I agree. There are so many lovely ones out there. But you're right. After WWII, recruiting posters started to become more utilitarian. The video ads today have a little bit of artistry as many of them resemble a music video or video game to attract those young folk, but I would hardly call them "beautiful." The more recent posters are also more about what you could get out of joining the military (a career, education, adventure) than about serving your country. I'm sure entire books have been written about this.
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