Symbols, Archetypes, & Associations to Appeal to Charity; American Red Cross, 1917

Aug 22 in Swipe File

A/S = Solution/"Product" Awareness ("I know war relief efforts exist, I've heard of Red Cross."), Sophistication Stage = Stage 2, developing a stronger appeal than competitors. the ad enlarges and emotionally deepens the war relief appeal.
The ad jumps straight into the appeal of helping restore families and hearths back to their true warmth, after so being so deeply affected by ruthless destruction of war.
Very clear emotional reasoning,
Curates the archetype of the Caring, Gentle Mother to associate with the efforts of the brand.

The GREATEST MOTHER in the WORLD

Stretching forth her hands to

all in need; to Jew or Gentile,

black or white; knowing no

favorite, yet favoring all.

immediate identity appeal to Christians in the biblical language, cultural non-racist appeal during struggling race relations
poetic language

Ready and eager to comfort at a time

when comfort is most needed. Helping the

little home that's crushed beneath an iron

hand by showing mercy in a healthy, human.

way; rebuilding it, in fact, with stone on

stone, replenishing empty bins and empty

cupboards; bringing warmth to hearts and

hearths too long neglected.

This ad was for WW1 relief efforts, around 1917-18 (mostly medical aid here in the states, and more physical rebuilding in European fronts).
Probably a welcomed, humanitarian effort that took no sides and wanted only to help rebuild
tugging emotional heartstrings of torn families, vivid imagery of empty homes

Seeing all things with a mother's sixth

sense that's blind to jealousy and meanness;

seeing ...(???)... as naughty

children snatching, biting,

bitter-but with a hidden side

that's quickest touched by mercy.

again evoking the symbol of the kind mother, an archetypal association to help build and communicate the humanitarian message.
developing that archetype through imagery and associations of child-care

Reaching out her hands across the sea

to No Man's land; to cheer with warmer

comforts thousands who must stand and

wait in. stenched and crawling holes and

water-soaked entrenchments where cold and

war hit deeper, so they write than Bache steel or lead.

evokes a vivid and emotional image of the hardships endured by soldiers during the war.
Contrasts the dreadful conditions of the war with the ideal, safe, environment that Red Cross wants to build

She's warming thousands, feeding thou

sands, healing thousands from her store;

the Greatest Mother in the World-the RED CROSS

Every Dollar of a Red Cross War Fund goes to War Relief

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