THE US ARMED FORCES MEDIA IMAGE THROUGH MILITARY COMMERCIALS (AS EXEMPLIFIED IN ARMY AND NAVY RECRUITMENT ADVERTISING)

Subachev Y. P.

This article dwells on the US Armed Forces media image conveyed through the DoD’s recruiting commercials. The object of this study is the advertising discourse. The subject area of our research embraces the US Army and Navy commercials aired from 2018 to 2025. The purpose of the study is to substantiate the thesis about the uniqueness of media message of specific branches of the American Armed Forces.

Keywords:advertising discourse; US Armed Forces; Army; Navy; media image; military ethos; values