http://www.medialit.org/reading_room/article54.html
Excerpt:
Pressure to create the volunteer army was building just as the population of 18-year-old males decreased in the early 1980s. Nevertheless, the recruiting slump of the late 1970s was reversed by 1982. The effectiveness of military advertising and the strong recruitment network it supports deserves much of the credit.
Photographic imagery that sanctions the military status quo is easy to spot in any review of popular magazines, newspapers and recruitment materials. Appeals to members of racial and ethnic groups, who have fewer educational and employment options and thus find the military more attractive, are particularly evident.
For example, the "95 Bravo Military Police" Army recruitment advertisement appears in several black magazines, like Ebony, Essence, Jet and The National Leader. Part of the "Be All You Can Be" campaign, it features three men in camouflage uniforms behind machine guns in a wooded area. A black soldier smiles at the camera from the foreground. The soldiers' Darth Vader-type helmets, based on a new issue that appeared after the Grenada invasion, add to the scene's visual impact.
Army brochures focus on black soldiers' upper-level service jobs and usually picture them smiling. Similar ads are also oriented towards Latinos in publications ranging from Spanish-language newspapers to Hispanic Engineer.
Obviously, the campaign theme, "Be All You Can Be" is intended to suggest a bright future for enlistees. All too often, however, pictures of smiling GIs and copy promising a smooth transition "from high school to flight school" create false expectations for youths unaware of the racism inherent in the military command structure.
Admittedly, this is a lefty perspective. But there's this:
http://www.usarec.army.mil/hq/apa/122002.htm
Less than a year ago, they were civilians. Today, because of an ongoing recruiting program, some new soldiers are earning the right to be called Green Berets.
One year... Wow. Yeah, the advertising of the military as a career is fairly agressive and depicts mostly the 'high speed, low drag' units to entice folks. Don't underestimate the power of advertising nor the motives behind it.