Michael Evans, Defence Editor
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The Army is enticing young people to enlist with the aid of advertisements and leaflets that glamorise warfare and underplay the risks involved in a military career, it is claimed today.
The language in the recruiting literature and promotional DVD is so sanitised, a report says, that one brochure, Infantry Soldier, does not even mention the words “kill” or “risk”.
Killing is obscured, using euphemisms such as “decisive strikes”, and “surprise hits on enemy weak spots”.
Another brochure, called One Army, which promises to “tell it like it is”, and asks a soldier: “What’s the toughest test you’ve faced?” The answer is: “Being taught to ride a horse.”
The study of the Army’s sales pitch, by an independent researcher funded by the Joseph Rowntree Trust, found that potential recruits get a misleading picture. David Gee, who wrote the report, said: “The Armed Forces have a poor retention record, partly because they promise recruits more than they can deliver, so thousands end up wanting to leave as soon as possible.”
According to official figures, for every two 16 to 22-year-olds joining the Army, one is leaving.
While glossing over the gruesome aspects of conflict is not new to war recruitment – as satirised by the musical Oh! What a Lovely War –it is now far subtler, and targeted at a younger audience, the report finds.
“As the pool of potential recruits shrinks, outreach to children is expanding, including to those as young as 7,” it says. “Key messages are tailored to children’s interests and values: military roles are promoted as glamorous and exciting, warfare is portrayed as game-like and enjoyable.” A common tactic, is to “emphasise the game-playing character of battle to attract children by blurring the boundaries between fantasy and reality”.
Patrick Mercer, a Conservative MP and former commanding officer, told The Times that he agreed with the findings. “Joining an infantry regiment is not about paragliding and learning to be a bricklayer. You have to be honest with young people and tell them that the job can be brutal,” he said. “It’s totally shortsighted to claim that joining the Army is like becoming a social worker.”
The report, Informed Choice? Armed Forces recruitment practice in the UK, says: “The literature rarely refers to the dangers of combat and never mentions the risk of being killed, seriously injured or chronically traumatised. The absence of the word ‘kill’ suggests a policy decision to avoid it.”
Potential recruits can also be confused or misled in other ways, it says: “A soldier is obliged to serve for at least four years and three months (or up to six years in the case of under18s) with no right to leave once three months have passed. [But] this is omitted from the brochure and video.”
The differences between civilian and military life are not made clear, it adds. “Readers are told that there is ample free time and personal freedom.” In reality, the training programme involves “a tough regime of discipline. Trainees face relative isolation from family and friends for several months and can be posted to active service overseas immediately after training.”
Former Private Jamie Hicks, of the 1st Battalion The Princess of Wales’s Royal Regiment, who joined the Army in 2004 aged 17, said: “They certainly glamorised the pay. I was told I would be paid £1,100 a month but when I joined all I got was £600 a month.”
Mr Hicks, from East London, who left the Army a year ago, said that he was “pushed around a lot” and could not cope with the life. “I asked to move to another regiment or to leave the Army but I was told I had to serve for four years,” he said. He was finally administratively discharged.
The Ministry of Defence said: “Our recruitment practices avoid glamorising war and we refute any allegation that they depict warfare as ‘game-like’. Anyone considering a career in the Armed Forces is presented with clear information and all aspects of service life are discussed in detail. Joining the Services is a life-changing decision and is not taken lightly.” Deepcut Barracks in Surrey, where four young soldiers were found shot dead, will be demolished as part of government plans to improve army training, sources confirmed. It is likely that the base, which is the main training centre for the Royal Logistics Corps, will be replaced with a housing estate.
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I think that it is a good way for people to learn different things about different things in the army. some people need there car fixed!
Joshua, London, UK
The army isn't all about killing people for christs sake. There are jobs that don't involve any combat. Anyone who joins the army goes through a rigorous selection procedure. The Officer's procedure can take up to a year. Plenty of time to ask questions and find out what to expect.
Claire , London, UK
Being a fifteen year old, I see these adverts and realize the ideas the Army are trying to show to potiential recruits who can be as young as myself. They are glamourised to a degree, but anyone with an interest in joining the Army has the potient to get access to a lot of information. The army jobs website offers an online chat with soldiers and officers and they give you very straight answers. I myself have researched a lot about the army as I have an interest in joining later on in my life. The information is all there so there should be no reason for a recruit to be unaware of the situation he/she are in when joining.
Paul Gillies, La Roche Sur Foron , France
My 16 year old son joined the Army last weekend. He chose one of the combat arms. For the past 6-12 months we have had lengthy discussions on all aspects of Army life including, naturally, the possibility of killing or being killed. He has researched thoroughly. He has attended acquaint courses. He has read widely on the subject. He has spoken to those who know about the Army from having served in it.
He (not his parents) weighed up the pros and cons and decided that the Army offerd him a chance to do something which he felt worth doing - serving his country.
David Gee insults the intelligence of those who make the decision to join the Armed Forces. Luckily for him, today's military and ther predecessors have made sacrifices so that unimformed pseudo-intellectuals like him have the feredom to write such drivel - and not be imprisoned for it, as might be the case in may parts of the world.
Winston de Sousa , London,
It would be illustrative to have a report on religious recruitment which is pursued insidiously from the moment of birth.
Peter Birbeck, Bournemouth, UK
If the adverts said "join us and we will train you to kill people" these people that write these reports will be complaining about the shocking messages sent to young people about the army.. Do they not think with 24 hours news channels, Internet, Papers,computer games, etc etc that the people reading these adverts do not know that people that join the army might kill or be killed..?? As if on your first day of joining the penny will suddenly drop !! so thats what the gun thing does!!! these people who write these reports do not live in the same world !!!!
jimmy, Manila, Philippines
Oh for God's sake!
Can anyone REALLY be stupid enough to think that joining the forces at the moment does NOT involve the possibility of being shouted and shot at?
Looks as though the state's not the only organisation playing at being people's nanny.
Kevin Browne, Reading, ENGLAND
Obviously, soldiers have been put to war within a political agenda throughout history. They are put to fight with all the attendant risks in situations and for causes with which they may completely disagree. Many of us have liked to think that we would fight for freedom, 'democracy' etc. but one does not need to look far beneath the surface to see that the wars our troops have been put to are motivated primarily by economic agendas rather than the more passionately motivated causes of human rights. The terrible unattended urgencies of situations such as Darfur or Zimbabwe serve only to highlight the hypocrisies of our economically motivated war machines. It is shameful the way in which our soldiers (who are after all our families and children) have been used to serve the twisted agendas of those who have neither the courage nor the conviction to put themselves at risk in any armed conflict or service to their countries - ie. Bush & Blair. Not enough space here to illuminate the crime
Demmy James, Cambridge, Cambridgeshire
British soldiers have never been accorded the respect, rewards or support that they have deserved. The VERY poor wages of the average 'squaddy' only serve to highlight this continued disrespect. It can only be hoped that this abuse of one of our most precious resources (those who are prepared to die and suffer virtually without question) will one day no longer be allowed in the light of their current and previous misuses and exploitations. Here's to the day when those who would send soldiers to die for spurious reasons will never be allowed to do so again.
Demmy James, Cambridge, Cambridgeshire
too much time spent on video games and not enough on education.
Phil Barnes, preston, england
This report is false. First the Rowntree Trust was set up to "further the views and objectives of a Quaker Pacifist". Pacifists rarely have anything good to say about the military.
Second why don't the Rowntree Trust demand that all McDonalds adverts show a fat kid dieing of obesity or Famous Grouse adverts show a 30 year old with severe liver disease? It is simply because the Rowntree Trust have such anti-military views.
An 18 year old I know put it rather succinctly.
'If they don't know after all these hundreds of years that soldiers can get killed, they don't deserve sympathy.'
Which is perfectly true. You would have to be a blind, deaf and dumb nun if you didn't know what happens in the army. Do people not watch the news for example. All other professions sugercoat jobs do they not? I have never seen a job advertisement for an office position admitting that you may be bored sitting in a small office for many hours a day.
Alex, Cambridge, Cambridgeshire
I agree with the report and find it disgusting that the attempts to entice children and young adults include viral advertising etc without discussing the ethical implications behind recruitment. The fact that an Xbox controller is featured in the new viral style commercials depicting a soldier controlling a UAV while watching ground troops on video monitors directly references video game culture and would attract younger audiences. I can understand the need to increase our troop levels at a time of great political and economic uncertainty however the issues surrounding these situations need to be discussed not to mention the significance of the moral issues the recruits would face.
Ben Saunders, London, London
The Army' is 'marketing' for recruits - very young and impressionable people. As with most marketing the product does match up to thhe reality of what it actually is or (in this case) entails. Severe fighting in Afghanistan could be described as a holiday in he sun with lots of physical and mental exercises. The army's advertising is grossly immoral, innacurate and dangerous. Why don't they include in their advertising campaign film of the fighting, interviews with the soldiers themselves, wounded colleagues and the bereaved families of those killed .....and then a government minister?
Rodney Barker, Gainsborough, England UK
I think the reason why the recruitment material is vague about the reality is due to the fact that they don't want to attract the politically correct ire of those such as the JR Foundation.
I guarantee that the recruitment process does not shy away from the reality. This report focuses on glossy brochures - who on earth reads glossy brochures? I suspect that the JR researchers are imposing their own naivety onto the thousands of recruits - of course recruits know the reality.
Nick, Brighton,
The Army ads have never stressed active service. I was a soldier in the sixties and early seventies and the ads then were all about scuba-diving with bikini clad girls. We didn't believe them then and I don't think today's youth are fooled either. I am now an English teacher in a school that has an ACF and a high number of pupils joining the Forces. The kids have YouTube videos to show them the real Forces, Don't worry about it!
A Watkins-Groves, Lincoln, UK,
Sir,
Sorry to appear cynical but the decision to sell off Deepcut Barracks to be used as a housing estate has NOTHING to do with improving Army Training! It is yet another example of the Government 'selling off the family silver' with the knowledge that they will not be in power long enough to suffer the consequences.
There is a similar plan in progress to sell off TA centres across the country.
Such 'short term' politics MUST be stopped if we are to retain any sort of viable Armed Forces. Decisions of this type must be governed by military needs alone and not made by a 'grey suited' accountant.
After 18 years in the army, now a Commanding Officer, I am at the point of resigning because the Armed Forces in this country simply do not get the financial support that they NEED in order to do the job that they are excected to do.
Prime Minister, either give us the financial support to do the job, or stop picking fights with people and expecting us to do your dirty work!
George, London, UK
Every nation has the duty to be able to protect itself and more important to show sufficient military strength to deter others from attacking it. Military personnel are an essential part of that deterrent and it pains many, especially those of us who can remember WW2 where Britain was in great danger of being invaded and especially as the politicians in the 1930s had weakened the military to such an extent that even the Home Guard only had garden implements to fight with at first.
I joined the Cadet Training Corps, the RAF part, at the age of 12 yrs, two years officially too young but I was very keen, and ended up completing 13 years with the three year training course, and I have never regretted it. The problem is can today's youth cope with the necessary discipline? I doubt it.
B J Deller, Marbella, Spain
I'm sure any smart lawyer could sue the army for mis-representation and fraud.
Stephen, St. Ives, England