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This World War I recruitment poster by James Montgomery Flagg, with more than four million copies printed in 1917 and 1918, defined not only an Army recruiting slogan, but also Uncle Sam's image for years to come.[1][2]

Slogans of the United States Army changed only rarely in the 20th century, but have been replaced more frequently in the 2000s.

2006 to present[edit | edit source]

"Army Strong" is the recruiting slogan that is used currently by the United States Army. The composer of the song used in the Army Strong television commercials is Mark Isham.[3]

2001 to 2006[edit | edit source]

A humvee wrapped with the slogan in April 2006

"Army of One" was a relatively short-lived recruiting slogan. It replaced the popular "Be All You Can Be" and was replaced in 2006 by the new slogan "Army Strong".[4] The reason for the replacement is believed to be[by whom?] that the slogan "Army of One" is contrary to the idea of teamwork.[citation needed]It is unknown whether this slogan was taken directly from the poster for the 1976 Clint Eastwood film "The Outlaw Josey Wales," which had "An Army of One" under a drawing of the Josey Wales character. The "One" in the slogan was an acronym, standing for Officers, Non-Commissioned, and Enlisted, the three types of Soldiers in the US Army.

1980 to 2001[edit | edit source]

Be All (That) You Can Be was the recruiting slogan of the United States Army for over twenty years.[5] This popular slogan was created by E. N. J. Carter while at the advertising firm N. W. Ayer & Son. He was awarded the Outstanding Civilian Service Award for his efforts.[6] In his autobiography Soul of It All, Michael Bolton claims to have sung the jingle in the early 1980s.[7]

1971 to 1980[edit | edit source]

"Today's Army Wants to Join You" was a recruiting slogan from the 1971 Volunteer Army (Project VOLAR) campaign, which was introduced as the country prepared to transition to an all-volunteer military. When N. W. Ayer & Son, who were engaged by the US Army, believed they felt the army said "Today's Army is changing; we want to meet you half way", the firm came up with that slogan. General William Westmoreland asked "Do we have to ask it that way?" but agreed to the campaign. The slogan was replaced by "Join the People Who've Joined the Army" in 1973, which later evolved into "This is the Army."[8]

Slogan was written in 1971 by Ted Regan Jr., Executive Vice President and Executive Creative Director of N.W. Ayer, the Army's ad agency. Regan also wrote the follow up slogan, "Join the people who've joined the Army."

Circa 1950s–1971[edit | edit source]

"Look Sharp, Be Sharp, Go Army!"was a recruiting slogan in the 1950s and 1960s. The Big Picture, public announcements on broadcast television, and highway roadway signs advertised the this slogan during a time of a national draft of young men 18 to 34 years of age. The advantage of volunteering for Service, vice being drafted, was choosing the career field you wanted to serve and/or first unit or location of assignment.

World War I[edit | edit source]

"I Want YOU for US Army" featured on a poster of Uncle Sam painted by James Montgomery Flagg.

See also[edit | edit source]

References[edit | edit source]

  1. "The Most Famous Poster". American Treasures of the Library of Congress. http://www.loc.gov/exhibits/treasures/trm015.html. 
  2. "Who Created Uncle Sam?". Life's Little Mysteries. Live Science. Archived from the original on 3 December 2008. http://web.archive.org/web/20081203113644/http://www.livescience.com/mysteries/080630-uncle-sam.html. Retrieved 16 February 2012. 
  3. The making of "Army Strong"
  4. Tyson, Anne Scott (22 November 2006). "Army Debuts New Slogan in Recruiting Commercials". The Washington Post. http://www.washingtonpost.com/wp-dyn/content/article/2006/11/21/AR2006112101295.html. Retrieved 2012-06-12. 
  5. The Themeline That Changed The U.S. Army
  6. Earl Carter Awards.com
  7. Bickel, Britt (February 20, 2013). "Ten Tidbits From Michael Bolton’s Autobiography ‘Soul Of It All’". 94.7 The Wave. news.radio.com. http://news.radio.com/2013/02/20/ten-tidbits-from-michael-boltons-autobiography-soul-of-it-all/. Retrieved September 7, 2013. 
  8. pp.141–142 Griffith, Robert K. & Wyndham, John U.S Army's Transition to the All Volunteer Force 1868–1974 1997 DIANE Publishing

External links[edit | edit source]

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