The development of efficient and cheap ways of colour printing in the 1860s was important for both sides of the first World War as governments took to posters to request for aid. The mass production of posters was the most effective way to reach out for support from citizens in the form of enlistment or purchasing bonds. Canada’s posters took after the British style as regular citizens felt a strong connection to the country. Designers took advantage of this patriotism to appeal to the masses. However, as Canada was not being actively invaded by an enemy, their poster designs began to stray away from their American and British counterparts.
John Bull was the fictional embodiment of the British ideals – dependable, stoic, and persevering. Despite being created by a satirical artist he was used as the subject in Canadian posters as a representative of Britain who inspired viewers to support the war efforts. The posters often refer to John Bull needing aid from the viewer as a call to action like in the “Who’s Absent?” and “Our Best Customer – but he Needs Credit!” posters. He is featured in another poster representing Britain purchasing large amounts of pork from Canada as encouragement to up the production of pork and other foods. The character is also often used as a way to criticize and poke fun at Britain in other cases.
War posters utilized some more underhanded tactics as the war pressed on and the need for resources grew. Enlistment was voluntary until 1917 so posters took to pulling at the heartstrings of the masses in order to garner more support. They began to focus on specific groups of people like the French Canadians, producing posters in French and ones that called out an ethnic group directly. Using the appeal and natural urge to protect children was also used, often featuring young girls asking their fathers to help the war. Shame played a large role as well, the government was establishing a blunt message for un-enlisted men. They were weak, unmanly, and selfish to live as civilians as other similar men fought. These young men were put under immense pressure from both the government and society to enlist thanks to these posters, but many also believed in the cause.
Canada’s fortunate situation of not being invaded by a hostile army led to many of their poster designs straying away from depicting violence and instead focused on ridicule and humour to make a point against an enemy. One such poster essentially says “we are with England because those Prussians are crazy!” while showing two soldiers together in front of an army.
Sources:
“45 Amazing Canadian Propaganda Posters during World War I.” 45 Amazing Canadian Propaganda Posters During World War I ~, 25 Jan. 2021, https://www.vintag.es/2021/01/wwi-canadian-posters.html.
Archives of Ontario – Canadian Posters from the First World War, http://www.archives.gov.on.ca/en/explore/online/posters/index.aspx.
Canadian Posters from the First World War – Poster Gallery, http://www.archives.gov.on.ca/en/explore/online/posters/gallery.aspx.
Canadian Posters from the First World War -Recruitment, http://www.archives.gov.on.ca/en/explore/online/posters/recruitment.aspx.
“How Shaming Played a Big Role in Canada’s WW I Recruitment | CBC News.” CBCnews, CBC/Radio Canada, 11 Nov. 2021, https://www.cbc.ca/news/canada/nova-scotia/first-world-war-canada-recruitment-posters-guilt-shame-1.6224689.
Stone, Johnathon. “11 Extremely Stupid but Hilarious WWI Recruitment Posters – Art-Sheep.” Art, Art-Sheep, 14 Nov. 2022, https://art-sheep.com/11-extremely-stupid-but-hilarious-recruitment-posters-from-wwi/.
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