Ever since our country was founded, many citizens have felt they have been called into a military service in hopes of helping the nation. The government has incorporated many different tactics in order to try and entice people into joining, as well as relying on an all-volunteer military. One of the most well-known recruitment tools was in the posters of Uncle Sam pointing his finger with the caption under him saying “I WANT YOU FOR THE U.S. ARMY” urging young men to enlist in the war effort. This poster was memorable and effective because it appealed to emotion and logic, appealing to dominance and grabbing the intended audience’s attention.
“Uncle Sam,” goes back 200 years since the war of 1812. The origin of the term “Uncle Sam”, is associated with a meat packer from Troy, New York named Samuel Wilson. During his time as a meat packer Wilson supplied barrels of beef to the United States Army during the war of 1812. According to History, “Wilson stamped the barrels with “U.S” for the United States, but soldiers began referring to the grub as Uncle Sam’s.” In the late 1860’s-1870’s, political cartoonist Thomas Nast began to change and alter the image of Uncle Sam, giving him the white-beard and stars-and-stripes suit that are associated with the character today. The most famous image of Uncle Sam was created by artist James Montgomery Flagg. According to History Flagg’s version of Uncle Sam “wears a tall top hat and blue jacket and is pointing straight ahead at the viewer. During World War I, this portrait of Sam with the words “I Want You for The U.S. Army” was used as a recruiting poster.” The poster was used for recruitment, productivity, and motivation as well as for financing the war effort. After gaining a tremendous amount of attention, the poster was first used on the cover of Leslie’s Weekly in July 1916. This poster played to the fears, frustrations, and faith in freedoms that lingered in the minds during the war. Even now, the poster is instantly recognizable, and it can still be seen across the country today.
The main depiction of logos comes from the idea that Uncle Sam is symbolizing the United States. This is supported by the fact that they not only have the same initials (U.S.), but Uncle Sam is dressed in the colors of the American flag, even as detailed as to the stars on his hat. To anybody who sees this poster, the connection is clear. This piece captured audience’s attention immediately because, it was as if the United States was personally calling citizens to join and serve in the military. According to Smithsonian Mag “No doubt it was effective. In addition to the 3 million conscripted for service, 2 million men volunteered through the efforts, and $24 billion in war bonds were raised. Not only did it show support for what had been an unpopular war, it also showed how powerful advertising could be overall.” By incorporating a pointing finger into the poster and putting “nearest recruiting station” in small print it logically argues that it is calling all to voluntarily join in protecting the nation, and calls all who are willing to show the highest level of patriotism.
There are two main uses of ethos that this ad includes. One being the artist James Montgomery Flagg signs his name towards the right of the portrait. James Flagg was one of the country’s most well-known cartoonists and had created dozens of posters for the United States during World War I and War World II. According to the Washington Post “These physical attributes also belonged to James Montgomery Flagg, the illustrator who brought the modern Uncle Sam to life. Flagg used himself as a model, a fact that so impressed President Roosevelt, he once told the artist, I congratulate you on your resourcefulness in saving model hire. Your method suggests Yankee forebears. Flagg eventually designed 46 propaganda posters for the government during WWI.” By signing his name on the poster, it lends credibility that this ad means business, and that the person who drew this is someone who has proven himself with experience and lends extra credibility to the poster. Another use of ethos is the Uncle Sam figure himself. The way Uncle Sam is dressed indicates a certain patriotism due to the idea that he is dressed as one of the founding fathers. The coat that he is wearing indicates clothing from the 18th century, and his hat was a common thing worn in the 20th century. Although Uncle Sam’s face is based off the artist, it still shows an elderly man, who can be seen as wise and stern. By Uncle Sam’s appearance he is meant to bring out a sense of pride and unity for the country.
With the pointing of the finger he demands authority and almost accuses citizens by saying “how could you not fight?” Since the poster is pointing you to the nearest recruiting station, this suggests that it somehow relates back to the United States government, mainly because there were very few things pointing people in that direction at the time.
Pathos is the main rhetoric used in this poster. What this poster does more than anything is bring out a sense of emotion in the audience. One reason this poster has remained recognizable and relevant is due to the fact that it grabs the audience’s attention. When you look at this poster it makes you feel a sense of honor and dignity because it feels as if you are personally being called to serve. The fact that Uncle Sam is pointing at the reader means the purpose is to make the reader feel unique and special because Uncle Sam, who is a symbol of the United States, is singling them out and choosing them. Another way the poster can make the reader feel unique is by the way Uncle Sam is looking, he is making direct eye contact with the reader which can make them feel wanted and confident in joining the army. His eye contact can point to Uncle Sam’s determination and can indicate he won’t take no for an answer. Another appeal would be the word “YOU” because of the fact that it is bolded in the color red on poster. By bolding this it puts a strong emphasizes that Uncle Sam specifically wants the reader to join and enlist. This word can indicate that anyone and all can join because whoever the reader is, that is who he is calling. The emotion Uncle Sam shows in the poster points to the determination the United States has in getting the reader to join the army.
The Uncle Sam poster is a striking and effective propaganda poster due to all the colors and illustrations that make it eye catching. The design is simple, and there’s not too many elements and information on it that may derive meaning from it. It’s direct and gets the attention of the audience due to its dominant approach. The imagery of Uncle Sam puts a face to the country and evokes a sense of patriot sentiment. This poster has been around for centuries due to it effectively incorporating ethos, pathos, and logos. Logos is used very well, because you can clearly depict what the meaning of the poster is and who the poster is telling. Ethos is represented well because, the illustrator incorporates his name into the poster giving it credibility, and the design of the poster itself looks poised and professional as if the government was apart of designing it. This poster pulls on emotions, by singling out the reader and making them feel as the if the United States is personally calling them to serve in the army. As always, newer posters have taken the spot of this one, but the picture of Uncle Sam will always be present in an Americans mind.
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