Uncle Sam Ethos

Uncle Sam Gets What He Wants
I want you: a three word phrase that immediately brings the image of Uncle Sam to our minds. James Montgomery Flagg is the man behind the curtain, pulling the strings behind the subconscious connection we make between this phrase and Uncle Sam. Flagg is the creator of the iconic Uncle Sam army recruitment poster that we have undoubtedly seen reproduced time and time again. The image was originally published as the cover of the July 6, 1916 issue of Leslie’s Weekly magazine with the title “What Are You Doing for Preparedness?” (Library Of Congress) This poster, patriotic and persuasive, was one of the most popular propaganda tools ever used. By establishing ethos through Uncle Sam, kairos by being used during
This character was actually based on a real man, Samuel Wilson (1766-1854). Wilson was a meat packer who supplied meat to the U.S. Army during the War of 1812. The character of Uncle Sam represents fairness, reliability, honesty, and national pride; qualities Samuel Wilson too possessed. (Library Of Congress) Uncle Sam is accredited with being the face of America. This poster uses ethos to its advantage. Uncle Sam is seen here pointing directly at “you”; an individual. Because of his body language, Uncle Sam connects on a personal level to whoever is viewing the image. Because of his established and well known character a viewer would be more than likely to trust him and any message he is attempting to convey. Here, he is calling upon us to enlist in the army. His stern expression lets us know he is serious about what he is saying. He is not messing around; he really needs “you”. However, ethos alone is not what convinces one to enlist; ethos is one of many rhetorical factors present in this
The bold, all capital lettering conveys a demanding tone. Underlining “you” appeals to pathos; combined with Uncle Sam’s pointing finger, it connects to the viewer on a personal or one-on-one level. Think about getting tutored, one-on-one; as opposed to sitting in a massive lecture hall with 300 people and listening to a professor speak. When are you more inclined to listen intently? Both your tutor and professor are conveying the same message; however, you will most likely absorb more information from the tutor. This poster uses the same principal in order to make its message loud and clear.
“ENLIST NOW” is an imperative statement. It implies that joining the army is not up for debate. The poster aims to tell us that enlisting is not only the right thing to do, but rather the only thing to do. The poster does not politely ask you join the army; it insists that you must join the army. By adding this text as a last thought to the phrase “I WANT YOU for the U.S. ARMY”, it gives the extra persuasive push one may need to actually