When looking at the propaganda poster, we can see two big texts at the top and on the bottom of the picture, they are written in an orange color. The top text says, “Destroy this mad brute” and the bottom one says “enlist”. In the center of the image we can see a big gorilla holding a half naked women in his right hand and a wooden stick in hi left. The gorilla is wearing a helmet and has a blond mustache. The animal is looks very angry and dangerous. In the background of the poster we can see a horizon of a city and a lake in front of it.
The color aspect of the picture is mainly dark and depressing. We have the dark city in the background and the gloomy light over it turning into darkness by going further up. The part where the gorilla is standing is very dark too, saying that darkness is everywhere. Also the gorilla is black with big red scary eyes. To all the dark background with the animal on it we have a big contrast in colors by looking at the women that is wearing a light blue dress, the light blue means innocence and goodness, which contradicts with the evil black of the gorilla who is holding her in his arm. The text, which is in a bright orange, stands out and makes it look important as orange, is the color for joy and sunshine.
The message of the poster is very clear and direct. The text saying, “Destroy this mad brute” is very aggressive and disrespectful to the enemy. It is building the image up as the enemy being a mad brute like a wild animal. Putting the text into the image we can see the gorilla right under it. The “Destroy” is directed to the gorilla so destroy the gorilla before it destroys you. The gorilla in the poster is representing General Ludendorff who was one of the leaders in World War 1. His special characteristics were his blond mustache and the typical general helmet they used in WW1. By putting the special features of the general on the gorilla the propaganda poster is personalizing the animal as the general. Also with the look of the animal it indicates the general’s personality, which judging by the gorilla is very angry and dangerous. The gorilla was chosen because it is a powerful and scary animal, which can easily kill humans, also the gorilla is standing up and looking very powerful and strong in the poster. Also the illustrator chose an animal because animals do not have feelings they only have primitive instincts. In nature a human would have respect in front of that animal so it is also indicating than the American should fear and not underestimate the enemy in this case. The gorilla is also holding a club, which says “Kultur” on it, which means culture in German. The club has blood on the top part and the gorilla is holding it like a weapon, symbolizing that the weapon he is carrying has, because of the blood, and will destroy cultures. In the other hand he is holding a half naked women, which probably represent the statue of liberty because she is wearing a similar dress and when entering America people, at that time, had to go by boat and the shortest way was to go to New York and the statue of liberty is in New York. It also represent the liberty of America so by stealing the statue of liberty like in the poster the gorilla or enemy is taking away their freedom and liberty.
When looking at the background again we can see a destroyed city, which represents Europe and the lake, is the Atlantic Ocean, so the German gorilla is crossing the Atlantic and entering America as it says on the ground under the gorilla. The soft gloom behind the city stands for early morning when everyone is asleep and at least expects an attack from the enemy. By going more down there is a second text type saying “Enlist”, with “US Army” written over it, it seems very unimportant but the main focus should be on the top part of the poster and the gorilla. So basically after seeing the angry gorilla destroying America, the solution is given which is by enlisting in the army to defend America from the enemy.
The aim of the propaganda poster is basically to scare everyone of that brutal image created with the gorilla, and to get men to enlist into the army, to defend their country. The poster awakens a patriotic feeling in the viewer, it also creates hate and fear for the enemy. The poster’s message is very clear and easy to understand, it completes all of the emotions, which were intended when creating the poster.