This is the third in a series of recruitment ads for the PLA. It features Yang Liwei, China’s first astronaut, alongside Fang Yonggang, the naval university professor who was at the center of an educational campaign earlier this year, and Gao Ming, the PKU student who became an inspiration to millions when he took a leave of absence to join the army two years ago.
The previous ad spot featured more conventional heroes like Lei Feng and Huang Jiguang, while the first ad in the series showed off the PLA’s newly-redesigned uniforms. According to a story in the Beijing Youth Daily, the final ad, set to appear in the Beijing Daily next week, will feature a woman wearing one of the new uniforms set against the text “One soldier glorifies the whole family. One term of service earns a lifetime of benefits.”
With this campaign, Beijing becomes the first city in the country to use mainstream media ads to recruit soldiers. BYD reports that in years to come, the military will gradually expand the scope of its PSA placement, moving from newspapers into radio, television, and mobile media.
And it’s likely that some time in the near future, you’ll receive an SMS urging you to take up the glorious duty of military service.
- Beijing Youth Daily (Chinese): Yang Liwei appears on recruiting posters