美軍招募廣告之主要目標為鼓勵及影響當代青年在面臨眾多的職業選項時，選擇投身軍旅服務。初級需求（Primary Demand）與選擇性需求（Selective Demand）說服策略被廣泛運用於當代廣告中，以增進其企圖影響閱聽人的效果。而此一說服策略在美軍隊募兵廣告中亦是扮演顯著之角色。本研究聚焦於分析美國陸、海、空軍以及海軍陸戰隊，如何使用初級需求與選擇性需求說服策略，進而影響其軍種各自選定的目標受眾，以增進其從軍的意圖（Propensity），本研究分析美軍自1973年至2010年所製播之584則軍隊招募廣告為樣本，並在結論時提出運用此說服策略之建議。

Primary and selective persuasive strategies have been widely used in the contemporary advertising industry for amplifying advertising efforts. In this regard, U.S. military advertising has represented a case in which a government agency is attempting to encourage a general behavior（enlistment）while the individual branches compete for a finite pool of potential enlistees. Thus, this paper examines two persuasive strategies in U.S. military recruitment advertising: the identification of the target audience for each service branch（Army, Navy, Air Force, and Marines） and the employment of persuasive cues to increase the propensity of potential enlistees. Based on an investigation of coding television commercials（n=584）that appeared from 1973 to 2010, the findings show that the majority of the practices focused on primary demand,whereas in some types of cues, selective/competitive cues were more common. Finally, the implications of this research are discussed.