國防部正進行轉型募兵制。招募素質良莠，為建構國防戰力重要關鍵。世界各國運用公關活動與媒體文宣嘗試招募足夠的青少年進入軍隊服務以保護國家安全。募兵廣告是各國說服潛在目標從軍的重要舉措，台灣政府每年亦投入大量經費進行招募工作。本研究企圖探究募兵廣告中，閱聽人的調節焦點，廣告框架共同影響從軍意願。檢驗廣告與青少年間的社會距離在其中如何調節廣告效果。研究者配合國軍校園募兵活動招募340位受試者，依調節焦點變數，先將其區分為「促進型」與「預防型」兩類群體，再以2（框架效果：獲得v.s.失去）X2（社會距離：遠v.s.近）隨機分派進行組間實驗。研究發現，閱聽人調節焦點的特質、廣告框架將影響國軍形象，並且進一步正向預測廣告態度、國軍態度與從軍意願；並且社會距離在整體廣告影響模型中也具備調節效果，影響招募廣告對國軍形象的影響程度。實務上亦為募兵廣告策略建議。

The Ministry of National Defense (MND) is transitioning the military force system from a draft system to an all-volunteer force system. The quality and quantity of recruitment are the essentials for building national defense capabilities. Most of the all-volunteer force system countries are concerning about recruiting enough youths to join the military for maintaining the national security by employing public relations activities and media content. Recruiting advertisements are the focal point for countries to persuade potential targets to serve in the military. Following this, Taiwanese government also invests enormous recruiting budget every year. This study attempted to examine three crucial variables that may influence Taiwanese propensity toward military services, including advertising framing, perspectives of regulatory-focus, and social distances. The researcher recruited 340 participants via the campus military recruiting activities. Based on the regulatory-focus variable (i.e., the moderator of this study), the participants were first divided into two groups, promotional and preventive groups. Then, the participants were randomly assigned to a 2 (framing: gain vs. lost) X 2 (social distance: far vs. close) between-subject experimental design to explore the effectiveness of military recruiting advertisements. The results showed that the regulatory-focus of the subjects and advertising framing positively influenced individuals’ perceptions of military images, attitudes toward the recruiting ads, attitudes toward military, and propensities toward military services. Also, the researcher found that the social distance of the commercial was significantly moderating the model by affecting the degree of influence of recruiting advertisements on participants’ perceptions of military images. The practical implications of this study were to provide suggestions regarding recruiting strategies to the enlistment units. Regarding the theoretical implications, this study will contribute the theoretical framework on the relationship among advertising framing, perspectives of regulatory-focus of the audience, and social distances to expend the knowledge body of military persuasion.