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-strongcampaign-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 (17751783). 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.