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This particular poster represents many facets of American society during
the early 20th century. The main themes of the poster are obviously
targeted to those on the United States home front during World War I.
In linking aid to soldiers abroad with canned food products, the U.S. government
was asking women and those unable to fight at home to get involved.
The depiction of a dejected and defeated Kaiser bottled among the tomatoes
and peas is meant to portray the power of American society, even for those
not directly involved in the fighting. The slogan, "What are YOU
doing?" focuses on the attempt to spur women at home into action, creating
a comparison between individuals and the public as a whole. As women
generally did most of the food shopping during this period, the poster
is directed at them. In addition, canned foods and other such products
are a symbol of the domestic circle, a social entity that was comprised
almost completely of women.
The portrait of the Kaiser portrayed in this poster is also extremely
interesting. I would argue that it is no mistake that the Kaiser,
who represents the evil of Germany, is contained quite easily in a canned
food jar, which symbolizes various feminine attributes. This representation
is meant to state that even the "weakest" parts of American society, its
women, are strong enough to overcome the Kaiser, and that "even the women
in America" could win this war. The effect of this particular poster
would be not only to raise canned food supplies for those fighting overseas,
but also to raise the spirits of those at home. After all (according
to the poster), if the American women could defeat the Kaiser, the boys
should be home in no time.
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