London Opinion and Today, often known as London Opinion, was a British magazine published from 1903 until 1954, when it was merged with Pearson's Men Only. Is it you? "He is not a great man, he is a great poster.".

The other three originals exist on display in State Library Victoria, the Museum of Brands, Packaging and Advertising, and the Imperial War Museum.

[9], The use of Kitchener's image for recruiting posters was so widespread that Lady Asquith referred to the Field Marshal simply as "the Poster. [17] After the scorched earth tactics and hard-fought victory of the Second Boer War, Kitchener represented a return to the military victories of the colonial era. [1], The Prime Minister H. H. Asquith appointed Kitchener as Secretary of State for War in August 1914. [13] The 30-word design was the most popular recruitment poster at the time having been printed ten times the volume of Leete's image.

"[13] Kitchener made his name in the Sudan Campaign, avenging the death of General Gordon with brutality and efficiency. [3][4] According to Gary S. Messinger, Kitchener reacted well to Field's advertisement although insisting "that the ads should all end with 'God Save the King' and that they should not be changed from the original text, except to say 'Lord Kitchener needs YOU.'" The coin was the first of a five-year series to commemorate the centennial of the war. [39] [40] [41] Historian Carlo Ginzburg compared Leete's image of Kitchener to similar images of Christ and Alexander the Great as depicting the viewer's contact with a powerful figure. In the following months Le Bas formed an advisory committee of ad men to develop further newspaper recruiting advertisements, most of which ran vertically 11 inches (28 cm), two columns wide. [20] The textual focus on "you" engages the reader about their own participation in the war. The caption reads "Your Country Needs YOU", The "Britons (Lord Kitchener) Wants YOU" poster dating from September 1914, "He is not a great man, he is a great poster. The other three originals exist on display in State Library of Victoria, the Museum of Brands, Packaging and Advertising, and the Imperial War Museum. Brazilian Constitutionalist Revolution recruitment poster, 1932. [39] The capitalized word "YOU" grabs the reader, bringing them directly to Kitchener's message. The "Only You" refers to his famous quotation, "Only You Can Prevent Forest Fires", From Infogalactic: the planetary knowledge core, Error creating thumbnail: File with dimensions greater than 25 MP, Julius Ussy Engelhard 1919 You too must join Reichswehr.jpg. It advertised these alongside other post cards from cartoons published in the London Opinion [9] The Parliamentary Recruiting Committee obtained permission to use the design in poster form. In November David Allen and Sons printed the same Kitchener image with "your country needs you" on a recruitment poster below the allied flags alongside details of rates of pay and exhortations to join. His career as a paid artist had begun in 1897 when the Daily Graphic accepted one of his drawings; later he contributed regularly to a number of magazines including Punch magazine, the Strand Magazine, Tatler, etc.

[16] Kitchener, 6 ft 2 in (188 cm) tall and powerfully built, was for many the personification of military ethos so popular in the present Edwardian era. Because of the length of his career – over six decades – his work is essentially a record of the era's social history. In the following months, Le Bas formed an advisory committee of ad men to develop further newspaper recruiting advertisements, most of which ran vertically 11 in (28 cm), two columns wide. A poster is a temporary promotion of an idea, product, or event put up in a public space for mass consumption. The first use in a major action came at the Battle of Loos. [24] Kitchener did not see the end of the war; he died when the cruiser HMS Hampshire carrying him and a delegation to Russia struck a German mine and sank in 1916. [10], The use of Kitchener's image for recruiting posters was so widespread that Lady Asquith referred to the Field Marshal simply as "the Poster."
UK government advertisements for contract work were handled by His Majesty's Stationery Office, who passed this task onto the publishers of R. F. White & Sons in order to avoid paying the government rate to newspaper publishers.

It depicted Lord Kitchener, the British Secretary of State for War, above the words "WANTS YOU". [35] Although it became one of the most famous posters in history, [10] its widespread circulation did not halt the decline in recruiting. Military recruitment refers to the activity of attracting people to, and selecting them for, military training and employment. Monthly recruiting rates for the army varied dramatically. ", United States, 1917. [49] In July 2014, one of only four original posters known to exist went to auction for more than £10,000. It was released by the Parliamentary Recruiting Committee, to encourage enlistment in World War I. A wide range of themes were addressed, fostering hostility to the enemy, support for allies, and specific pro war projects such as conserving metal and growing vegetables.

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Britain declared war on the German Empire on 4 August 1914 and the first run of the full-page ran the next day in those newspapers owned by Lord Northcliffe.
These women sometimes took entirely new jobs replacing the male workers who joined the military.

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As war loomed in late 1913 the number of advertising contracts expanded to include other firms.

In 1968 reproductions were printed by The Curwen Press for HMSO and these may have contributed to its later popularity. [3] [4] According to Gary S. Messinger, Kitchener reacted well to Field's advertisement, although he insisted "that the ads should all end with 'God Save the King' and that they should not be changed from the original text, except to say 'Lord Kitchener needs YOU.'" [2][9] It continues to be considered a masterful piece of wartime propaganda as well as an enduring and iconic image of the war. The image of Lord Kitchener with his hand pointing directly at the viewer has inspired numerous imitations (as well as many spoofs): Field Marshal Horatio Herbert Kitchener, 1st Earl Kitchener was an Irish-born senior British Army officer and colonial administrator who won notoriety for his imperial campaigns, most especially his scorched earth policy against the Boers and his expansion of Lord Roberts' internment camps during the Second Boer War and later played a central role in the early part of the First World War.

[18] The fact that Kitchener's name is not used in the poster demonstrates how easily he was visually recognized.

[52], Original copies of the poster are rare compared to official PRC posters that were produced in up to a hundred thousand copies. [10] [34] One contemporaneous publication decried the use of advertising methods to enlist soldiers: "the cold, basilisk eye of a gaudily-lithographed Kitchener rivets itself upon the possible recruit and the outstretched finger of the British Minister of War is levelled at him like some revolver, with the words, 'I want you.'

[33] A 2013 book researched by James Taylor counters the popular belief that the Leete design was an influential recruitment tool during the war. (Slg.Nr. Script error: The function "getCommonsLink" does not exist.

[9] A similar poster used the words "YOUR COUNTRY NEEDS YOU". History. [10], Kitchener, a "figure of absolute will and power, an emblem of British masculinity",[11] was a natural subject for Leete's artwork as his name was directly attached to the recruiting efforts and the newly-forming Kitchener's Army. [15] [45] Leete's Kitchener poster caught the attention of a then eleven-year-old George Orwell, who may have used as it the basis for his description of the "Big Brother" posters in his novel 1984 . [44] Nicholas Hiley differs in that Leete's portrayal of Kitchener is less about immediate recruiting statistics but the myth that has grown around the image, including ironic parodies. Description. World War One. [13][41] Leete's Kitchener poster caught the attention of a then eleven-year-old George Orwell, who may have used as it the basis for his description of the "Big Brother" posters in his novel 1984. He is best known for the World War I recruiting campaign using the slogan "Your Country Needs You".

As a commercial artist he designed numerous posters and advertisements, especially in the 1910s and 1920s, for such brands as Rowntrees chocolates, Guinness and Bovril, and his series of advertisements for the Underground Electric Railways Company were very well known; his work as a wartime propagandist includes the poster for which he is known above all, the Lord Kitchener poster design, which first appeared on the cover of the weekly magazine London Opinion on 5 September 1914. It originated on the recommendation of Herbert Kitchener, then the Secretary of State for War to raise 500,000 volunteers. [9] One contemporaneous publication decried the use of advertising methods to enlist soldiers: "the cold, basilisk eye of a gaudily-lithographed Kitchener rivets itself upon the possible recruit and the outstretched finger of the British Minister of War is levelled at him like some revolver, with the words, 'I want you.'

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