Usually when it comes to military recruitment, most people think of aggressive, in-your-face selling. They hound you in person & over the phone to get you...View More
to commit. However, this army ad, from 1964, uses a different approach. Their headline "DON'T Join The Army Unless..." makes it clear that not everyone should join the army. Whenever we hear this type of messaging, naturally we think to ourselves, "I wonder if I'm qualified?" We want to know we're good enough & that makes us intrigued as to what the qualifications are. If you do meet the standards, you feel a sense of accomplishment & superiority, which makes you more likely to take action.
