Something Larger Than The Nation, “Self”
This study empirically examines whether advertising message appeals used in Army recruitment (i.e., patriotic appeal, financial appeal, and adventure appeal) could influence college students’ attitudes toward the advertising. In responding to this advertising, we particularly questioned whether the current generation’s tendency toward materialism (i.e., the concentration on their personal happiness and physical achievement) might vary their perceptions of advertising effectiveness. The results showed that participants (N= 399) evaluated the financial compensations appeals advertising as more preferable than other appeals, regardless of their level of materialism. The practical implications and study limitations are discussed.