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Over the past few years the Armed Forces have resorted to using many different media for advertising as they have found it increasingly difficult to recruit a sufficient number of applicants. This is mostly due to teenagers and young adults being encouraged to go to a local college then to university rather than going straight into the Navy, Army or R.A.F. Media is all around us and is forever increasing in quantity. It is a very successful and appealing way of giving information and persuading people who read it. Depending on the content of the media, it can be specifically aimed at certain age - groups. In the case of the armed forces material I have looked at, it has mainly been aimed at 16 - 26 year olds. The Royal Navy television advert is set in a tropical scene with bright warm colours, which grasp the audience's attention. The...

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