The article considers information campaigns and advertising as an element of the system for attracting service members to the armed forces. The role of information and the ways of its presentation are analysed, and their advantages and disadvantages in the current information system are identified. Based on the identified problems, a proposal is made to optimise the current system for providing information in order to improve the awareness of potential candidates for military service and promote the military profession. The results of the theoretical analysis can be used to improve the current model for attracting service members in terms of presenting information and advertising.