Introduction:
The United States Army launched an effective reserve recruitment campaign in1981 with the slogan Be All That You Can Be. According to an article published by The Army History Museum Advertising Age included it as No. 18 in its list of “The Top 100 Advertising Campaigns of the 20th Century.” . It was paused abruptly when America entered into war in the Mid-East in 1991, resumed after hostilities ceased and continued until it started to lose its effectiveness. It provides a perfect opportunity to examine a situation driven rhetorical argument according to the theories extant in Lloyd F. Bitzer’s essay The ...
