Changes in enlistment motivation from institutional to occupational and back can be found in the advertisements for the military service. Consider the purpose of the Army of One, the Navy's Accelerate Your Life, and the Air Forces program (which was what again? obviously it didn't track well with this demographic). The JMSDF has apparently two recruiting videos. One is clearly institutional and the other, well, I'm not sure what the other is. Look for yourself and determine (this link has both videos playing simultaneously). Thank to Glimpse of the World for this. See note: see this English-language Japanese news story on SDF / JMSDF recruiting changes (not quite the Army of One or Be All You Can Be).