'Are you a girl with a star-spangled heart?' recruiting poster
The pattern
This still is filed under Recruiting duty offer.
Define
Join us, framed as who you become, not as a job listing.
Mechanism
Identity offer. The role is a self. Benefits are secondary to the person you will be after you say yes.
Verdict
We are recruiting into a hard, proud, or transforming role: service, craft, a company with a real culture.
Why it works
It flatters the reader by linking military service with both physical attractiveness and deep, romanticized patriotism. It turns a recruitment plea into a question of the reader's character and patriotic identity.
The big idea
A patriotic heart is something a young woman either has or lacks, and the WAC uniform worn in front of the flag is how she shows she has it.
The offer
Join the Women's Army Corps, United States Army, now: thousands of Army jobs need filling.
Lines from the ad
Are you a girl with a Star-Spangled heart ?JOIN THE WAC NOW !THOUSANDS OF ARMY JOBS NEED FILLING !Steal this when
You want to recruit volunteers or participants by making the role seem glamorous, noble, and a test of their core values.
The emotion
Written to Duty. It makes the Avoid mistake.
'Are you a girl with a Star-Spangled heart?' makes the WAC uniform the proof of her patriotism, so duty rests on a test of her character, not on the thousands of jobs it mentions.
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