Military Criticized for Recruitment Measures|國軍招募花招百出 國防部急喊卡檢討
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The military's recent marketing methods to recruit personnel have been controversial. It has shared photos of beautiful female soldiers on social media, sent military personnel to recruit on the street and placed promotional materials inside claw machines. Women's groups say the ministry is objectifying women in the ads. After the criticism, the defense ministry put an end to the methods and says it will keep a more professional image in mind in future campaigns.
Posts with the phrase "I'm looking for someone to keep me company, do you want to?" have recently popped up on social media. Many users thought they were advertisements for nightclubs or bars. However, these posts are actually promotional material for the military's recruitment drive. There are also photos of female soldiers pouting in heavy makeup and short skirts circulating around the Internet. Netizens have criticized the Ministry of National Defense for objectifying women with this recruitment campaign.
The pouting is okay, because many young people nowadays don't mind this type of cutesy pose for photos. However, it's not good if there is wording with sexual innuendo.
The military should use better ways to recruit, not these frivolous ways, like these photos that play the "beautiful woman card." It appears to be objectifying women.
The Modern Women's Foundation says the military can use attention-grabbing wording and images in its recruitment advertisements to attract young people, but it must consider its own image. As such, other methods the military has recently used, such as recruiting on the streets or putting promotional materials inside claw machines, are not appropriate either.
In the future, we will use the country's expectations of the military, such as its professionalism, core values and mission to defend the country, for recruitment.
In the future, we will use the country's expectations of the military, such as its professionalism, core values and mission to defend the country, for recruitment.
The ministry says it already began reviewing this campaign last month. It adds all promotional materials should focus on sending the message of protecting and defending the nation. It will also ban personnel from handing out flyers on streets and frivolous recruitment measures to protect the military's image.
