A Study On The Communication Strategies Of Chinese Conscription Advertisement

With the coming of information age, the importance of the army image is self-evident. The information age is the age of an image to survive, in which media plays an important role. Modern war and the use of military force trend to the ascension of soft power, and the army image is an important part of this ascension. With the expansion of our military historical mission, the actions of the people’s army is getting more and more attention from both domestic and overseas.As a kind of public service ads, conscription advertisement’s short-term goal is to improve the quantity and quality of recruiting, and the long-term goal is to shape the military image. Nowadays recruiting is in a dilemma, recruiting is difficult, high-quality soldier is also difficult. In the past, one person join the army, the whole family to be honor. Now many youth don’t want to join the army, which results from the lack of national defense conscious in the peace period. Only a little part of youth would like to join the military. Since the reform and opening-up police in 1970 s, accompanied by the development of market economy. The idea of people become diversification. As a result, Joining in the army become less attractive. What’s more, the preferential treatment of soldier is fall behind, many soldier worry about how to find a good job.This paper mainly focuses on how to shape the army image by using conscription advertising. Army’s image, as a kind of spirit symbol, reflects the spirit of nation and time, and it’s an important part of national image. In additions, it’s the core element of forming military soft power. At present, there’re many problems of forming army’s image during the propaganda process of conscription in our country. Such as it has obvious stuff, poor continuity. In addition, it focus on the macroscopic, and neglects the microscopic. Therefore, how to improve recruitment advertising is very important, base on which, it becomes more necessary that study on the communication strategies of Chinese conscription advertisement.This paper consists of five parts. The first chapter is introduction, elaborated this article research background, research significance, research methods and research ideas. The second chapter discusses the recruitment advertisement for shaping the importance of the army’s image and national image. The third chapter analyzes the recruitment advertising policies and the background of the audience. The fourth chapter recruitment advertising strategy analysis. The fifth chapter is recruiting 2013 feature films have you China case analysis, and comparison analysis was carried out on the foreign film and television recruitment advertising, provide some useful reference for our recruitment advertisement.