1915

Becky Yang

This Enlist poster created by Fred Spear in 1915(?)

shortly after the German U-boats sunk the Lusitania while it

was sailing from New York to Liverpool. It was important

because this was one of the reasons that caused America to

join the war. It was a tragedy because the Lusitania was a

passenger ship and yet it was still attacked (it was carrying

war contrabands however so it totally makes sense). There

were 120 American passengers that lost their lives (out of

1153). The poster Fred Spear created afterwards is based

off a real woman and child who both perished by drowning.

The event caused great anger in the United States. This

propaganda poster is effective although it is simple, because

it plays off of those emotions. It doesn't say a lot through text

but the imagery is enough to see the injustice. No one would

think that a mother and child would have had to die when they themselves had nothing to do with

the war (not completely true but whatever. wrong place/wrong time). It's different from the other

war posters of the time which made direct references to the war through American icons or people

who were actually involved in the war. This one shows an effect of the war. Without any prior

knowledge of the sinking of the Lusitania, this poster would not even make sense. By staying

simple with one word, it evokes an emotion that the other posters would not have been able to

achieve.

1917 – 1918

Ahndi Flores

J.M. Flagg's "Uncle Sam" poster is thee most iconic

recruitment posters. Uncle Sam is a authoritative elderly

man with an outfit that has a similar design to the American

flag. Uncle Sam personified the American Government. The

name "Sam" came from a meat supplier Samuel Wilson.

"Samuel Wilson was a man of great fairness, reliability and

honesty." - J.M. Flagg. Over 4 million copies were printed

between 1917 and 1918. It was such a strong popular

image it was used again in World War II.

1943

Sara Anderson

Propaganda Posters during World War II focused on

inputting a positive message into the war, and unlike

propaganda posters in previous times, they began to target

support from the home front like teens. A company called the

War Advertising Council produced propaganda posters during

World War II that persuaded people to do their fair share in

the war. The illustrations highlighted the war in a positive

light, emphasizing the concept that the support of people at

home makes all of the difference to the ones who are fighting

across the sea. The Illustrated Red cross poster shown

displays the overall theme of World War II propaganda

posters with the statement, “Your RED CROSS is at his side”

printed at the bottom. The soldier shown and the statement persuade the people not fighting can

still support their troops, and that their help is crucial and will keep the troops alive. The illustrated

image of the solider in the poster is shown smiling and grateful after the assistance of the Red

Cross, making the viewer feel obligated to donate to the Red Cross for war fund. Taking a closer

look at the soldier also, one can see it is a younger soldier, focusing on the target audience of

being young Americans so that they can relate to the soldier. The only older figures shown in the

poster are a woman and man in uniform with smoke surrounding them, making them appear not as

important for the viewer. The decision to mute out the older characters is a conscious decision to

target the younger audience, and not lose them by creating focus on an older generation. This

illustrated poster along with many modern propaganda posters target the large group of young adults from the home front, instead of focusing on getting the attention on an individual.

1945

Amy Woo

 As men fought the front-line battles during WWII,

women took on other positions during wartime. For

instance, working at factories that produced goods for

the army or filling in male positions on the farm. Many as well volunteered for the Red Cross.

Although women are almost taken for granted

during the war, they contributed greatly at the time of

grave need. After the bombing of Pearl Harbor,

opportunities for nurses increased as the profession

was in a dire need to treat wounded soldiers. As the

profession became increasingly popular, the

government began providing free education to nursing

students between 1943 to 1948. After Pearl Harbor, the

government provided 4 week trainings for newly

commissioned nurses and increased the number of practicing army nurses dramatically (from 12,000 to 150,000 by 1948)

Our theme for this curated exhibition is based on Modernity and Tradition; this poster falls

under the latter category. However, specifically it is a poster that is directed to the younger

audience / population of America. This is a propaganda recruitment poster, directed even more

specifically at females interested in joining the army as cadet nurses – probably fresh out of high

school or college. It was created in 1945 by Alexander Ross, at the last stage of WWI. It lures the

female viewers in by offering them a lucrative deal of free lifetime education after their service. It

shows two high school/college students (it is assumed as they are carrying textbooks), admiring

the nurse corps, giving the feeling of wonder and praise. The nurse looks stern, yet hopeful and

proud to be in her immaculate uniform, proud to serve the army. Ironically, it looks like the nurse

has an easy job as depicted by her spotless uniform, which we know is not true – the position was anything but easy going.

1945

Tiffany Yang

“Rosie the Riveter is a cultural icon of the

United States, representing the American women

who worked in factories during World War II, many of

whom worked in the manufacturing plants that

produced munition and war supplies. These women

sometimes took entirely new jobs replacing the male

workers who were in the military.The character is

considered a feminist icon in the U.S” (Harvey).

There is little doubt that women's work in the two

World Wars of the twentieth century was an

important factor in the outcome of both wars. This

involvement changed the social status and working

lives of women in many countries from that point

onwards. Women's contribution to both wars was significant; though the attitudes towards their

contribution were typically paternalistic. In many Allied countries women were encouraged to join

female branches of the armed forces or participate in industrial or farm work. “With this expanded

horizon of opportunity and confidence, and with the extended skill base that many women could

now give to paid and voluntary employment, women's roles in World War II were even more

extensive than in the First World War. By 1945, more than 2.2 million women were working in the

war industries, building ships, aircraft, vehicles, and weaponry. Women also worked in factories,

munitions plants and farms, and also drove trucks, provided logistic support for soldiers and

entered professional areas of work that were previously the preserve of men. In the Allied

countries thousands of women enlisted as nurses serving on the front lines. Thousands of others

joined defensive militias at home and there was a great increase in the number of women serving

in the military itself, particularly in the Red Army. Several hundred thousand women served in

combat roles, especially in anti-aircraft units. The U.S. decided not to use women in combat because public opinion would not tolerate it” (Campbell).

1940-1945

Rachel Surnow

In the early 1940s to about 1945 Walt Disney was involved in helping creating US

propaganda for the government to help support our involvement in World War II. In Der Fuehrerʼs

Face, directed by Jack Kinney, Disney uses Donald Duck as the main character who gets a small

taste of the life overseas with Hitler being in charge and what type of communist control he had

over the people. By using the sweet and wholesome Disney characters, they are grabbing the

attention of the young kids of America who are then giving into this idea they are projecting that

America must join the war or else their America will look like “this.” These characters are stories

are ones children trust and are familiar with so they respond best to the simple stories they lay out

for them. The propaganda was not only targeted for the older America, but for all Americans

including the youngest generation. These are the first type of illustrative cartoons that hit such a

young age group. Disney was at the peak of its success and to distribute such cartoons advocating

war and sending our military overseas, which is a complicated discussion, and transforming it into

visual narratives to help and promote children to watch and learn about World War II is quite intelligent and really very scary to think that it can reach such a young audience.

Modern day (~2006)

Jessica Kim

The modern ad/poster/billboards of the militaryʼs recruitment is drastically different than that

of WWI and WWII. The use of traditional painting is no longer used, but instead, photography and

the use of Photoshop and computer texts are used. The military ads and recruitment posters arenʼt

very straightforward unlike of pastʼs advertisements (they no longer have large text that reads

“RECRUIT!”). Instead, they use simple, yet “strong” slogans that create an idea to people that

those in the military are honorable, dignified, and strong.

Since the war in Iraq happened after 9/11, the government was in dire need of young men

and women to recruit and fight in a war against terrorism. One solution was advertising. In 2006, “a

$200 million-a-year contract with a major advertising agency” was announced, and the army

changed their slogan/punchline from “Army of One” to “Be strong. Army Strong.” This creates an

idea that though one is strong, he/she canʼt compare to a strong individual that is in the army.

The slogan for the Marines is “The Few. The Proud. The Marines.” This slogan is to depict

patriotism, honor, dignity, and most of all, manliness. In the commercials and billboard ads, there is

a certain aura of patriotism in it, and they also state on their website that if you are a marine, you

are a “warrior” and “best of the best “.

The ads and posters from both, the army and the Marine Corps, creates an illusion that

being rough and working hard makes one a strong citizen that helps his/her country. Though the

slogans and mediums have changed, the idea of “patriotism” and the roles of gender still plays

within the ads.

Modern day (~2008)Army Strong Campaign

Chris Cherrie

EXAMPLES

http://www.youtube.com/watch?v=JG73wphfG68&feature=related http://www.youtube.com/watch?v=pBYXc_E-k3A&feature=related

http://www.youtube.com/watch?v=IuSJLB57--8&feature=related SOURCES:

http://www.army.mil/-newsreleases/2008/11/11/14162-us-army-extends-army-strong-

campaign-with-new-advertising/ http://www.npr.org/templates/story/story.php?storyId=6256042

WRITE UP: McCann Erickson, a global advertising agency network, alongside the US Army produced

the "Army Strong" campaign with four new national advertising spots that started rolling out on

Veterans Day November 11 2008. The campaign defined the unique personal development

opportunities gained from serving in the US Army. The television commercials communicate how

being a member of the US Army can benefit the individual while protecting ones country. For

example, working with technology, advancing education, finding challenging training, being on a

winning team - things they will use throughout their career. “We want them to see that your Army provides opportunities like no other company, school, team or shop."

"These new ads convey that there is no other place in the world that offers the experiences

you will gain through public service in the Army," said Ed Walters, Chief Marketing Officer for the

U.S. Army. "Whether a young person decides to stay in the Army for a full career or decides to

pursue another career after the Army, they receive the skills that the American public values and

employers desire. The Army develops these skills through high tech training, leadership experiences, and educational opportunities at prestigious civilian and military institutions."

The four spots, which began airing Nov. 11, each feature a different aspect of the benefits of

serving as an Army Soldier - teamwork, personal development, leadership and job skills training.

Each ad begins with an activity that could occur in the civilian world and ends by revealing how that same activity is unique to a Soldier doing the same action in the Army.

"Team" underscores the benefits of being on a team in the Army made up of heroes like no

other. "Shop" demonstrates what it would be like to work in a shop that teaches a Soldier

everything from technology of robotics to working on jet engines. "School" illustrates the only

classroom in the world where Soldiers can learn technology, strength, and leadership skills all in

one day. "Company" alludes to the many business leaders who began their careers in the Army

and following their service to our Nation moved into a world filled with career opportunities and respect.

Each TV spot will drive people to the goarmy.com Web site. The site is enhanced with web

films featuring Soldiers sharing their unique experiences going through basic training, living on an Army installation or deployed overseas.

"The Army recognizes that young men and women spend a significant amount of time

online and are socially connected to their peers," said Walters. "These unique ads are designed to

spark attention and encourage interested people to visit goarmy.com to experience the Army through real Soldiers who are their potential peers."

Army Soldiers were used in the new round of advertising and lend an authentic feel to the spots.

Additional advertising executions are expected later in the year and in early 2009. McCann

Worldgroup, the U.S. Army's marketing agency of record, produced the fully integrated campaign.

US Army Logo (Broad time frame, 1775 - present)

Gabe Zimmer

Despite its widespread usage in the public

sphere, the history of U.S. Army logo remains relatively

unknown to many people including its die-hard

supporters. A traditional army logo came into existence

for the first time during the American Revolution (1775-

1783). The emblem came under revision soon after the end of World War II under the National

Security Act of 1947 with the Seal Department of the U.S. Army supervising it. Spin-offs such as

“U.S. Army Wife” have also appeared, mainly as bumper stickers, which has had a significant hand

in creating a new niche for people to boast about their connection to army members.

Symbolism: The Army of One is about both the individual soldier and the collective

strength of the Army. It represents the soldiersʼ pride in making a difference for themselves, their

families, and the nation.

Background: The Chief of Staff, Army, approved the wear of the patch on the ACU by

personnel assigned to Headquarters Department of the Army (all personnel), U.S. Army

Accessions Command (USAAC), U.S. Army Accessions Support Brigade, Initial Entry Training

(IET), and One Station Unit Training (OSUT). The patch may be worn on the ACU only. For all

other classes of uniforms, soldiers will wear the shoulder sleeve insignia currently prescribed by

AR 670-1. The patch was authorized on 16 June 2006.

The U.S. Army has put a strong emphasis on its branding strategy, after its discovery that

its recruiting targets seemed far-fetched. Since 1995 the U.S. Army missed its recruiting goals

three times i.e. in 1999 there had been a shortage of 6,500 recruits. The answer to its recruiting

problematic was a change in the way the U.S. Army communicates with the young people in the

USA. A short-sided approach to rely simply on its name, the U.S. Army learned that they needed

ongoing insights in research-based advertising in order to understand the attitudes and needs of

young people. A Marketing Strategy Office (MSO) was created that works with commercial

professionals and changed its approach from a requirements contract to a performance-based one

in order to actively promote what the U.S. Army stands for. The ad-campaign MSO came up with

was “Together We Stand: An Army of One”, which addresses roughly three functions of a brand: it

refers both to the values the Army finds important, and a social trend that demands the Army listen to it.