Enlisting masculinity : the construction of gender in U.S. military recruiting advertising during the all-volunteer force / [electronic resource] Melissa T. Brown. Brown, Melissa T., 1971- Advertising Recruiting and enlistment Social aspects United States. Masculinity in advertising United States. UB323 .B764 2012 659.19355223620973 23 Includes bibliographical references and index. Description based on print version details on publisher's website; title from home page (viewed on Mar. 13, 2012). Based on an analysis of more than 300 print advertisements as well as television commercials and recruiting websites, this book explores how the US military branches have deployed gender and, in particular, ideas about masculinity to sell military service to potential recruits during the all-volunteer force. New York ; Oxford : Oxford University Press, 2012. 2012. 2012 Text 1 online resource (240 p.). http://dx.doi.org/10.1093/acprof:oso/9780199842827.001.0001 eng Oxford studies in gender and international relations Oxford studies in gender and international relations. United States Armed Forces Recruiting, enlistment, etc. History 20th century. United States Armed Forces Recruiting, enlistment, etc. History 21st century. United States. United States.