During WW2, America sought out to enlist men into their military through advertisements and propaganda. The “I Want You” poster is synonymous with this, having cemented itself in history and American pop culture as an iconic cartoon, and a strong visual argument that stands to be analyzed and evaluated. The poster cartoon is blunt and straightforward in its claim; the words “I Want You” and the figure of Uncle Sam points at its viewers, imposed behind a solid white background. The red text under Uncle Sam reads, “..for the U.S Army, Enlist Now!” in less emboldened lettering. The “You” in the “I Want You” slogan is underlined for emphasis. Here, the cartoon drawn on the poster has its subject, the infamous Uncle Sam, pointing and looking at its viewers. In a sense, it breaks the fourth wall and directly engages with you, the viewer. However, Uncle Sam is only intended to be engaging with a niche demographic. In this advertisement, the “You” in “I Want You” refers to the young American men suited for drafting in the military. It’s a very niche audience, yet the advertisement doesn’t make it seem that way. The nature of this ad is very simplistic and patriotic; the straightforward claims it makes are brief and engaging, leaving little to interpretation. The image of Uncle Sam along with the American flag color scheme mesh together to amplify the sense of patriotism in enlisting for the U.S army. The simplicity of the ad poster not only makes it easy to understand, but also easy to appeal. The “I Want You” cartoon boldly asserts itself towards its viewer; Uncle Sam wants “you”, whoever you may be. It holds no inherent bias or exclusion because of its lack of elaboration and specificity. Though the intention is to grab the attention of young American men, it does its job just as well grabbing the attention of viewers outside of its target audience. Perhaps that is why the poster has retained its relevancy and status as an American icon.
Advertisements, like most visual arguments, are meant to persuade their audience to their desired end goal, whether it be in buying their products or investing their time and money into their cause. However, these advertisements may try to persuade or engage their audience varies greatly from ad to ad. In the case of former juggernaut brand American Apparel, their former ad campaigns were known for their overly sexualized models and controversial advertisements. In gaining such infamy and criticism, the campaign caught the very attention and engagement it sought out to gain, though it didn’t help much with their sales in the long run. American Apparel closed in 2017 and left a controversial legacy in its wake, specifically in its ad campaigns, which provides an interesting look into the distinctive tactics and elements used in their visual arguments. American Apparel is best known for their incredibly adult-themed advertisements paired with aesthetics. The style and sexual appeal makes up most of the ethos of their visual argument. The campaign’s adverts often feature half-naked women in suggestive poses, wearing the advertised clothing and practically nothing else. All the attention is placed on the model, whose image takes over the page, leaving the text description to the side or placing statement words in bold. In some of their ads, the emboldened text are often slogans or innuendos relating to the risque imagery and suggestive poses.
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