PEACE CORPS IN THE 21 ST CENTURY: A RHETORICAL ANALYSIS

40American values. The key rhetorical elements of today’s recruitment include adventureand the personal benefits of service. This completely changes the notion of sacrifice andservice, turning the persuasive rhetoric inward, toward the potential volunteer and thebenefits he or she will gain. Additionally, the Peace Corps has made it clear that theyintended to target specific groups of potential volunteers who have not historically joinedthe organization in an effort to change the face of the Peace Corps. All of this is beingdone in an effort to boost volunteer numbers.Public Service AnnouncementsIn 2003, the Peace Corps hired BBDO, an Atlanta-based advertising agency, toproduce its new campaign. The design work was done on donated time, and BBDOpartnered with Los Angeles based Method Productions. 102BBDO introduced a newpublic service campaign which includes print, radio, and television advertising. Thecampaign currently features three different print ads, two television commercials, tworadio spots, and two different billboard PSAs. Matthew McConaughey and ForestWhitaker, famous film actors, donated their voices to English versions of the radio andtelevision advertisements. Ricardo Chavira, television actor, narrates one television spot.Eduardo Verastegui, actor and model, donated his voice to the Spanish versions of thesame advertisements. These PSAs have been aired on radio and television stations inmajor markets around the country. The print ads have been published in Time magazine,Rolling Stone magazine, and ESPN magazine. 103The billboard campaign is their firstever. These were placed on donated billboards and transit displays in 27 major marketsas well, including Philadelphia, Washington DC, San Francisco, Atlanta, and Detroit. 104