About this advert
Lord Kitchener Wants You
For: British Army
10 October, 2010,
This poster, implemented during early world war 1, evokes a personal and patriotic response to those living in 1915 Britain. It was directed at young adult males for recruitment in the British Army. Using the word "YOU" in capital letters, really personalises the audience. The prominent soldier, Lord Kitchener, was the secretary of war at the time and a prominent figure in the British military. His stern and demanding expression is used successfully, highlighting the serious situation Britain was in. Throughout time, there has been an expectation for men to act traditionally masculine. The visual use of a member of the army and the bold font in this advertisement encourages men to act on their stereotypically aggressive and violent nature. The strong, bold font also highlights the urgency for recruitment and importance of saving their country. The ad plays on the urgency and threatened state of Britain to persuade people to represent their country. It is possible that Britain was as patriotic then as it has ever been, explaining the response to this ad that was so immense. The sheer influx of men joining the army at the beginning of World War 1, really highlights the success of this ad.
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