Propaganda has played a crucial role in the mobilization of the masses during war conflicts, especially in World War I. In this context, new persuasive communication techniques were developed to influence public opinion and shape perceptions of enemies and allies. In this context, new persuasive communication techniques aimed at influencing public opinion and shaping perceptions about enemies and allies were developed. This article will focus on analyzing World War I propaganda posters, using a basic scheme of analysis, in order to better understand the methods and objectives that guided their creation and circulation.
War & Propaganda THE GREAT WAR
BETWEEN WEAPONS, IDEALS AND PROPAGANDA
World War I, which lasted from 1914 to 1918, was one of the most devastating and transformative conflicts of the 20th century. Often described as the “Great War,” it involved the major world powers divided into two major alliances: the Triple Entente (composed of France, the United Kingdom and Russia) and the Central Powers (led by Germany, AustriaHungary and the Ottoman Empire). This conflict marked the end of the old monarchical Europe and the beginning of a new era of technological and massive wars. This conflict marked the end of the old monarchical Europe and the beginning of a new era of technological and massive wars.
One of the most remarkable aspects of World War I was the extension of the war into the civilian and mental sphere. With a much longer duration than expected, the conflict required not only the mobilization of armies, but also of civilian populations, which became a key component of the war effort. In this context, propaganda emerged as a vital resource for the belligerent nations. Propaganda sought to mobilize public opinion, justify the war, maintain morale in the rearguard, recruit soldiers and workers for the military industry, as well as demoralize the enemy.
War & Propaganda THE GREAT WAR
BETWEEN WEAPONS, IDEALS AND PROPAGANDA
From the beginning of the war, governments established agencies dedicated exclusively to the creation and dissemination of propaganda. For example, in the United Kingdom, the War Propaganda Office (known as Wellington House) was created to produce and distribute propaganda material aimed at both local and international populations. In the United States, the Committee on Public Information, headed by George Creel, was responsible for massive campaigns ranging from posters to films to public speeches to encourage support for the war following the country's entry into 1917.
Propaganda during World War I was not limited to the production of posters; it was also used in speeches, newspaper articles, patriotic songs, films and newsletters. However, posters became one of the most effective
and accessible media because of their visual impact and their ability to be easily reproduced and distributed en masse. Messages were often direct, emotionally charged and appealed to a sense of patriotic duty. They used images of national heroes, female figures in peril, and children symbolizing innocence and the future of the nation, seeking to provoke feelings of pride, responsibility and, in some cases, fear of the enemy.
(Fig 1) U S Official War Pictures 1917
Louis D Fancher
War & Propaganda MESSAGES OF WAR
A LOOK AT THE VISUAL PROPAGANDA OF THE GREAT WAR
During World War I, visual propaganda became an essential strategic tool for influencing public opinion and mobilizing the masses. Propaganda posters, with their direct messages and powerful images, played a crucial role in constructing narratives of heroism, sacrifice, and hatred of the enemy. Through vibrant colors, striking slogans, and patriotic symbols, these posters sought to recruit soldiers, encourage the purchase of war bonds, and keep morale high in times of uncertainty. In this section, we will explore how these graphic messages not only reflected the values and fears of the time, but also helped forge a unified national identity amid the chaos of global conflict. Through a detailed analysis, we will examine the hidden meanings and visual strategies that turned these posters into authentic weapons of mass persuasion.
(Fig 2) Women! Help America's sons win the war--Buy U S Government Bonds, 2nd Liberty Loan of 1917 1917 R H Porteous
War & Propaganda MESSAGES OF WAR
A LOOK AT THE VISUAL PROPAGANDA OF THE GREAT WAR
(Fig 3) You--Buy a Liberty bond lest I perish 1917 Charles R Macauley
(Fig 4) Wake up America! Civilization calls every man, woman and child! 1917 James M Flagg
(Fig 5) I want you for U S Army : nearest recruiting station 1917 James M Flagg
(Fig 6) Destroy this mad brute Enlist - U S Army 1918 Harry R Hopps.
(Fig 7) Britain Needs You at Once 1915 Unknown
(Fig. 8). Joan of Arc saved France-Women of America, save your country-Buy War Savings Stamps 1918 Haskell Coffin
War & Propaganda MESSAGES OF WAR
A LOOK AT THE VISUAL PROPAGANDA OF THE GREAT WAR
The “Buy a Liberty Bond Lest I Perish” (Fig. 3) poster uses the personification of the Statue of Liberty to make a direct appeal to the public. During the war, funding was crucial, and war bonds became an essential means of raising funds.
In this poster, the Statue of Liberty, a traditional symbol of freedom and hope, appears with a defiant, stern look with a gesture that reflects urgency and concern and prompts the viewer to purchase these war bonds for war relief. This design, which appealed to national values, used fear of the loss of fundamental freedoms as a motivation to drive bond purchases, making financial sacrifice seem like an indispensable contribution to the national cause.
In addition, the use of the pronoun “I” in the phrase “Lest I Perish” further personalizes the call to action, generating empathy in the viewer. The visual structure of the poster, with the Statue of Liberty pointing directly at the viewer, is similar to that used in the “Uncle Sam” poster (Fig. 5), creating an
immediate, interpersonal connection with the audience.
Historically, these propaganda posters not only sought financial support, but also to maintain high morale in times of war. The purchase of bonds was presented as an investment in the future of the country and in the defense of its fundamental values.
War & Propaganda MESSAGES OF WAR
A LOOK AT THE VISUAL PROPAGANDA OF THE GREAT WAR
“Wake Up, America!” (Fig. 4), shows a female figure, symbolizing America, in a state of lethargy, while the message ‘Civilization Calls’ suggests that war is a struggle to preserve fundamental values. It appeared in 1917, during a period when the United States was seeking not only to recruit soldiers, but also the active support of civil society in terms of resources and morale. The image of a half-asleep woman evoked a nation still passive to the threat, creating a sense of alarm and urgency. This poster sought to awaken the viewer, mobilizing both men and women to actively contribute to the war effort, turning the conflict into a national cause.
The poster, “I Want You for U.S. Army,” (Fig. 5) is one of the most iconic. This design, created in 1917 by James Montgomery Flagg, shows the famous “Uncle Sam” character pointing directly at the viewer. The historical moment when it appeared coincided with the entry of the United States into the war, which increased the urgent need for volunteer soldiers. Visually, the choice of “Uncle Sam” pointing directly generated a personal and individual connection with each viewer, while the patriotic colors - red, white and blue - reinforced national identity. The persuasive strategy focused on appealing to personal duty and patriotism, making the call to enlist seem not just a choice, but a moral obligation for every citizen.
War & Propaganda MESSAGES OF WAR
A LOOK AT THE VISUAL PROPAGANDA OF THE GREAT WAR
The “Destroy this Mad Brute” (Fig. 6) recruitment poster sought to motivate Americans to enlist in the military and protect their land.
The main figure in the poster is a giant and ferocious ape. The gorilla is wearing a helmet, associated with the German military, with the word "Militarism" on it. It symbolizes the Imperial Germany as a brutal, savage, and outof-control force. The gorilla has 'kulture', culture in German, written on a bloody mallet, suggesting that its culture is barbaric and violent. The gorilla is carrying a semi-naked and unconscious woman, who assimilates to freedom, showing that Germany is a threat to her freedom and the Western values on which the country is founded.
The poster's background is ruins, showing how affected and destroyed Europe was by the war. Likewise, the gorilla is entering a beach with 'America' written on the sand, referring that Germany is now a threat to the country.
This poster is a classic example of the use of propaganda to manipulate the public's emotions. It uses images of brutality and threat to generate fear and hatred of the enemy. The depiction of the enemy as a "maddened beast" dehumanizes the Germans, making it easier to justify war and enlistment.
War & Propaganda MESSAGES OF WAR
A LOOK AT THE VISUAL PROPAGANDA OF THE GREAT WAR
The ‘Britain Needs You at Once’ (Fig. 7) seeks to motivate British men to join the army to fight in the war. The language they use like 'needs you' seeks to make a direct and personalized appeal to the youth of England, as well as appealing to a notion of duty to answer the call of recruitment. Also ‘at once’ reflects the urgency of it.
The image depicts St George, the patron saint of England, facing a dragon. The poster has medieval designs, as it seeks to evoke a time of heroism and bravery. This seeks to idealize war as a noble and honorable act, something that appealed to many young people.
St. George slaying and pushing the dragon represents the triumph of good over evil, symbolizing them as the good and hinting they will win the war. It also refers to the legend of St. George with the dragon, which shows that it is prophesied that they will win the war.
The image of St. George also appeals to a religious call, reinforcing the idea that participating in war is a moral crusade, a sacred duty to protect the homeland. The image is powerful because it draws on symbols deeply rooted in British culture, igniting nationalism and showing young people that it is their duty to their country to enlist.
War & Propaganda MESSAGES OF WAR
A LOOK AT THE VISUAL PROPAGANDA OF THE GREAT WAR
This poster (Fig. 8) refers to the American campaigns to raise funds through the sale of War Savings Stamps. This poster appeals to women, highlighting their essential role in supporting the war from home.
The central figure of this poster is Joan of Arc, who is a symbol of patriotism, heroism, sacrifice, and bravery. The use of Joan of Arc connects and relates American women to the historical figure, emphasizing that even though they do not fight on the front lines, their financial support is also heroic and fundamental to saving and helping the country. The phrase is simple but it makes a direct call to what they should do, buy stamps, to save and contribute to their country.
The message appeals to both a sense of patriotism and moral duty, elevating women to the level of heroines of their country by collaborating with the purchase of savings stamps. Using Joan of Arc as a symbol of heroism and sacrifice, it emphasizes that their financial support is a fundamental act in saving and strengthening the nation.
War & Propaganda ECHOES OF THE PROPAGANDA
C O N C L U T I O N S A N D F I N A L R E F L E X T I O N S
Propaganda during World War I was a key tool in aligning society with government goals. It not only promoted military and economic participation but also fostered a sense of national unity and justified the collective sacrifice necessary for war. World War I propaganda not only mobilized human and economic resources but also shaped how societies perceived war, turning it into an act of moral and patriotic duty.
The designs varied according to the countries, as each sought to highlight its own elements and symbols, such as the Statue of Liberty in the United States and St. George in the United Kingdom, to achieve greater connection and appeal to people's feelings.
Many posters used direct messages to individualize the appeal. This turned the message into a personal dialogue between the government and the citizens, as well as generating a greater sense of responsibility.
(Fig 9) Over the top for you - Buy U S gov't bonds, Third Liberty Loan 1918 Sidney H Riesenberg
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