01909nam a2200349 a 4500 EDZ0000062311 StDuBDS 20170920101833.0 m||||||||d|||||||| cr|||||||||||| 120313s2012 nyu fo| 001 0 eng|d 9780199933105 (ebook) : No price StDuBDS StDuBDS UB323 .B764 2012 659.19355223620973 23 Brown, Melissa T., 1971- Enlisting masculinity : the construction of gender in U.S. military recruiting advertising during the all-volunteer force / [electronic resource] Melissa T. Brown. New York ; Oxford : Oxford University Press, 2012. 1 online resource (240 p.). Oxford studies in gender and international relations Includes bibliographical references and index. 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. Description based on print version details on publisher's website; title from home page (viewed on Mar. 13, 2012). Advertising Recruiting and enlistment Social aspects United States. Masculinity in advertising United States. United States Armed Forces Recruiting, enlistment, etc. History 20th century. United States Armed Forces Recruiting, enlistment, etc. History 21st century. Print version 9780199842827 Oxford studies in gender and international relations. Oxford scholarship online http://dx.doi.org/10.1093/acprof:oso/9780199842827.001.0001 ddc BK 38139 38139