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Recruitment Campaigns used to be frequently associated with wartime propaganda. Now, this genre can be used in a variety of contexts to encourage people to support a cause. A hybrid category of advertising and persuasion, recruitment campaigns would traditionally have been waged with pamphlets, leaflets, brochures and posters.
Today, this text type is being driven online, although certain traditional features survive. You can look out for webpages being formatted in three parts, as if folded into a brochure.
What is Expected from the Student?
Students have to touch the following features of a recruitment campaign:
- Persuasive: The purpose of a recruitment campaign is to persuade you to sign up to a cause or join an organization. Recruitment drives are almost certain to use direct address and imperatives such as “you, your”.
- Visuals: can be wholly visual, but likely to have some accompanying text (multi-modal).
- Slogans: text may be minimal or in the form of slogans which are designed to be catchy. Pay attention to typography, fonts and emphasized words.
- Pathos: the core of a campaign is often emotional, aiming to elicit feelings such as patriotism and duty on one hand, or guilt if one is not to sign up.
- Card-stacking: A common feature of recruitment drives is they often fail to show the downsides of joining up! Ignoring parts of the argument that don’t fit your agenda is called card-stacking.
- Simplification: Along with a host of other fallacies, recruitment campaigns reduce complex issues to simple solutions. They may also invoke stereotypes.
- Symbolism: elements of the text will connote concepts that are integral to the writer’s message. Look out for metonymy, where an individual is made to stand for the whole.
Sample Question 1
Guiding Question: How do formal features of layout, visuals, and copy combine to persuade the audience in this campaign?
Sample Answer
The recruitment campaign for the San Juan Police Department employs a variety of persuasive techniques through its layout, visuals, and copy to effectively draw in potential recruits. This analysis will explore the key features of the poster and how they work together to persuade the audience.
The campaign makes extensive use of direct address and imperatives, both of which are common in persuasive language. The use of phrases like “IS NOW RECRUITING” and “BECOME A NEW SAN JUAN POLICE OFFICER” directly addresses the reader, creating a sense of urgency and calling them to action. The language is assertive and commanding, which is effective in making the audience feel that their participation is both needed and valued.
The poster is multi-modal, combining strong visuals with impactful text. The use of a police officer in uniform, along with a police vehicle, serves to create a strong visual association with law enforcement. The officer’s confident stance and the modern, well-equipped police vehicle contribute to a professional and appealing image of the police force. The visual elements are carefully chosen to project an image of strength, security, and readiness.
The slogans on the poster are concise and memorable. Phrases such as “NEW POLICE FORCE” and “EVERYONE CAN APPLY” are designed to be easily recalled and to resonate with a wide audience. The typography emphasizes key words like “RECRUITING” and “SAN JUAN POLICE OFFICER” through the use of bold and larger fonts. This typographical emphasis ensures that the most important information stands out at a glance.
Emotionally, the campaign aims to elicit feelings of patriotism, duty, and community service. The presence of a determined-looking police officer, along with the professional and polished appearance of the materials, appeals to those who may feel a sense of duty to serve their community. The campaign taps into a sense of pride and responsibility, encouraging the audience to see themselves as protectors of their city.
The poster presents an idealized view of joining the police force. It highlights the benefits and the honor of becoming a police officer without mentioning the potential challenges or risks associated with the job. This selective presentation of information, known as card-stacking, ensures that the audience’s focus remains on the positive aspects of the role.
The complex issues of law enforcement and public service are reduced to simple, appealing statements. By saying “EVERYONE CAN APPLY,” the campaign simplifies the recruitment process and makes it appear accessible to all, regardless of background. This simplification removes potential barriers to entry and encourages a wider range of applicants.
Symbolism is used effectively throughout the poster. The police officer in uniform symbolizes authority, protection, and community service. The police vehicle represents readiness and modernity, implying that the department is well-equipped and prepared for any situation. These symbolic elements work together to create an aspirational image that potential recruits may find attractive.
The use of font size and color in the poster is strategic and intentional. Larger, bolder fonts are used for key phrases like “IS NOW RECRUITING” and “SAN JUAN POLICE OFFICER” to draw immediate attention. The colors red and blue are dominant, which are often associated with urgency, importance, and trustworthiness. Red, in particular, is used to highlight critical information such as the date, time, and location of the interview and exams.
The choice to feature a female police officer prominently in the poster is significant. It conveys a message of inclusivity and gender equality, suggesting that the police force is welcoming to all genders. This can broaden the appeal of the recruitment campaign, encouraging women to consider careers in law enforcement.
The San Juan Police Department’s recruitment campaign uses a combination of persuasive language, strong visuals, catchy slogans, emotional appeal, card-stacking, simplification, and symbolism to effectively persuade the audience to consider joining the police force. The formal features of layout, visuals, and copy are meticulously designed to present an appealing and accessible image of law enforcement, encouraging individuals to take the step toward becoming a new police officer.
How I Prepared This Analysis
To prepare this comprehensive analysis of the San Juan Police Department’s recruitment campaign poster, I systematically examined and evaluated various key features of the poster, drawing on specific persuasive techniques and formal features. Here is a step-by-step breakdown of my approach:
1. Understanding the Guiding Question
The guiding question, “How do formal features of layout, visuals, and copy combine to persuade the audience in this campaign?” served as the foundation for my analysis. I kept this question in mind throughout my evaluation to ensure that my insights were relevant and focused.
2. Identifying Persuasive Language
I first identified the use of persuasive language in the poster. This involved looking for instances of direct address and imperatives, which are common techniques used to engage and command the audience’s attention. Phrases like “IS NOW RECRUITING” and “BECOME A NEW SAN JUAN POLICE OFFICER” were clear examples of this.
3. Examining Visual Elements
Next, I analyzed the visual elements of the poster. I observed the use of imagery, such as the police officer and the police vehicle, and considered how these visuals contribute to the overall message. The officer’s confident stance and the sleek appearance of the police vehicle were key factors in projecting an image of professionalism and readiness.
4. Analyzing Slogans
I paid close attention to the slogans used in the poster. I noted how the text was minimal yet impactful, with phrases like “NEW POLICE FORCE” and “EVERYONE CAN APPLY.” I also examined the typography, focusing on how font size and boldness were used to emphasize important words and make them stand out.
5. Exploring Emotional Appeal (Pathos)
To understand the emotional appeal, I considered how the poster might elicit feelings of patriotism, duty, and community service. The imagery of the police officer and the professional presentation were intended to evoke pride and a sense of responsibility in potential recruits.
6. Identifying Card-Stacking
I looked for evidence of card-stacking, where the poster presents an idealized view of joining the police force without mentioning potential downsides. This involved recognizing the selective presentation of benefits and honor associated with the role, which keeps the audience’s focus on positive aspects.
7. Simplification
I assessed how complex issues were simplified in the campaign. Phrases like “EVERYONE CAN APPLY” simplified the recruitment process and made it seem more accessible. This reduction of complexity helps in attracting a broader audience by removing perceived barriers.
8. Recognizing Symbolism
Finally, I identified symbolic elements within the poster. The police officer in uniform and the police vehicle symbolized authority, protection, and readiness. These symbols are integral to the message and help create an aspirational image for potential recruits.
Conclusion
By systematically analyzing each feature of the poster through the lens of the guiding question, I was able to prepare a detailed and coherent analysis. This approach ensured that all aspects of the poster’s persuasive techniques were thoroughly evaluated, providing a comprehensive understanding of how the formal features of layout, visuals, and copy work together to persuade the audience.
