{"id":70282,"date":"2014-08-11T14:27:05","date_gmt":"2014-08-11T14:27:05","guid":{"rendered":"https:\/\/www.strattoncraig.com\/insight\/ad-of-the-week-ww1-recruitment\/"},"modified":"2014-08-11T14:27:05","modified_gmt":"2014-08-11T14:27:05","slug":"ad-of-the-week-ww1-recruitment","status":"publish","type":"post","link":"https:\/\/www.strattoncraig.com\/us\/insight\/ad-of-the-week-ww1-recruitment\/","title":{"rendered":"Ads of the Week &#8211; World War I recruitment posters"},"content":{"rendered":"<p>August 4 marked 100 years since the outbreak of World War One, and during the commemorative events we saw many messages designed to honour those who fought for and inform new generations.<br \/>\nNaturally (as <a href=\"https:\/\/www.strattoncraig.com\/services\/copywriting\/\">copywriters<\/a>), this got us thinking about the language used a century ago, leading us to explore recruitment posters which you can view on the <a href=\"http:\/\/www.iwm.org.uk\/history\/11-amazing-first-world-war-recruitment-posters\">Imperial War Museum (IWM) website<\/a>.<br \/>\nThe aim of a recruitment poster isn\u2019t dissimilar to a sales message, as each hopes to encourage the reader to take action. What\u2019s interesting is how the enlistment posters approached the task: some using pride, others focusing on the incentives, and some using guilt to elicit the desired response.<br \/>\nNumber three on the IWM website uses classic British imagery of the lion to inspire young men to sign up. It leads with \u201cThe Empire needs men!\u201d, and beneath the visual of a pride of lions it continues: \u201cAll answer the call. Helped by the young lions the old lion defies his foes. Enlist now.\u201d The poster was released in 1915, yet speaks as though victory is a foregone conclusion as long as all men enlist, and in not doing so you\u2019d be letting the \u2018old lion\u2019 \u2013 Britain \u2013 down.<br \/>\nNumber six is from India, and it asks the question: \u201cWho will take this uniform, money and rifle? The one who will join the army.\u201d The rhetoric here encourages a mental response from the reader through a question, and then provides the answer to direct them towards action. The image of a military uniform, weapon, and money strengthens the message by adding an incentive and aspirational element.<br \/>\nNumber seven also caught our eye, as it addresses the mothers and partners of eligible males directly. \u201cWomen of Lancashire. Do you realise that if you keep back a son or sweetheart you are prolonging the War and adding to the peril of those who have gone?\u201d it reads. Guilt is a powerful tool here, and by influencing the women in the lives of fighting-age men it prompts the message to be spread by word of mouth \u2013 an influential method used by today\u2019s marketers.<br \/>\nUsed correctly, words have the ability to influence the reader however the writer intends, as the World War One posters demonstrate. For businesses, they can not only encourage an action but turn readers into loyal brand champions.<br \/>\nTo discuss the right words for your business, <a href=\"https:\/\/www.strattoncraig.com\/contact-us\/\">get in touch<\/a> with our team today.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>August 4 marked 100 years since the outbreak of World War One, and during the commemorative events we saw many messages designed to honour those who fought for and inform new generations. Naturally (as copywriters), this got us thinking about the language used a century ago, leading us to explore recruitment posters which you can [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[314],"tags":[],"class_list":["post-70282","post","type-post","status-publish","format-standard","hentry","category-copywriting-us"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Ads of the Week - World War I recruitment posters - Stratton Craig - Global Copywriting &amp; Content Marketing Agency<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.strattoncraig.com\/us\/insight\/ad-of-the-week-ww1-recruitment\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Ads of the Week - World War I recruitment posters - Stratton Craig - Global Copywriting &amp; Content Marketing Agency\" \/>\n<meta property=\"og:description\" content=\"August 4 marked 100 years since the outbreak of World War One, and during the commemorative events we saw many messages designed to honour those who fought for and inform new generations. 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