Recruitment
Wars require manpower, of course, more than almost any other resource. As military operations grow more complex, the skills and qualities required of soldiers multiply.
Recruitment can appeal to potential soldiers in a variety of tangible and intangible ways. Which of those to advertise has always depended on the historical moment. Adventure, danger, and the chance for glory are common themes. Many posters and messages emphasize a sense of duty and honor as well. Money is always a reliable motivator.
Some focus on a sense of self-improvement, whether concrete – such as the new skills and new kinds of technology that a soldier might encounter – or more intrinsic, such as self-discipline, confidence, and an increased sense of responsibility.
In the Civil War, recruitment was highly regionalized, and posters specific to Vermont used language that they knew would appeal to Vermonters. They sought Morgan horses for cavalry, sharpshooters from farmers’ sons, and directly called to a Vermont identity and sense of pride as Green Mountain Boys.
By the 20th century, many of the skills that recruiters wanted had crossover to civilian skills, and posters advertised specialties such as mechanic or driver to emphasize that soldiers would learn exciting new things that they could also apply to their everyday lives. In the early part of the twentieth century, particularly in Vermont, the automobile and airplane were still new enough to be exotic, and the chance to encounter one was a strong incentive.
Many of these recruiting tactics are far older than the time period covered by these posters, and many of them still continue today. Think about armed services recruiting commercials that you might see on the television today; do you recognize any phrases or sentiments in these posters?
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