There were 'pre-movie' recruiting ads in Texas movie theatres with knights fighting dragons that turned into Marines that I though was really hilarious and pathetic, but it wasn't 'bad' just tacky.
There were some other ads something along the lines of 'They called me a loser High School, but now I'm doing this and this' or whatever - which is in some way ok (most people feel like 'outsiders' in HS and teens yearn for self improvement), but maybe a little sketchy.
The Army is really serious stuff, it's ok to hint at adventure, self-improvement, fraternity but at the core it must appeal to 'duty' and or kind of communitarian obligation/commitment or it's the wrong message.
The individual tactics used by some recruiters are kind of deplorable, I do think however recruiters should be allowed in schools legally, just like any other employer.