US Army Ad

In this ad, we see a soldier in what is most likely a foreign country on duty for his country. He is jumping from one rock to another, holding his rifle above his hands, with an angry and determined face, basically the tone. This gives the audience a sense of inspiration. The audience is young men who might not be able to get a job or into university. This is shown with the slogan "The best place to start a business career isn't always in business." They also try to appeal to the audience through the use of inclusive language like "Army. Be all you can be," and "qualities that will help you in any career." This is all done in order to spread and hopefully fulfill the purpose of helping young adults to find future careers and therefore getting more recruits for the army. The overarching theme is that the army will be able to set you up for the rest of your life. Finally, the fact they take the picture from a low angle shows the subject in a position of power, which in turn appeals the the audiences need to achieve and dominate, by making the subject someone to aspire to be.