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For over a century, the recruitment advertisements of the military have changed in nature and increased in importance as many countries no longer use conscription and rely on a volunteer force for military manning instead. Advertisements changed as the culture and desires of the population of these countries, as well as the needs of the military forces, changed.

World War I

In World War I, there was a substantial need for a large force of men to fight the new kind of warfare that the war introduced. The horrors of trench warfare demonstrated the struggle of a transition age, with modern, lethal weapons and technology but an unwillingness to change older, traditional warfare tactics. The accepted strategy was to send waves of men sprinting over no-man’s land ...

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