Awards are issued for a variety of reasons, including specific acts of bravery (Medal of Honor, Navy Cross, Silver Star), completion of overseas tours ( Army Overseas Service Ribbon), individual acts of superior performance (Army Commendation Medal, Navy Achievement Medal), or for the successful completion of a prescribed period of time of service without incident (Good Conduct Medal, Armed Forces Reserve Medal). For branch-specific awards, each branch has its own criteria for issuing an award and order of precedence. For example, the Army Reserve issues the Army Reserve Overseas Component Training Ribbon for the completion of two weeks of training overseas. The regular Army, on the other hand, requires 90 days of continued service overseas for issuing a similar award.
The Navy Cross, pictured at left, is awarded to members of the Navy or Marine Corps for
"extraordinary heroism in connection with military operations against an opposing armed force." With
criteria like that, it's no wonder very few people receive this award and makes you question the sanity of
servicemen who have received this award more than once. Chesty Puller, one of the Marine Corps' most
historical and colorful characters, received the Navy Cross five times!
The Navy Cross is also the second highest award that can be awarded to members of the Navy and Marine Corps.
Only the Medal of Honor takes precedence.
Recent Trends
I think many servicemembers will agree that there has been a recent trend of issuing more and more awards for various operations and achievements. When I was in the Marine Corps (1987-1991), awards seemed to be issued less often than they are today. In those days, it wasn't uncommon for a Marine serving four years to be discharged from the Corps with only one or two medals and ribbons. The idea of giving someone an award for a permanent change of station (PCS) move as a kind of going-away present was unheard of for Marines, at least at that time.
I can't speak for the Air Force, but the Army and Navy both seem to follow the notion that someone leaving a unit, either changing duty stations or leaving the military completely, should get an award for his or her service to that particular unit. That may not be the case with every unit, but I think it is generally true for the units I've been assigned to.
These days, there seems to be a lot more going on in the world and there are a lot more awards someone could receive for participation in eligible activities. Just by entering the service, you become eligible for the National Defense Service Medal.
Receiving Awards
Issuing and receiving awards is generally a formal occassion which most commonly occurs during
regularly-schduled, unit formations, such as a weekly battalion formation. At some point in the formation, usually at the end, the person in charge of the formation will say, "Attention to orders," followed by, "Those to be recognized step forward." If you're going to receive an award, in many cases, someone will come to you before the formation and say something like, "Hey, you're getting an award today. Step out of the formation and go over there."
With some awards, you don't get much of anything; no formation, no reading of the citation, not even the
ribbon that goes along with the award. This is often true for unit awards. When you get a more personal
decoration, like the Army Achievement Medal, you will probably get a certificate along with the
medal, the ribbon, a lapel pin, and a decorative case, like the one pictured below.
 
 
If you're receiving the award formally (in a formation), after you're called to attention, the person in charge of the unit, usually the unit's commander will read (or have someone read for him) the citation as it's written on the award. The citation is normally worded to make your deeds sound like significant accomplishments.
After the citation is read, the commander will pin the medal (or ribbon) on you. Normally, you wouldn't wear medals or ribbons on anything but the full dress uniform, but when you're receiving an award, you can be in camouflage, cover-alls, or whatever else it is that you're authorized to wear to the formation. I've even seen people get awards in their civilian clothes.
Receiving an award in a decorative case like the Army Achievement Medal pictured at left can be a
special occasion, especially when you consider that the street value of these awards (including the
display case) can easily be as much as $40 in a surplus store. Other awards, like the Kuwaiti
Liberation Medal issued by the Saudia Arabian government can be more expensive. I've seen it in surplus stores for as much as $100. The exchange normally has them for around $15, if I'm not mistaken. Some awards are expensive no matter where you buy them, such as the Navy Cross. For some reason, this one is at least $75 from commercial vendors. The Navy Exchange has them for $67. I'm not sure why this one is so expensive. The Joint Services Commendation Medal is a lot more detailed and has a lot of decorative enamel on it, but it's price in the exchance is only $16.50. Maybe the Navy Cross is sold at a higher rate to deter wannabe-heroes and phonies.
Purchasing Awards
When I talk to civilians about awards, I'm often asked about the replacement of medals and ribbons. A lot of people are surprised to find out that these awards can be purchased not only in the PX, but also from commercial vendors.
The Medal for the Liberation of Kuwait, shown in the three photos below, comes in its own decorative case the way it was issued by the government of Saudi Arabia. The original award (shown here) is rumored to have the center made of real gold, where later versions (the ones that can be purchased in the PX and elsewhere) do not, but that may just be an urban legend.
From left to right: the Bronze Star, Purple Heart, and Air Medal.