國軍政令與社會環境對國軍人才招募廣告影片影響之探討

隨著時代變遷與資訊的普及，向來嚴謹神秘的軍方單位，為營造與民親近的形象及招募更多有志青年加入國軍行列，其廣告手法及內容亦開始朝向多樣化與年輕化發展，主題多元且隨時代潮流變化。本研究將範圍鎖定於民國77年至98年間，針對不同的國軍招募影片，分析近20年內國軍人才招募廣告內容訴求與表現手法。使用內容分析法，探討不同時期軍中招募廣告的變化，再分析招募廣告中與國軍政令及社會環境的關連性。研究結論：1.國軍政令會影響招募廣告影片：如募兵制使招募對象擴增更多面向來源，擴大招募女性軍職人員使廣告主角性別與女性軍人性別特質產生不同時期變化。2.社會環境變遷會影響招募廣告影片:經濟層面影響國軍招募影片，另少子化現象間接影響國軍招募廣告影片，如招募對象的擴大、年齡增加與女性從軍機會。3.國軍政令、社會環境變遷及招募廣告影片有相互影響關係，如少子化影響國軍招募政令的改變，社會性別意識影響國軍政策有了擴大招募女性軍職人員，相對招募廣告影片之廣告主角性別、性別關係、性別意識、女性軍人性別特質等，在不同時期的變化，女性意識已經有逐漸抬頭的趨向。4招募廣告的廣告手法或表現方式會因時代不同而有差異，如在不同時期主題由著重愛國意是轉向偏重報酬與穩定收入、廣告表現也趨向多元化、廣告訴求由感性趨向理性、廣告目的也從形象塑造轉為訊息告知、廣告風格也漸漸注重柔性風格、訴求對象也更多面等之變化。

關鍵字

國軍政令；社會環境；國軍人才招募；廣告影片

並列摘要

With times transition and information popularization, in order to construct a close-to-citizen image and recruit more ambitious youngsters to take part in the armed forces, the ad technique and content of the rigorous and mysterious military start forward diversification and being younger with diverse subjects and with it. The armed forces recruitment ad content request and expression technique within recent 20 years are analyzed on different armed forces recruitment films in the study, 1988 through 2009.Change of the armed forces recruitment ads is explored using a content analysis, and then the relevance of the armed forces policy and social environment in the recruitment ads is analyzed.Following are the research conclusions. 1. The armed forces policy will influence the recruitment ad film. For example, the enlisting system makes the recruitment objects expand from more sources, and recruiting more female military personnel enables the gender of the lead and the gender specialty of the female soldier to make a change at different periods. 2. Transition of social environment will influence the recruitment ad film. It will influence economically the armed forces recruitment film, and in addition, so is the trend of fewer children, e.g. recruitment object expansion, age increase and female enlistment opportunity. 3. The armed forces, social environment transition and recruitment ad film influence one another.For example, the trend of fewer children has influence on change of the armed forces policy to recruit more military personnel and the gender of the lead in the ads, the gender relationship, the gender consciousness, the gender specialty of the female soldier of the relative recruitment ad film etc.Female consciousness has gradually tended to rise at different periods. 4. The ad technique or expression of the recruitment ad will be different with times.For example, the subjects at different periods turn from patriotic consciousness to compensation and stable income. The ad expression tends to be diverse. The ad request turns from sensibility to sense. The ad objective turns from image shaping to information notification. A soft style is gradually paid attention to in the ad style. The request objects tend to be more diversified.