Propaganda War Posters Analysis - Essay Example

War Poster Analysis War posters are a popular and effective form of propaganda where the intent is to generate popularsupport for the war campaign and for the soldiers fighting the war. The posters also aim to raise public confidence in an uncertain environment by vilifying and demonizing the enemy and legitimizing and rationalizing military action. This paper analyzes five German and five American war posters from the Second World War. The posters are analyzed for the propaganda techniques, fallacies and appeals employed to achieve the desired effect. Significant similarities and differences between the propaganda techniques of the German and American war posters are also discussed towards the end of the paper. Rationale for Selection Rationale for Selection of German Posters I chose the five German posters from the Second World War because they portray the motivations and perceptions of the Nazi government that was developing and circulating these posters. I chose the posters because they portray the Nazi state as the victim rather than as the aggressor. As the Nazi state was the only one propagating the victim mentality, there was a need to defend this way of thinking to keep the public motivated and committed to the German position in the war. The posters were designed to raise the spirits of the population and to inspire them to become united under the Nazi government to defend the interests of the state. German aggression during the Second World War was primarily driven by the sense of national defeat and humiliation that the country had felt after it was stripped of parts of its territory and armed forces after its defeat in the First World War. The country also entered difficult financial times in the following period because of the heavy reparations that it had to make to other countries. I chose these posters because more than painting the horrors and images of the War, these posters were created to raise the spirits of the German people so that they would stand up to regain what had been unjustly taken away from them. Thus, the German people would get back their due status in the European state system and they would be recognized as a leading power at par with France, United Kingdom and other powers of the day. Rationale for Selection of American Posters The five posters chosen from the World War II posters printed in the United States are selected because they reflect the most important concerns that the Americans had at the time they were entering the Second World War. In the initial years of the War, the Americans had no intention of joining the War because they viewed it as taking place solely on the Eurasian continent. Separated by the wide Atlantic Ocean to the east and the Pacific Ocean to the West, they did not feel threatened by the spread of Nazi influence and the European conflict spilling over to American shores. However, the attack on Pearl Harbor on December 7, 1941 forced the unwilling Americans to engage with the nations at war. This required amassing huge amounts of human and financial resources to create an effective armed resistance. The posters selected for this essay were primarily designed to rouse the Americans’ sense of nationalism and remind them of their commitment to their country. The posters were also designed with messages that reminded the American people of their national pride and superiority over other nations that were actively participating in the War. Three of the five posters selected convey the theme of national pride and the sense of duty to protect the country against foreign aggression. These themes and other aspects of the messages conveyed through the posters will be discussed in subsequent sections of this paper. Analysis German Poster 1: Breaking Down the Blockade The purpose of the poster (Bytwerk, 2001a) is to communicate that Germany will break the blockade imposed by the Allied forces since the end of the First World War. It is directed to farmers who will ensure food security of Germany after the war effort is successful. It is designed to engage farmers in the war effort by developing rapport with them by using their picture and depicting the tractor as an army tank breaking through the blockade. The us vs them intent signal (Conserva, 2001) is also at work here as well as the righteous indignation to rally the Germans against the Allied forces. The key words used in the poster are blockade which is painted in large towering characters to depict the power and excesses of the Allied forces. In contrast, the plain German farmers are shown breaking it down with an ordinary tractor. The ideological appeals are made to patriotism and devotion to the fatherland. German Poster 2: The New Europe The purpose of this poster (Bytwerk, 2001b) is to evoke commitment and pride from the people from the elevated status that has been gained from the German war effort. The poster is intended for the German public who might be feeling unsure about the Nazi force’s ability to withstand the Allied Forces. It uses the intent signal of supremacy and us versus them to show how the Germans have taken over large parts of Europe under their control. Name-calling (Conserva, 2001, p. 13) is used to generalize the British as plutocrats and the Jews as their collaborators. Absolute claims (Conserva, 2001, p. 9) are made to project the new Nazi state as indestructible. The dominant visual image is the new map of Europe which shows Germany occupying almost the whole of central Europe, Scandinavia and France. It appears to entirely surround the United Kingdom and subjugate France. The dominant text refers to “nene Europa” or new Europe which connotes that this is a more beneficial arrangement than the older one. National pride is the primary ideological appeal which the poster targets. German Poster 3: Defeating the Enemies This poster (Bytwerk, 2001c) assures the German people that the enemies of their aspirations will eventually be quashed and rendered as insignificant as dust. The enemies referred to are the Allied Forces comprising of the United Kingdom, Russia, France and the United States. The intended audience are the ordinary German public who need to be energized to stand by the German forces. The us versus them and righteous indignation intent signals are evident as well as supremacy over the enemies who are being smashed by the German strength. It also makes use of the black-and-white fallacy to depict all Allied Forces as enemies. The euphemism (Conserva, 2001, p. 54) of Greater Germany is also an effective propaganda technique that communicates the legitimacy of German aspirations of expansion. The most striking visual image is the German fist crushing the Allied Forces with the text reading “Into dust with the enemies of Greater Germany.” The appeal to strength and justice is evident in this poster. German Poster 4: The Jew This poster (Bytwerk, 2001d) is aimed at channelizing the frustrations and anxieties of the German public towards a common enemy referred to as the Jew. The aim is to project Jews as the reason for the misery of the German people so that action can be taken against them. Name calling (Conserva, 2001, p. 13) is the primary propaganda technique used in the poster to refer to the Jews as inciters and prolongers of war. This is an oversimplification (Conserva, 2001, p. 1) because only one cause for the War is ascribed in the poster. Appeals are made to the German people’s fear of war and prejudice against Jews. The us versus them language and absolute certainty of the statement betray excessive self-interest. The key words used in the poster are “The Jew”, “inciter”, “prolonger” and “war”. The large head of a powerful, well-fed and satiated Jew is shown while angry, common German people are shown mocking him with fists. Nationalism and racial superiority are the ideological appeals made in this poster. German Poster 5: Protect the Harvest This poster (Bytwerk, 2001e) is aimed at educating farmers about their contribution to the German war effort and what they should do to ensure the victory of the German soldiers. The audience is the simple and hardworking farmer who reaps the harvest that feeds the German soldiers. The common folk (Shabo, 2008, p. 58) propaganda technique is at work here as the message is communicated by depicting two ordinary German farmers. Appeals to emotion and populist views about the dignity of farm work are made to increase the commitment of farmers who likely suffered when all their harvest was taken by the military to feed the soldiers. This is a form of red herring because it does not address the difficulties experienced by the farmers. The key words used are “Protect the Harvest. It ensures victory.” All of these are positive words likely to inspire farmers to the war effort. A farmer is shown putting off a small fire to protect the large harvest meant for the German soldiers, thus exemplifying the actions to be mirrored by the rest of the population. American Poster 1: Avenge December 7 The purpose of this poster (Defense.gov, 2005a) is to rally support for the United States active engagement in the Second World War after Pearl Harbour was attacked by the Japanese air force. The shocking incident caused immense damage to the pride of the American people and shook them from complacency. The poster is intended to inspire the people to emerge stronger from the incident and avenge the Pearl Harbour attack. The beautiful people folk (Shabo, 2008, p. 103) technique is used by showing a strong and focused young man declaring revenge against the enemy. There is also an appeal to fear and anger to prevent a similar incident in future. The oversimplification and euphemism of avenging camouflages American self-interest and the violence that was committed in the war by American forces. The key words in the poster are “Avenge December 7” written in large red letters against the destruction of an American Navy vessel and a determined young men showing his resolve with a clenched fist. Ideological appeals are made to pride, patriotism and justice. American Poster 2: Stamping Out the Enemy The purpose of this poster (Defense.gov, 2005b) is to vilify the Axis Forces and to evoke contempt and hatred for them within the American public. It is also intended to communicate the strength and might of the American forces against the Axis Forces. The poster uses propaganda techniques of demonizing the enemy and name calling (Conserva, 2001, p. 13) by portraying them as contemptible snakes and toads. Labeling is also used to create a collective identity of the government and the public against the Axis Powers intertwined with each other. The manner of portraying and destroying the enemy conveys supremacist attitudes of being more human and powerful than the enemy. The key words used in the poster are “Stamp ‘em out” and “Beat your promise” which is supported by a strong foot coming down on ugly snakes and a toad against a red background which signifies blood, anger and war. Appeals to anger, emotion and prejudice are evoked through this poster. American Poster 3: I Want You This poster (Defense.gov, 2005c)purports to motivate American citizens to enlist in the army to meet the required capacity for the war effort. It is intended to a nation-wide audience and the message is put forward by Uncle Sam who personifies the American government. Directness is evident in the way the message is worded and conveyed through associated imagery. A position of authority is assumed as Uncle Sam addresses the audience as an individual commanding them to enlist in the American army. The key words used are “I want you” and “US Army enlist now.” These imply direct persuasion which belies the urgency of the situation. Furthermore, the direct eye contact that Uncle Sam makes with the reader lends greater emphasis to the message. Uncle Sam is also seen dressed in colours of the American flag which invoke patriotism and national pride in the audience. American Poster 4: Keep ‘em Flying The purpose of this poster (Defense.gov, 2005d) is to encourage young men to recruit into the American air force. The intended audience is directly indicated on the poster, i.e. young men aged 18-26 years who possess an aggressive personality. Patriotism is the most striking appeal made in this poster through the depiction of the American flag waving in the skies. The accompanying picture of a US air force plane also embodies the appeal to adventure and heroism among the readers. The key words used in the poster are “Keep ‘Em Flying”. Compared to other posters analyzed in this essay, this poster has more text in the form of a detailed profile of the kind of people who are being invited for recruitment. Positive words such as “First Class Fighting Men” and “Who Want to Fight for their Country” are used to appeal to national pride and narcissism in the readers. American Poster 5: Guardian of the Colors This poster (Defense.gov, 2005e) is aimed at increasing public pride and confidence in the capacity of the American army to defend the borders of the country. Unlike the previous poster, this one does not intend to attract recruits to the armed forces in a direct way, but aims to do it by projecting the high competence and efficiency of the American army and highlighting the noble task that they are accomplishing every day. Similar to the previous poster, this poster also appeals to the patriotic sentiments and legitimizes the actions of the Army by projecting the American flag. The army officers are shown upholding the American flag which implies that they are protecting the security and independence of the country. The army is projected as the “guardian” of the basic values of the United States which include liberty and equality for all citizens. A hint of absolute certainty is also betrayed in the claims made in the poster. Significant Similarities and Differences between the German and American Posters The most common similarity between the German and American posters is that both label the enemy in negative terms by demonizing them. This is more noticeable in the German posters than in the American posters but is present in both nonetheless. In the German posters, the enemy is shown in a miserably defeated condition due to the mighty strength of the German forces. In the American posters, it is also seen that the enemy is portrayed as a bunch of ugly snakes and toads that can be crushed easily by the government and the people acting together in cooperation. Another similarity in the two sets of posters is that both address the common public to contribute to the war effort and to stand by their soldiers. This is an important message because war requires economic resources to be diverted away from normal uses to military uses, which can cause resentment and frustration in the public. Two of the five German posters discussed here exhort the farmers to work diligently to secure the harvest to support the German troops. On the other hand, the American posters also use the appeal to patriotism to inspire young Americans to join the armed forces to bolster the military strength of the country. One significant difference between the German and American posters is that the German posters contain direct references to the enemy whereas the American posters are directed at strengthening the nation’s defence capacity without naming the enemy. The German posters, for instance, depict verbally as well as pictorially the British, Jews and Americans as the enemy against whom the Germans will emerge victorious. On the other hand, the American posters do not follow this approach. In the Avenge December 7 poster, the only reference is to a destroyed US Navy vessel without showing a Japanese airplane or soldier. Similarly, in another poster the enemy is portrayed in the form of animals such as snakes and toads without naming who the animals represent. Another significant difference is that in the American posters one can find appeals being made for military institutions such as the army and the air force. On the other hand, in the German posters the messages are mostly aimed at portraying the glory of what the German forces are already achieving or will achieve in the coming days. There is hardly any reference to the armed forces or institutions or mobilizing of civil defence efforts in the war campaign. Conclusion On the basis of the analysis, it can be concluded that while there are some common features in the propaganda devices and techniques used in the German and American World War II posters, there are also distinct differences which reflect the values and norms of governance and society in the respective countries. In the German posters, the appeal to victimhood and justified retribution is evident whereas in the American posters, a sense of national pride and superiority is reflected. Both sets of war posters convey their propaganda by appealing to the general fears, anxieties and psychological needs of their audience. Appendix German Poster 1: Breaking Down the Blockade German Poster 2: The New Europe German Poster 4: The Jew German Poster 5: Protect the Harvest American Poster 1: Avenge December 7 American Poster 2: Stamping Out the Enemy American Poster 3: I Want You American Poster 4: Keep ‘em Flying American Poster 5: Guardian of the Colors Works Cited Bytwerk.com. German Propaganda Archive, 2001a. Web. 10 Jun. 2014. Bytwerk.com. German Propaganda Archive, 2001b. Web. 10 Jun. 2014. Bytwerk.com. German Propaganda Archive, 2001c. Web. 10 Jun. 2014. Bytwerk.com. German Propaganda Archive, 2001d. Web. 10 Jun. 2014. Bytwerk.com. German Propaganda Archive, 2001e. Web. 10 Jun. 2014. Conserva, Henry. Propaganda Techniques. Henry T. Conserva., 2003. Print. Defense.gov. United States Department of Defense, 2005a. Web. 10 Jun. 2014. Defense.gov. United States Department of Defense, 2005b. Web. 10 Jun. 2014. Defense.gov. United States Department of Defense, 2005c. Web. 10 Jun. 2014. Defense.gov. United States Department of Defense, 2005d. Web. 10 Jun. 2014. Defense.gov. United States Department of Defense, 2005e. Web. 10 Jun. 2014. Shabo, Magedah. Techniques of Propaganda and Persuasion. Prestwick House Inc., 2008. Print. Read More