The text itself takes this graphological message to the next step. Instead of making a statement, the reader is being questioned directly, enforcing him to think of an answer. The word “you” again, speaks out to the reader directly as he may start to feel in the same place as the father in the poster. Questioning the reader and using the word “you” makes the effect of the poster very personal and direct to each reader that will view it. For the ratio of the audience that does NOT have an answer to the question, it creates an effect of shame as it incorporates the idea that it is essential for every man to contribute to the army and thus motivating them to join it.
A very essential use of semantics can be seen in this poster. As normally understood, the man in the poster is not a young, bachelor man that would stereotypically join the army, as he has kids and a wife to look after. Using this as the main idea, the poster contradicts usual belief in a subconscious way. Not only is there a visible use children in the poster that are shown to have a very loving and intimate relationship with their father, the text starts of with “Daddy”
With that word come connotations of a young, warm family man, which speaks out to an even larger audience base than just young men. Using constant connotations of a family man or a fatherly figure, it urges even them to join the army in ways so that their kids can look up to them. Again, this use of semantics creates an acceptance in the minds of people that family men are also fully eligible to be a part of the army, and again create a tone of guilt and an overall sense of emotional and subtle blackmail, encouraging them to join the army.
This could also be classified as the use of pragmatics, which is described as the study of a deeper social meaning of language. This changes the overall perception of a soldier from a young, energetic and strong-willed boy to a homely, fatherly and loving man, and therefore challenging a stereotype changing the social meaning of the sentence. With this hidden meaning and connotation, it very successfully creates the motivation and encouragement in such not only a certain age group, but also men that have families. Another connotation of this could be disguising war as a not so gruesome and anti-peace action. Encouraging family men to join the army, especially in this poster, who has two little kids and is seen in a joyful and playful activity with them, is asked to contribute to the war. The war which has connotations of death darkness and sin is therefore subconsciously covered with the idea of a successful, warm loving man who has kids of his own being an integreal part of it, disguising the truth almost making the use of euphamisms, as the true darkness and suffering behind war is being positively hid as the loving family man will willingly want to be involved in it.
Moving to the next sentence, that reads “Be sure you have an answer for your children, Enlist today.” Has an extremely imperative tone. After the reader has been made aware of the guilt he must go through if he were not to be a part of the war, he is commanded to “Enlist Today” The grammar overall is highly straightforward and yet there is a hidden meaning to every word, given light in the form of the tone it is set in. The audience is demanded to “Enlist Today” or else he will never “Have an answer for his children” Which makes the reader suddenly think of his older children that once looked at their father in a heroic manner but no more after they find out that he did not contribute to the Great Christmas War. The reader is firstly made aware of the situation (not participating in war) then the effect of it (to make sure he has an answer for his children) and finally the action he must take to fulfill this very purpose, which is to (enlist today)
To conclude, I would say that by commanding the audience to enlist and join the army, after giving them a sense of shame for themselves, no longer being seen as a hero by his children and not being patriotic towards his own country, the reader is given the hope that this can be changed by turning the tables by changing him from a hopeless cowardly man to someone who is admired and respected for joining the army, adding an immense sense of power as the viewer pictures himself doing the same. The last line is short and extremely effective as by demanding the audience to do so, the whole purpose is already fulfilled as the reader will realize the effects of not joining the army. This piece of propaganda therefore uses extremely essential graphological and language tools to appeal to the readers mind, shape their thoughts about joining the war and creating what is known as bandwagon, making the reader feel as if he should join the army because everyone else is doing it, and to avoid himself from being secluded and losing respect and dignity as a father, as a citizen and more or less, as a man.
by
aashnaxx (student)
