Us-versus-them positioning

The pattern

This still is filed under Us-versus-them positioning.

Define

The buyer is invited into a side. The product is what we use. The named other is what we refuse.

Mechanism

Identity contrast. Choosing the offer is choosing a group. The out-group does as much work as the claim.

Verdict

The category is crowded

Why it works

It directly asks the reader a confrontational question and sets up an explicit parallel between the 'sweat' of the factory and the 'blood' of the battlefield. The quote from the WPB chairman lends official weight.

The big idea

Every worker is asked one honest question: is the sweat on the production line matching the blood being spent on the battleline?

The proof

The words are quoted from Donald M. Nelson, Chairman of the War Production Board.

Lines from the ad

ANSWER HONESTLY

"Are YOU doing everything within your power today to put more weapons into the hands of our fighting men?"

"There must be SWEAT and ACTION on the Production line to match the BLOOD and ACTION on the battleline."

Steal this when

You want to confront the reader directly about their commitment to a shared goal.

The emotion

Written to Duty. It makes the Avoid mistake.

It demands an honest answer to 'Are YOU doing everything within your power', weighing the worker's sweat against soldiers' blood, yet names no act, place or target to meet.

Guilt heavier than the lapse