Ukraine and Russia represent two different approaches of appealing to young men to join the army. These two videos are in Ukrainian and Russian, but the visuals will tell the story without any words:
Ukraine: Community, Sense of Belonging. It is about him, protecting the others, being a part of the nation, respecting freedoms his grandparents fought for during the Second World War against the Nazis.
Russia: Narcissism, Self-perfection. It is all about him, “the hero,” who will be fighting the enemies, even if he has to seek them on his own. Almost no justification is needed in order to fight. (In fact, watching Russian state-sponsored TV programs may be just enough for him to start seeing enemies everywhere and in everyone).