Introduction
In May of 1940, before the United States joined World War II, Major Thomas B. Woodburn created the “Defend Your Country: Enlist Now in the United States Army” poster. (Woodburn, 2006). While the United States was not yet a part of the war, there was still a growing sense unease in the American people due to the upcoming threat of Nazi Germany. ("Research Starters," 2006). The poster was published before a draft was instilled in the United States, but the poster was published when the idea of a draft was becoming proposed as a real possibility. ("Research Starters," 2006).
In this paper, I am arguing that the “Defend Your Country: Enlist Now in the United States Army” poster uses the character of Uncle Sam to evoke strong feelings of patriotism in order to persuade the target audience. In the poster, Uncle Sam is right in the center with a bald eagle beside him, immediately grabbing the audience’s attention. (Woodburn, 2006)..The poster reads “Defend Your Country: Enlist Now in the United States Army.” Along with the patriotic symbols of Uncle Sam and the bald eagle, the poster also uses red, white, and blue to evoke a feeling of patriotism. While the use of the colors paints a picture of the American flag, I argue that it also makes the poster resemble a boxing ring. I also argue that the image of the boxing ring paired with Uncle Sam as the fighter, is a metaphor for how the United States was preparing for the moment that they would have to join World War II. (Woodburn, 2006).
Also in this paper, I argue that the poster is trying to persuade healthy, young men in America to do their patriotic duty and enlist in the United States Army to fight in World War II. Then, with the poster’s context in mind, I argue that the poster is not asking for men to enlist in the army, but is demanding for men to enlist. I also argue that the poster tells a story by using Uncle Sam and his appearance. Furthermore, I argue that the poster both uses patriotism to persuade its audience, but it also uses self-control so that the feeling of patriotism is not overwhelming to the audience.
First Point (Context)
On May 28, 1940, the “Defend Your Country: Enlist Now in the United States Army” poster was published by Tucker Spurgeon in New York. (National Museum of American History, 2020). While Spurgeon was the publisher, the poster was created by Major Thomas B. Woodburn, an editor and art director at Recruiting News. (Zachary, 2017). In fact, in the bottom right corner of the poster, Major Woodburn’s signature can be seen. As the head of the Army’s Recruiting Publicity Service, Major Woodburn plastered his poster across the country. (Zachary, 2017). Major Woodburn’s poster rapidly multiplied, having 12,000 alone in local New York. (Zachary, 2017). I believe that this poster is targeted towards men in the United States. Particularly, I believe the poster is appealing towards healthy, young men that are capable to enlist and fight for the United States Army.
During World War II, propaganda posters were crafted to instill hope, confidence, and patriotism. (National Museum of American History, 2020). Propaganda posters were often used to recruit young men to join the war effort and enlist. (National Museum of American History, 2020). When Major Woodburn’s poster was first printed, the United States was not currently at war. In fact, despite the outbreak of the war in Europe in 1939, the United States was determined to remain neutral for as long as possible. However, the American people closely followed what the German forces were doing in Europe. ("Research Starters," 2006). There were many people in the country that believed that the United States would eventually be forced to join the war against the Axis powers. ("Research Starters," 2006).
Furthermore, when the poster was first created, there was not currently a draft in place for World War II. At that time, the United States army consisted of men who had voluntarily joined to fight for their country. However, with the upcoming threat that was Nazi Germany and the possibility that the United States would have to join the war, the idea of a draft became a very real possibility.
Second Point (Text)
In the background of the “Defend Your Country: Enlist Now in the United States Army” poster, there is a dark blue sky glittering with white stars. There is also a large, yellow circle behind Uncle Sam in the center of the poster. Furthermore, there are jagged, red stripes going across the poster inside the lower half of the yellow circle. Also, behind the jagged, red lines the background is white. The background incorporates the colors of the American flag, but in a subtle way. The background does not consist of a normal, uniform flag. Instead, however, the stars and stripes blend in and appear more natural than having the American flag behind Uncle Sam. In the “Defend Your Country: Enlist Now in the United States Army” poster, the American flag is easily identifiable, but it also is not so patriotic that it is over the top.
The background does not only portray the American flag, but it also depicts the background as a piece of cloth that is held up on either side by wooden posts. The wooden posts, the jagged, red lines, and the floor in the poster also make it appear that Uncle Sam is in a boxing ring. The idea that the background takes on the image of a boxing ring is supported by Uncle Sam's tough appearance.
In the “Defend Your Country: Enlist Now in the United States Army” poster, Uncle Sam is seen with an eagle flying behind him. The eagle appears to be flying beside Uncle Sam, as if they are both heading in the same direction or possibly fighting for the same cause. Also, in the poster, Uncle Sam is rolling up his sleeves. With his sleeves rolled up and his muscles showing, Uncle Sam exudes a tough exterior. His tough exterior is also seen through his facial expression. Uncle Sam is staring off into the distance. He appears strong and determined. Furthermore, Uncle Sam’s coat and his hat have been discarded on the floor behind him, as if they were haphazardly thrown down in a hurry.
Both the background and Uncle Sam’s appearance work hand-in-hand to convey an image. In the “Defend Your Country: Enlist Now in the United States Army” poster, Uncle Sam seems prepared for a fight. Through his rough appearance, his facial expression, and his clothes lying on the floor Uncle Sam is preparing for something. There is also the consideration of how the background appears to be a boxing ring. Uncle Sam is marching towards something unseen, he has the eagle on his side, and is prepared to take on anything. The idea that Uncle Sam is preparing for a fight is also supported by the words on the poster. The “Defend Your Country: Enlist Now in the United States Army” poster says “Defend Your Country” at the top and “Enlist Now in the United States Army” at the bottom. (Woodburn, 2006).
Third Point (Analysis)
In Major Woodburn’s “Defend Your Country: Enlist Now in the United States Army” poster, I think that it is trying to persuade healthy, young men to do their patriotic duty and enlist in the United States Army. I think the poster is trying to persuade the young men of America to fight and defend their country from the upcoming threat of Nazi Germany. I think that the poster’s target audience is healthy, young men in America because it is telling the audience to “Defend Your Country: Enlist Now in the United States Army.” The United States was preparing for a war, and it needed strong and healthy men that were capable of fighting for their country’s freedom.
In the “Defend Your Country: Enlist Now in the United States Army” poster, Uncle Sam’s appearance is similar to that of a boxer in a ring. (Woodburn, 2006). In the poster. Uncle Sam is preparing to fight for the United States of America. The poster says “Defend Your Country: Enlist Now in the United States Army.” (Woodburn, 2006). Uncle Sam is not asking for help, he is telling the audience to help. He is telling the audience to do their part and enlist. There is no question mark present in the poster, and the poster doesn’t say please. The poster is very straightforward with its message. The words “Defend,” “Enlist,” and “Now,” seem to resonate more because they seem more important and demanding than the rest. Furthermore, the word “Now,” is especially important when considering the context of this poster. This poster was created before the draft was introduced, so in a way the poster is telling the young men of America to do their part and voluntarily enlist now before they are forced to enlist by a draft.
In Jay Heinrichs Thank You for Arguing, he says to know your audience before crafting your message. (Heinrichs, p 199). Heinrichs’s also says to know your own context. (Heinrichs, p 199). When the “Defend Your Country: Enlist Now in the United States Army” poster was created, the United States was not at war yet; however, the war grew closer to the United States each day. (Woodburn, 2006). I think that Major Woodburn took this into consideration when creating the poster. I think Major Woodburn understood that eventually the United States would have to join the war against Nazi Germany, and when that happened the United States would need its men to enlist into the army to fight for their country. Therefore, while the poster’s target audience is healthy, young men, I think it also may be geared more specifically towards young men that were already eager to do their part and join the war effort without being forced to.
In Jay Heinrichs Thank You for Arguing his tactics 11, 12, and 13 work hand-in-hand together. (Heinrichs, p 87). Tactic 11 says that if you want to change an audience’s mood, tell a story. (Heinrichs, p 87). Tactic 12 says that emotional appeals require self-control. (Heinrichs, p 88). Tactic 13 says to show the emotion that you want to stir in an audience. (Heinrichs, p 99).. Major Woodburn’s poster “Defend Your Country: Enlist Now in the United States Army,” is telling a story. In the poster, the background appears to be a boxing ring, and Uncle Sam’s appearance tells a story that there is a fight about to happen. (Woodburn, 2006). Uncle Sam also tells a story all by himself. He is a patriotic figure that has been used in propaganda posters before this one to persuade men to enlist in the army. He is covered in red, white, and blue from head to toe. Not only is his character and his outfit patriotic, but the background is too. The background resembles the American flag with the stars in a sea of blue with red and white lines. (Woodburn, 2006). The poster seems very patriotic, but it contains self-control. The poster is obviously patriotic, but the feeling of patriotism is very subtle. While the background resembles the flag, it isn’t blatantly a copy of the American flag. The lines are not perfectly straight, they are jagged, and they appear below the sea of blue instead of right beside it. (Woodburn, 2006). The stars in a sea of blue are made to appear more like the sky rather than a part of the American flag. (Woodburn, 2006).
Furthermore, patriotism is greatly used throughout the entirety of the “Defend Your Country: Enlist Now in the United States Army” poster to persuade its audience to enlist in the United States Army. While Major Woodburn controls the patriotism so that it doesn’t suffocate the viewer, the poster still evokes a strong sense of patriotism in the viewer. From the colors of the American flag, to Uncle Sam, to the bald eagle, the poster is full of patriotic symbols. The use of red, white, and blue in the poster is very strategic. It is used as both part of the background and as a way to subtly bring the image of the American flag to the front of the viewer’s mind. The decision to use Uncle Sam in the poster was also a strong move. Uncle Sam had been used in multiple posters before that also usually evoke patriotism and involve enlisting. Uncle Sam’s character itself is like a visual representation of America. Also, the use of the bald eagle, which is America’s national bird, marching along with Uncle Sam makes the feeling of patriotism resonate even stronger in the audience.
In Michael Osborn’s “Archetypal Metaphor in Rhetoric: The Light-Dark Family,” he focuses on four sources of archetypal metaphor - light and darkness, the sun, heat and cold, and the cycle of seasons. (Osborn, p 59-94). Osborn says that light is a condition for sight. (Osborn, pg 117). With light, one is informed about his environment. (Osborn, pg 117). Osborn says that darkness brings the fear of the unknown. (Osborn, pg 117). Darkness discourages sight and makes one ignorant of his environment. (Osborn, pg 117). Osborn says that, “Light-dark metaphors can serve to suggest (where the determinism is left implicit) or to reinforce (where the determinism becomes explicit) the impression that some particular series of events had to or will occur.” (Osborn, pg 118). Osborn also says that “vivid symbolic representations of light and darkness may often perform a subtle but fundamental probatice function in a speech, well deserving individuation in such cases as argument by archetype.” (Osborn, pg 119). In Major Woodburn’s “Defend Your Country: Enlist Now in the United States Army” poster, Uncle Sam and the background of the poster are similar to a boxer in the ring. (Woodburn, 2006). Major Woodburn’s poster can be seen as a metaphor. Uncle Sam, the embodiment of American patriotism, is in the ring preparing for a fight. (Woodburn, 2006). There is an old boxing metaphor that says, “throw his hat in the ring.” ("Boxing Metaphors - Sporting Metaphors," 2020). The metaphor comes from the late 19th Century when a person would challenge a boxer by throwing his hat in the ring. ("Boxing Metaphors - Sporting Metaphors," 2020). In the “Defend Your Country: Enlist Now in the United States Army” poster, Uncle Sam’s star spangled is lying on the floor of the boxing ring. (Woodburn, 2006). Uncle Sam is challenging someone to a fight, which is a metaphor to how the United States was preparing to fight the Axis Powers in World War II. Uncle Sam is in the ring, and he has his sleeves rolled up, and he is ready to fight any enemy that approaches. Similarly, the United States was on its guard. While the United States had not currently joined the war, the United States was still aware of the upcoming threat. The U.S. was watching every move that the Axis Powers made in preparation for the day that the U.S. would have to step up and fight. The United States was prepared to defend their country at any moment, just like how Uncle Sam was ready for a fight in the poster.
Conclusion
In this paper, I have argued that the “Defend Your Country: Enlist Now in the United States Army” poster uses the character of Uncle Sam, the bald eagle, and patriotic colors to evoke strong feelings of patriotism in the audience. (Woodburn, 2006). I also argued that the colors in the poster are strategically used in order to paint a picture of both the American flag and a boxing ring. Along with the boxing ring, I argued that Uncle Sam’s appearance resembles that of a fighter. (Woodburn, 2006).
In this paper, I used Michael Osborn’s “Archetypal Metaphor in Rhetoric: The Light-Dark Family,” to support my idea that the boxing ring and Uncle Sam was a part of a metaphor. Uncle Sam was ready and willing to fight anything that threatened his country, much like how the United States was prepared and ready to join the war when absolutely necessary. Uncle Sam is portrayed as participating in the very behavior that the poster is trying to persuade the audience to do: fight for the United States. (Osborn, p 59-94). Also in this paper, I argued that the poster is trying to persuade healthy, young men in America to do their patriotic duty and enlist in the United States Army to fight in World War II, particularly the young men that were eager to voluntarily join the war effort.
Overall, in this paper I analyzed how Major Tomas B. Woodburn used the persuasive tactics of telling a story, self control, and the use of patriotism, which are mentioned in Jay Heinrichs Thank You For Arguing to persuade his target audience of young American men to join the United States Army in 1940. (Heinrichs, 2020).
Works Cited
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Copy of “Defend Your Country: Enlist No in the United States Army” Poster
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