If You Want to Fight! Join the Marines" 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 uses a highly attractive, idealized female figure in uniform to grab attention, which was a common tactic for recruiting posters (the 'Christy Girl'). It pairs this with a direct, provocative challenge to the viewer's masculinity and desire for action, visually supported by the combat scene.
Steal this when
You want to issue a direct challenge to your audience's self-image or desire for action, using an attractive or idealized figure to deliver the message.