Up Front: MAD AVE
HERE'S THE DRILL: MORE WOMEN
THE MILITARY IS LOOKING for a few good women. Its $7 million ad drive to attract women recruits dwarfs past campaigns by the individual services. So from now through September, the military's agency, Bates USA, is placing ads in magazines read by young women, such as Seventeen and Sassy. In July, TV spots will start. But don't look for macho ads with troops rappelling from helicopters. The focus is on personal growth and education. Print ads show a woman in civilian clothes in an academic setting.
With the just-out-of-high-school population pool shrinking, the Pentagon is turning to young women to fill the gap in the traditionally male armed forces. Last year, it allowed women to perform such previously off-limits military duties as jet fighter pilot, with only ground combat and submarine jobs still verboten. Today, women make up 12% of the armed forces, up from 5% two decades ago. By one estimate, their share will almost double in 10 years.
(CLOCKWISE FROM UPPER LEFT) PHOTOGRAPH BY JOHN CHIASSON/GAMMA-LIAISON; CARTOON BY DOUG MARLETTE/NEW YORK NEWSDAY/CREATORS SYNDICATE; PETER SIS; GRAPHIC BY RAY VELLA/BW; PHOTOFEST