Introduction
As Americans, we share a unique set of civic duties, whether it is the duty to vote, the duty to serve as a public official, or the duty to serve in the military. None of these duties are exactly mandatory, but they are essential for us to enjoy the freedoms that we hold dear. Americans share a unique patriotism that inspires this duty. The United States is notorious for its patriot inspiring symbols and icons. Just as the elephant and donkey remind us of our duty to cast our vote, the famous Uncle Sam “I Want You” poster has been used for generations for military recruitment.
Thesis: Through the use of strong patriotism and large appeals to ethos and pathos, the “I Want You” poster was and still is successful in inspiring Americans to enlist in the U.S. Army.
History
Many only know Uncle Sam from the posters that originated during the first world war, but its origins go over a century deeper, into the War of 1812.
- The name is associated with Samuel Wilson, a New York meat packer that supplied beef to the troops during the war of 1812.
- His barrels were marked with “U.S.” for the United States, but soldiers began referring to it as Uncle Sam’s.
- A newspaper wrote the story and eventually gained popularity as Americas nickname.
- The nickname gained more popularity in the 1860s and 70s when cartoonist Thomas Nast created images of Uncle Sam in his political cartoons.
- Nast developed uncle same with a beard and stars and stripes suit as he appears today.
- The most famous portrayal of Uncle Sam, the “I Want You” poster, was created by artist James Montgomery Flagg during WWI. (added top hat)
- Originally published in the July 1916 edition of Leslie’s Weekly
- Was used as an army recruiting poster for WWI and over 4 million copies were printed between 1917 and 1918 and was very successful in inspiring enlistment.
Audience and Commonplaces
The commonplace used in this poster is wartime America, where every effort was taken to inspire each citizen to do their part to help the war effort.
- Very patriotic image related to the American citizens that it was created to inspire
- The audience of the poster is young white males who can serve in the army
- Due to the lingering presence of segregation in WWI era America, the majority of soldiers were white males
- Uncle Sam is portrayed as a white male to relate to this audience
- He is also an older man to portray him as an authoritative “father figure” telling the younger viewer what they should do.
- The Kairos is the world wars
- America was looked at to save other countries from tyranny (kind of as an Uncle looking after them)
Appeal to Patriotism
The most obvious reason for the success of the Uncle Sam poster is the appeal that strikes every American deep: patriotism.
- Uncle Sam is a direct representation of the U.S. (same initials)
- Viewer feels as the United States itself was calling them to action
- The poster uses bold red, white, and blue inspires patriotism in the viewer and makes them think of their civic duty to their country.
- The patriotism makes the viewer think of the freedoms that they enjoy as an American and it inspires the duty to protect these freedoms.
Appeal to Pathos
Pathos is the most dominant appeal, the image of Uncle Sam pointing puts a face to the country and creates a personal feel with the viewer.
- With Uncle Sam looking directly at the viewer and pointing, the viewer feels as though he is speaking directly to them.
- The old word “YOU” adds to the directness of the poster
- Personal feel makes the viewer feel as though their country is relying on them and cannot fight this war without them.
- Inspires a sense of guilt and duty, making them feel obligated to enlist
Appeal to Ethos
The backing for the U.S. government and the portrayal of Uncle Sam himself present a credibility within the poster that father draws attention to its purpose.
- During the World War eras, there was a high confidence in the U.S. military and government
- Most people trusted that if the military told them they were needed, they must be important for the cause.
- People were united in fighting the war on all fronts (home and away)
- Reference to the nearest recruiting station
- Portrayal of Uncle Sam as a stern elderly man adds to the ethos (respect)
- People generally associate age with wisdom
- Seen as a father figure who knows what is best, thus they are more willing to take his advice and enlist in the army
- This add might not be as effective outside of its era due to this reliance on ethos
- Especially during Vietnam era, when the military was extremely unpopular
- Even today, the country is more divided and many people have low confidence in the government
Conclusion
From 1812 and through both world wars, Uncle Sam’s “I Want You” poster has been an effective tool for military recruitment and uniting the country. It inspires Americans not simply to enlist in the U.S. Army, but to be patriots and do whatever they can to help their country. This iconic poster united the country in some of the most devastating eras in history. Maybe Uncle Sam should be looked back at from today and used to reunite our divided country to allow people to live in peace, equality, and freedom.