And before the advent of mass media, military heroism lent instant fame in a far-flung country, says Chernow.

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CAL's problems, Kupferschmied told Asiaweek, were caused mainly by an intransigent corporate culture rooted in military heroism and risk-taking.

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Of course, Mr Kerry also said he had the character to lead and trumpeted his military heroism, and Mr Bush crowed about successes such as Libya's decision on his watch to end its banned weapons programmes.

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In the military great courage is often referred to as heroism, while a lack of courage will brand you a coward.

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He spoke of his childhood as a military brat, of his father's heroism in wartime and his mother's own heroics while Dad was away.

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Veterans of the battle attended a military parade in their honour, and President Vladimir Putin paid tribute to their heroism.

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Military apparel migrated to civilian life centuries ago, when veterans realized uniforms invited attributions of reliability, discipline and heroism and when various civil institutions used them as a means of regulating groups of people.

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