Red plate proof for- Lest liberty perish from the face of the earth-buy bonds" poster
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
This is a production artifact that demonstrates the graphic power of a single color plate in establishing an apocalyptic atmosphere before the other colors are added.
Steal this when
You are studying the mechanical color separation process of vintage lithography. *Collection note: Fourth Liberty Loan (U.S. Treasury, 1918) poster; the five Liberty Loan drives were the first mass-advertised U.S. bond campaigns. By Joseph Pennell.* ---