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Sammanfattning: Since the first of July 2010, military training in Sweden is no longer mandatory. Ever since then the Swedish Armed Forces have needed to attract people interested in serving as soldiers, in new ways. The campaigns for doing so have been much debated and discussed in Swedish media. This thesis tests how an increased presence of guilt and belongingness in the Swedish Armed Forces recruitment campaigns affects young people - how their attitude toward the Swedish Armed Forces possibly changes as well as their intention of applying to military training. Guilt and belongingness were chosen for several reasons. Guilt, because it is much related to what the Swedish Armed Forces have been accused of imposing on young people, a certain level of questioning how they live their lives. Furthermore, guilt has in some cases been proven to be effective when it comes to steering consumers towards a purchase. Belongingness was chosen because it is a value that stands out amongst many that characterizes the military. Neither guilt nor belongingness proved to have significant impact on young people's attitude toward, and intention of applying to, the Swedish Armed Forces. The conclusion was drawn that the determinants of one's future career choice are not budged solely by a printed ad campaign. Furthermore, future research regarding recruitment to high-risk professions is encouraged.
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