Primetime for Posters

Next to Coldplay: Viva la Vida, an eight by twelve, Union Jack backgrounded Keep Calm and Carry On poster hangs on my closet door. I bought it because it reminds of the time when a nation persevered through the worst time in its history, coming together to win the Battle of Britain. As a governmental marketing tool, posters and other propaganda had their heyday during World Wars I and II. In one way or another, every country utilized these works of art to rile up support for the war effort or paint the enemy as sinister and evil (a little bit of Column A, a little bit of Column B).

World War I was when things started getting personal.

Everyone here in the States recognizes Uncle Sam, sternly pointing his finger, as if he's personally calling YOU out. Its hard to avoid those piercing eyes and cold facial expression. It just oozes of seriousness, like whatever he's about to say is going to be the most important thing you'll ever hear. You go on to read that he wants you to enlist in the US Army. Hell if I ignore him, at this point I'm scared he might come after me if I don't. Posters like this undoubtedly increased enlistments in the warring countries, as governments employed every resource they had to get recruits.

During World War II, their messages began to expand. Posters went from being mainly enlistment focused to infiltrating every part of the wartime civilian's daily life. With men joining the armed services, woman were called into duty by way of factory work, and Rosie the Riveter was born! People needed to know that the job done at home was equally important as the one done abroad, and that careless talk could spell disaster for the war effort.

These art pieces did in fact sell a product, they sold a sense of pride and duty. Posters were instrumental in creating nationalism, which led to participation through buying War Bonds, planting Victory Gardens, and showing up to work everyday. As I mentioned in the Dick's Sporting Goods post, I think tapping into something deeper should be marketing's ultimate goal. It shifts the rules from that of market norms to that of social norms, a mindset that places less value on money and more on emotional satisfaction. The proof is that these images are still iconic decades after their original purposes were fulfilled. Even I can tell you that I feel a little something every time I look up at my wall and see that simple message staring back, telling me to keep calm and carry on.