U.S. Army told to advertise for recruits using 'average looking women' because they are perceived as more competent than prettier soldiers
- Spokeswoman said images of attractive female soldiers 'undermine the message' in leaked email
- Critics claim her view is latest indicator of gender inequality within the armed forces
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A U.S. Army spokeswoman has said images of 'average-looking women' should be used in recruitment advertisement as photographs of more attractive soldiers confuse the reality of the roles in combat.
A leaked email that circulated revealed how a leading strategy analyst affirmed 'ugly women are perceived as competent while pretty women are perceived as having used their looks to get ahead.'
Colonel Lynette Arnhart, who is heading a team of experts studying how best so integrate women into service, condemned advertising images used in the past as they 'undermine the rest of the message'
The e-mail referred to this photo of Cpl. Kristine Tejedaa. Ms Arnhart expressed her view that by using images of pretty female soldiers, the 'rest of the message' is lost
'There is a general tendency to select nice looking women when we select a photo to go with an article,' she wrote.
'It might behoove us to select more average looking women for our comms (sic) strategy.
'For example, the attached article shows a pretty woman, wearing make-up while deployed on duty.
'Such photos undermine the rest of the message (and may even make people ask if breaking a nail is considered a hazardous duty.'
Ms Arnhart cited a photograph used last year that depicted a female soldier with mud on her face as one which 'sends a different message' in the email that was obtained by POLITICO.
'(It is) One of women willing to do the dirty work necessary to get the job done.'
Arnhart’s message was originally only sent to two people, including Col. Christian Kubik, chief of public affairs for the Army’s Training and Doctrine Command (TRADOC).
The Col. highlighted the importance of using images that convey the true nature of soldiers' works in advertising campaigns, rather than featuring attractive members of service whose appearances 'undermine' the job
'Women willing to get do the dirty work': This image of an Israeli defence soldier is more in keeping with Ms Arnhart's vision for the American Army's advertising strategy
He forwarded the email to all public affairs officers, adding: 'A valuable reminder from the TRADOC experts who are studying gender integration — when public affairs officers choose photos that glamorize women (such as in the attached article), we undermine our own efforts.
'Please use "real" photos that are typical, not exceptional.'
An Army spokesman however said the comments were 'an internal email conversation' and 'not an Army position'.
Critics have interpreted the female colonel's position as an indicator of gender inequality within the service in the wake of the leaked email.
Rep. Jackie Speier took to Twitter to express her view that the message was 'another example that @USArmy just doesn’t get it as it debates if pretty girls should be used in pamphlets.'
One Army source said, 'It scares me to think that these are people involved in gender integration.'
Heading the campaign from Fort Leavenworth, Kansas, Ms Arnhart is charged with leading 'an extensive study of the institutional and cultural factors associated with integrating women into previously closed' positions.
Earlier this month Ms Arnhart said: 'As we move toward integrating women into previously closed occupations, we must do so with the understanding that the leadership and culture of a unit — the history, lineage and social dynamics — are crucial to successfully dealing with changes that will occur.'
Read more: http://www.dailymail.co.uk/news/article-2510492/U-S-Army-told-advertise-recruits-using-average-looking-women.html#ixzz2lHQHqJkK
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