Name Calling
The name-calling technique is used to link a person, entity, or idea to a negative symbol in order to undermine it. This war advertisement, published by the United States during World War II, uses the name-calling technique to portray the opposing force, Germany, as a “mad brute”, or by definition, “a savagely violent person or animal”. During World War II, the United States and Germany had many conflicts that led to a general anti-German trend among the people of the United States. An event that this image can possibly be referring to is when the German Saboteurs invaded America in 1942, because as depicted in this photograph, the beast, or Germany, is standing on America. By depicting Germany as a beast like this, the United States government is implying that soldiers are fighting against this “mad brute” and instills a sense of heroism into each of them. Therefore, main reason for the creation of this poster was not only to make the public view the enemy force as the terrible creature by using name-calling, but also to persuade US citizens to enlist in the army to defeat Germany by considering those who enlist as heroic figures.