Chapter I: Part 1

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WAR POSTERS

BRITISH WAR FRONTS

VOLUMES ILLUSTRATED BY MARTIN HARDIE, A.R.E.

OUR ITALIAN FRONT

Described by H. WARNER ALLEN. With 50 full-page illustrations in
colour, and a sketch map. Square demy 8vo., cloth.

Price 25s. net.

BOULOGNE: A WAR BASE IN FRANCE

Containing 32 reproductions--8 in colour and 24 in sepia--from
drawings completed on the spot. Square demy 8vo., cloth.

Price 7s. 6d. net.

OTHER VOLUMES

THE SALONIKA FRONT

Painted by WILLIAM T. WOOD, R.W.S. Described by CAPTAIN A. J. MANN,
R.A.F. With 32 full-page illustrations in colour, and 8 in black and
white; also a sketch map. Square demy 8vo., cloth.

Price 25s. net.

THE NAVAL FRONT

A Book dealing with the world-wide front held by the British Navy throughout the war.

By LIEUT. GORDON S. MAXWELL, R.N.V.R. Illustrated in colour by LIEUT.
DONALD MAXWELL, R.N.V.R. Containing 32 full-page illustrations, 16 of
them in colour, Square demy 8vo., cloth.

_In Preparation._

THE IMMORTAL GAMBLE

And the part played in it by H.M.S. "Cornwallis."

By A. T. STEWART, Acting-Commander, R.N., and the REV. C. J. E.
PESHALL, Chaplain, R.N. With 32 illustrations and a map.

Price 6s. net; now offered at 3s. 6d. net.

MERCHANT ADVENTURERS, 1914-1918

By F. A. HOOK. With a Foreword by the Rt. Hon. LORD INCHCAPE OF
STRATHNAFER, G.C.M.C., G.C.S.I., etc. Containing 32 full-page
illustrations from photographs, and appendixes. Large crown 8vo.,
cloth.

_In the Press._

PUBLISHED BY

A. AND C. BLACK, LTD., 4, 5 AND 6 SOHO SQUARE LONDON, W. 1.

A. WOHLFELD.

"FRAUEN UND MAeDCHEN! SAMMELT FRAUENHAAR!"

(Women and girls! collect women's hair!)

Poster appealing for gifts of women's hair, issued from the office of the Collecting Committee, Berlin.

WAR POSTERS
ISSUED BY BELLIGERENT AND
NEUTRAL NATIONS 1914-1919

SELECTED & EDITED BY
MARTIN HARDIE AND
ARTHUR K. SABIN

A. & C. BLACK, LTD.
SOHO SQUARE, LONDON, W.
1920

TO FRANK PICK, ESQ.

OF THE UNDERGROUND ELECTRIC RAILWAYS COMPANY,
IN HONOUR OF HIS BRAVE AND SUCCESSFUL EFFORT
TO LINK ART WITH COMMERCE

CONTENTS

PAGES

CHAPTER I.
POSTERS AND THE WAR 1

CHAPTER II.
GREAT BRITAIN 7

CHAPTER III.
FRANCE 15

CHAPTER IV.
GERMANY--AUSTRIA-HUNGARY 21

CHAPTER V.
UNITED STATES OF AMERICA 28

CHAPTER VI.
OTHER COUNTRIES 36

LIST OF ILLUSTRATIONS

ARRANGED UNDER THE NAMES OF ARTISTS AND GROUPED UNDER THE COUNTRIES OF ISSUE

_Illustrations marked with an asterisk (*) are in colour._

_GERMANY_

1. *A. WOHLFELD.

FRAUEN UND MADCHEN! SAMMELT FRAUENHAAR! (Women and girls! Collect
your hair!) A poster appealing for gifts of women's hair, issued from
the office of the collecting Committee, Berlin.

_GREAT BRITAIN_

2. *BERNARD PARTRIDGE.

TAKE UP THE SWORD OF JUSTICE. Issued by the Parliamentary Recruiting
Committee. No. 106 of their posters. Also issued as a poster stamp
and as a "Flag Day" souvenir.

3. *F. ERNEST JACKSON.

SONG TO THE EVENING STAR. This poster was one of a group of four
which were sent out by the Underground Electric Railways Company of
London for use in dug-outs in France and other places abroad,
Christmas, 1916.

4. *T. GREGORY BROWN.

THEIR HOME, BELGIUM. War Loan Poster, published in 1918.

5. FRANK BRANGWYN, R.A.

BRITAIN'S CALL TO ARMS. Recruiting poster published by the
Underground Electric Railways Company of London, 1914.

6. J. WALTER WEST.

HARVEST-TIME, 1916: WOMEN'S WORK ON THE LAND. Issued by the
Underground Electric Railways Company of London, Ltd.

7. FRANK BRANGWYN, R.A.

ORPHELINAT DES ARMEES. (ARMY ORPHANAGE). ("To ensure that the little
orphans shall have a home and motherly care, education in the
country, a career suited to each child, and the religion of their
fathers.") Poster for a French "Flag Day." Issued in London.

8. GERALD SPENCER PRYSE.

THE ONLY ROAD FOR AN ENGLISHMAN. THROUGH DARKNESS TO LIGHT; THROUGH
FIGHTING TO TRIUMPH. The first war poster by Spencer Pryse. Published
by the Underground Electric Railways Company of London, 1914.

9. GERALD SPENCER PRYSE.

BELGIAN REFUGEES IN ENGLAND. Issued by the Belgian Red Cross Fund in
London, 1915.

10. GEORGE CLAUSEN, R.A.

"MINE BE A COT BESIDE THE HILL." This poster was one of a group of
four which were sent out by the Underground Electric Railways Company
of London for use in dug-outs, huts, etc., in France and other places
abroad, Christmas, 1916. The drawing was the gift of the artist.

11. L. RAVEN-HILL.

THE WATCHERS OF THE SEAS. Recruiting poster for the British Navy,
1915.

12. BERNARD PARTRIDGE.

KOSSOVO DAY IS THE SERBIAN NATIONAL DAY. Poster of a British "Flag
Day," June 25, 1916.

13. JOHN HASSALL.

BELGIAN CANAL BOAT FUND. For relief of the civil population behind
the firing lines.

14. JOHN HASSALL.

MUSIC IN WAR-TIME: GRAND PATRIOTIC CONCERT, ALBERT HALL. Poster of
the Professional Classes War Relief Council.

15. BERNARD PARTRIDGE.

HAVEN. STAR AND GARTER HOME. Poster of the British Women's Hospital
Fund, appealing for subscriptions toward the expense of converting
the Star and Garter Hotel, Richmond, into a home for men incurably
disabled in the War.

16. PAUL NASH.

Poster of an Exhibition of War Paintings and Drawings at the
Leicester Galleries, London, May, 1918.

17. SIR WILLIAM ORPEN, R.A.

Poster of an Exhibition of War Paintings and Drawings, executed on
the Western Front by Major William Orpen. At Agnew's Galleries,
London, 1919.

18. NORMAN WILKINSON.

THE DARDANELLES. WAR SKETCHES IN GALLIPOLI. Poster of an Exhibition
at the Fine Art Society, London, 1915.

19. FRANK BRANGWYN, R.A.

AT NEUVE CHAPELLE. YOUR FRIENDS NEED YOU: BE A MAN. British
Recruiting Poster.

_FRANCE_

20. *POULBOT.

POUR QUE PAPA VIENNE EN PERMISSION, S'IL VOUS PLAIT. (So that papa
may come home on leave, if you please.) Poster issued by the Comite
Central d'Organisation de la Journee du Poilu--French "Flag Days" in
Paris, Christmas-time, 1915.

21. *AUGUSTE ROLL.

POUR LES BLESSES DE LA TUBERCULOSE. (For those wounded by
tuberculosis.) Poster of the National Day for the Benefit of
ex-Soldiers suffering from Tuberculosis.

22. *D. CHARLES FOUQUERAY.

LE CARDINAL MERCIER PROTEGE LA BELGIQUE. (Cardinal Mercier protects
Belgium.) Published in Paris, 1916.

23. JULES ABEL FAIVRE.

ON LES AURA! (We shall get them!) Poster of the Second War Loan,
1916.

24. JULES ABEL FAIVRE.

SAUVONS-LES. (Let us save them.) Poster of the National Day for the
Benefit of ex-Soldiers suffering from Tuberculosis. Issued in Paris,
1916.

25. D. CHARLES FOUQUERAY.

LA JOURNEE SERBE, 25 JUIN, 1916. Poster of a French "Flag Day" for
the Serbian Relief Fund, on the anniversary of the Battle of Kossovo,
1389. Issued in Paris.

26. G. CAPON.

LA FEMME FRANCAISE PENDANT LA GUERRE. (French women during the war.)
Poster of the Kinematograph Section of the French Army. Issued in
Paris.

27. SEM.

POUR LE DERNIER QUART D'HEURE ... AIDEZ-MOI! (For the last
quarter-of-an-hour ... help me!) French War Loan Poster, 1918. Issued
in Paris.

28. THEOPHILE ALEXANDRE STEINLEN.

JOURNEE DU POILU, 1915. Poster of the French "Flag Days," December 25
and 26, 1915. Organised by Parliament.

29. MAURICE NEUMON.

JOURNEE DU POILU, 1915. Poster of the French "Flag Days," December 25
and 26, 1915. Organised by Parliament.

30. JULES ABEL FAIVRE.

POUR LA FRANCE VERSEZ VOTRE OR. L'OR COMBAT POUR LA VICTOIRE. (Pour
out your gold for France. Gold fights for victory.) Poster of the
French War Loan, 1915.

31. ADOLPHE WILLETTE.

ENFIN SEULS...! JOURNEE DU POILU. (By ourselves at last!) Poster of
the French "Flag Days," December 25 and 26, 1915. Organised by
Parliament.

32. JULES ADLER.

EUX AUSSI! FONT LEUR DEVOIR. (They, too, are doing their duty.)
Poster of the French War Loan, 1915.

33. AUGUSTE LEROUX.

SOUSCRIVEZ POUR LA FRANCE QUI COMBAT! POUR CELLE QUE CHAQUE JOUR
GRANDIT. (Subscribe for the sake of France who is fighting, and for
that little one who grows bigger every day.) Poster of the Third
French War Loan.

_GERMANY AND AUSTRIA-HUNGARY_

34. *PLONTKE.

FUeR DIE KRIEGSANLEIHE! (For the War Loan.) German War Loan Poster,
issued in Berlin.

35. *OTTO LEHMANN.

STUTZT UNSRE FELDGRAUEN. ZEREISST ENGLANDS MACHT. ZEICHNET
KRIEGSANLEIHE. (Support our Field Greys. Rend England's Might.
Subscribe to the War Loan.) Issued in Cologne.

36. *ERWIN PUCHINGER.

ZEICHNET 5-1/2% DRITTE KRIEGSANLEIHE. (Subscribe to the 5-1/2% third
War Loan.) Issued in Vienna.

37. ERLER.

DER 9{TE} PFEIL. ZEICHNET KRIEGSANLEIHE. (The ninth arrow. Subscribe
to the War Loan.) German War Loan Poster.

38. LEONARD.

DER HAUPTFEIND IST ENGLAND! (The arch-enemy is England!) German
Propaganda Poster.

(When still compelled to fight and bleed,
When, suffering deprivation everywhere,
You go without the coal and warmth you need,
With ration-cards and darkness for your share
With peace-time work no longer to be done,--
Someone guilty there must be--
England, the Arch-enemy!
Stand then united, steadfastly!
For Germany's sure cause will thus be won.)

39. H. R. ERDT.

SOLL UND HABEN DES KRIEGS-JAHRES, 1917. (Losses and gains of the War
Year, 1917.) German Propaganda Poster.

40. OSWARD POLTE.

DEM VATERLANDE! POMMERSCHE JUWELEN--UND GOLDANKAUFSWOCHE.
(Advertising the "Pomeranian Sale Week for Gold and Jewels.") Issued
in Berlin.

41. A. S.

ZEICHNET FUeNFTE OeSTERREICHISCHE KRIEGSANLEIHE. (Subscribe to the
Fifth Austrian War Loan.) Poster issued in Vienna.

42. SEGITSETEK A DIADALMAS BEKEHEZ. (Help the victorious peace.) War Loan Poster. Published in Budapest, 1917.

43. F. K. ENGELHARD.

NEIN! NIEMALS! (No! Never!)

44. GERD PAUL.

ES GILT DIE LETZEN SCHLAeGE, DEN SIEG ZU VOLLENDEN! ZEICHNET
KRIEGSANLEIHE! (It takes the last blow to make Victory complete!
Subscribe to the War Loan!)

45. M. LENZ.

ZEICHNET ACHTE KRIEGSANLEIHE. (Subscribe to the Eighth War Loan.)
Issued in Vienna.

46. OLAF GULBRANNSON.

LUDENDORFF-SPENDE FUeR KRIEGSBESCHAeDIGTE. (Ludendorff Fund for the
Disabled.) Issued in Munich, 1918.

47. ESPOSIZIONE DI GUERRA, TRIESTE, 1917. (War Exhibition, Trieste, 1917.)

48. ZIECHNET VIERTE OeSTERREICHISCHE KRIEGSANLEIHE. (Subscribe to the Fourth Austrian War Loan.)

49. OeSTERR-UNGAR. KRIEGSGRAeBER AUSSTELLUNG. (Austro-Hungarian War Graves' Exhibition.) Poster of an Exhibition in Berlin.

50. DANKO.

BE A VOeROeS HADSEREGBE! (For the conquering army!) Hungarian War Loan
Poster.

51. FRANKE.

WILLST DU DEN FRIEDEN ERNTEN, MUSST DU SAeENDARUM. (If you would reap
peace, You must sow to that end.) Poster of the Eighth Austrian War
Loan.

52. P. PLONTKE.

ANNAHMESTELLE UND SAMMELBEUTELAUSGABE. (Collection among girls in the
schools at Mainz.) Poster of the German Women's Hair Collection
Committee for Magdeburg.

53. KAISER- UND VOLKSDANK FUeR HEER UND FLOTTE. (Kaiser and people's thank-offering for Army and Navy.) Poster for the Frankfort Christmas Offering, 1917.

54. HELFT! DEN BRAVEN SOLDATEN.... (Help! for the brave Soldiers....) Poster of the Soldiers' Aid Committee, Berlin.

55. ROLAND KRAFTER.

The Troops Home-Coming for Christmas.

56. F. K. ENGELHARD.

ELEND UND UNTERGANG FOLGEN DER ANARCHIE. (Misery and Destruction
follow Anarchy.) Poster of the German Revolution, 1918.

57. BIRO.

Poster depicting the Russian Invasion.

58. A. K. ARPELLUS.

ZEICHNET 7. KRIEGSANLEIHE. (Subscribe to the Seventh War Loan.)

59. KUeRTHY.

War Loan Poster. Issued in Budapest, 1917.

60. FARAGOGEZ.

War Loan Poster. Issued in Budapest.

61. BIRO.

War Loan Poster. Issued in Budapest, 1917.

62. KUeRTHY.

War Loan Poster. Issued in Budapest, 1917.

_AMERICAN_

63. *RALEIGH.

MUST CHILDREN DIE AND MOTHERS PLEAD IN VAIN? BUY MORE LIBERTY BONDS.

64. *BOOKS WANTED FOR OUR MEN "IN CAMP AND OVER THERE." Poster of the American Association of Libraries for supplying books to the troops on service.

65. *ELLSWORTH YOUNG.

REMEMBER BELGIUM. BUY BONDS. Poster of the American Fourth Liberty
Loan, 1918.

66. ADOLPH TREIDLER.

FOR EVERY FIGHTER A WOMAN WORKER. CARE FOR HER THROUGH THE Y.W.C.A.
Poster of the United War Work Campaign, American Y.W.C.A.

67. JOSEPH PENNELL.

THAT LIBERTY SHALL NOT PERISH FROM THE EARTH. Poster of the Fourth
American War Loan, 1918.

68. L. JONAS.

FOUR YEARS IN THE FIGHT--THE WOMEN OF FRANCE: WE OWE THEM HOUSES OF
CHEER. Poster of the United War Work Campaign, American Y.W.C.A.,
1918.

69. AMERICA CALLS. ENLIST IN THE NAVY. Recruiting poster for the U.S. NAVY, 1917.

70. MORGAN.

FEED A FIGHTER. EAT ONLY WHAT YOU NEED. American Food Economy Poster.

71. LOUIS RAEMAEKERS.

ENLIST IN THE NAVY. AMERICANS! STAND BY UNCLE SAM FOR LIBERTY AGAINST
TYRANNY!--THEODORE ROOSEVELT. Recruiting Poster for the U.S. Navy.

_ANGLO-INDIAN_

72. CECIL L. BURNS.

VICTORY TO THE MARATHAS.

Unite, ye men,
And from his strongholds drive the foe!
Nothing but deeds like these can win
A fame that shall endure.

Recruiting Poster, issued in Bombay, 1915.

OTHER COUNTRIES

_DUTCH_

73. *A. O.

IN BELGIE BY DE ZORG. (The Home of Distress in Belgium.) Belgian art
for Belgian distress. La Fraternelle Belge. Poster of an Exhibition
at Tilburg, 1917. Published in Amsterdam, 1917.

_CANADIAN_

74. *KEEP ALL CANADIANS BUSY. BUY 1918 VICTORY BONDS.

_ITALIAN_

75. *LOUIS RAEMAEKERS.

NEUTRAL AMERICA AND THE HUN. Poster of an Exhibition of Raemaekers'
Cartoons in Milan.

_CZECHO-SLOVAK_

76. *V. PREISSIG.

CZECHO-SLOVAKS! JOIN OUR FREE COLOURS. One Of Six posters issued by
the Czecho-slovak Recruiting Office, New York, U.S.A. Printed at the
Wentworth Institute, Boston, U.S.A.

_RUSSIAN_

77. EUROPE AND THE IDOL. HOW MUCH LONGER SHALL WE SACRIFICE OUR SONS TO THIS ACCURSED IDOL? (The inscription on the idol is "Anglia.") Revolutionary Poster. ? German propaganda.

_GERMAN_

78. GIPKINS.

BRINGT EUREN GOLDSCHMUCK DEN GOLDANKAUFSSTELLEN. (Bring your gold
ornaments to the Gold-purchasing Depot!)

_AUSTRIAN_

79. ALFRED OFFNER.

ZEICHET 7. KRIEGSANLENIHE. (Subscribe to the Seventh War Loan.)

_AMERICAN_

80. BABCOCK.

JOIN THE NAVY--THE SERVICE FOR FIGHTING MEN. Recruiting Poster for
the U.S. Navy.

I.--POSTERS AND THE WAR

Never in the history of the world have the accessories of ordinary civilised life met with so searching a test of their essential quality as during the War. All national effort throughout the belligerent countries was organised and directed to serve a single purpose of supreme importance. This purpose in its turn served as a touchstone to sort out whatever was useful and valuable in everyday things, and shaped the selected elements into weapons of immense power. The poster, hitherto the successful handmaid of commerce, was immediately recognised as a means of national propaganda with unlimited possibilities. Its value as an educative or stimulative influence was more and more appreciated. In the stress of war its function of impressing an idea quickly, vividly, and lastingly, together with the widest publicity, was soon recognised. While humble citizens were still trying to evade a stern age-limit by a jaunty air and juvenile appearance, the poster was mobilised and doing its bit.

Activity in poster production was not confined to Great Britain. France, as in all matters where Art is concerned, triumphantly took the field, and soon had hoardings covered with posters, many of which will take a lasting place in the history of Art. Germany and Austria, from the very outset of the War, seized upon the poster as the most powerful and speedy method of swaying popular opinion. Even before the War, we had much to learn from the concentrated power, the force of design, the economy of means, which made German posters sing out from a wall like a defiant blare of trumpets. Their posters issued during the War are even more aggressive; but it is the function of a poster to act as a "mailed fist," and our illustrations will show that, whatever else may be their faults, the posters of Germany have a force and character that make most of our own seem insipid and tame.

Here in Great Britain the earliest days of the War saw available spaces everywhere covered with posters cheap in sentiment, and conveying childish and vulgar appeals to a patriotism already stirred far beyond the conception of the artists who designed them or the authorities responsible for their distribution.[1] This, perhaps, was inevitable in a country such as ours. The grimness of the world-struggle was not realised in its intensity until driven home by staggering blows at our very life as a nation. Then, and not till then, a Government which was always halting to "wait and see," or moving slowly behind the nation, at last got into its stride. Artists understood the call and responded. The poster, inspired by an enthusiasm unknown before, became the one form of Art answering to the needs of the moment, an instrument driving home into every mind its emphatic moral and definite message. It is characteristic that the first truly impassioned posters we saw in England were in aid of Belgian refugees or the Belgian Red Cross. They dealt with the violation of Belgium; and the stirring appeal of the work done by G. Spencer Pryse and Frank Brangwyn, R.A., in those early days will always linger in the memory.

So numerous were the posters issued in every country, both by the Governments concerned and the various committees dealing with relief work and other aspects of the War, that the international collection acquired by the Imperial War Museum exceeds twenty thousand. Large numbers of these, many of them consisting of letterpress only, are outside the scope of the present volume, which is intended to make accessible to the public in a convenient form reproductions of a small selection distinguished for their artistic merit. The collection of original War posters acquired by the Victoria and Albert Museum has provided most of the illustrations. It comprises several hundred posters from Germany, Austria, Hungary, and other countries, in addition to those issued by Great Britain and her Allies; and it illustrates, in a compact form, the finest artistic uses to which colour-lithography was put as a weapon in the World War.

The small collection made for this volume is necessarily arbitrary. Our illustrations are often about one-twelfth the size of the originals, and the limit in size may perhaps be considered to detract from the value of the reproductions. This, however, has been considered, as far as possible, in selecting the examples chosen. A strong, impulsive design does not depend entirely upon size for the force of its appeal, nor does it change in character from being reduced; but a poster badly designed, though passable on a large scale, may be an unintelligible jumble in a small illustration. In many cases a design is knit together by its reduction, and so viewed as a whole more compactly. Its publication in book form gives it also a permanence and ultimately a wider audience than the original can hope to gain.

This thought of the ephemeral character of the poster as such has, in the first instance, prompted the publication of this volume. A poster serving the purposes of a war, even of such a world cataclysm as that during which we have passed during the last five years, is by its nature a creation of the moment, its business being to seize an opportunity as it passes, to force a sentiment into a great passion, to answer an immediate need, or to illuminate an episode which may be forgotten in the tremendous sequence of a few days' events. In its brief existence the poster is battered by the rain or faded by the sun, then pasted over with another message more urgent still. Save for the very limited number of copies that wise collectors have preserved, the actual posters of the Great War will be lost and forgotten in fifty years.

But we must not forget that in every country concerned the poster played its part as an essential munition of war. Look through any collection of them, and you will see portrayed, in picture and in legend, which he who runs may read, the whole history of the Great War in its political and economical aspects. The posters of 1914-1918 illustrate every phase and difficulty and movement--recruiting for naval, military, and air forces; munition works; war loans; hospitals; Red Cross; Y.M.C.A.; Church Army; food economy; land cultivation; women's work of many kinds; prisoners' aid--and hundreds of problems and activities in connection with the country's needs. The same sequence of needs can be traced in the posters of Germany and Austria, where a stress even greater than our own is revealed, not merely in the urgent appeals for contributions to war loans, but in the sale by German women of their jewels and their hair.

For obvious reasons only a limited number of the posters could be reproduced in colour, the main portion of the plates in the book being in black and white. But since the primary element counting for success in the poster is design, it follows that excellent colouring will not save a badly-designed poster from failure, however much it enhances the power of one already successful. Indeed, we may go further and claim that ineffective or quite bad colouring often fails to mar entirely the success of a good design. The examples selected are not heavy losers by being reproduced mostly in monotone; for they are essentially posters depending on design and not merely pictorial advertisements. Their purpose is innate in their structure; they have their story to tell and message to deliver; it is their business to waylay and hold the passer-by, and to impose their meaning upon him. The best of them have done this brilliantly.

II.--GREAT BRITAIN

Shortly after the War began, an "Exhibition of German and Austrian Articles typifying Design" was arranged at the Goldsmiths' Hall, to show the directions in which we had lessons to learn from German trade-competitors as to the combination of Art and economy applied to ordinary articles of commerce. The walls were hung with German posters, and one felt at once that while our average poster cost perhaps six times as much to produce, it was inferior to its German rival in just those vital qualities of concentrated design, whether of colour or form, and those powers of seizing attention, which are essential to the very nature of a poster.

While we have had individual poster artists, such as Nicholson, Pryde, and Beardsley, whose work has touched perhaps a higher level than has ever been reached on the Continent, our general conception of what is good and valuable in a poster has been almost entirely wrong. The advertising agent and the business firm rarely get away from the popular idea that a poster must be a picture, and that the purpose of every picture is to "point a moral and adorn a tale." They seldom realise that poster art and pictorial art have essentially different aims. If a British firm wishes to advertise beer, it insists on an artist producing a picture of a publican's brawny and veined arm holding out a pot of beer during closed hours to a policeman; or a Gargantuan bottle towering above the houses and dense crowds of a market-place; or a fox-terrier climbing on to a table and wondering what it is "master likes so much"--all in posters produced at great expense with an enormous range of colour. The German, on the other hand--there was an example at the Goldsmiths' Hall--designs a single pot of amber, foaming beer, with the name of the firm in one good spot of lettering below. It is printed at small cost, in two or three flat colours; but it shouts "beer" at the passer-by. It would make even Mr. Pussyfoot thirsty to glance at it.

Our British love for a story in a picture has accounted for an immense amount of ingenious artistry falling into amorphous ineffectiveness. It is the essence of the poster that it should compel attention; grip by an instantaneous appeal; hit out, as it were, with a straight left. It must convey an idea rather than a story. From its very nature it must be simple, not complex, in its methods. If it has something eccentric or bizarre about it, so long as it is good in design, that is a good quality rather than a fault. Even about the best of our war posters one feels that they are too often enlarged drawings, excellent as lithographs to preserve in a collector's portfolio, but ineffective when valued in relation to the essential services that a poster is required to render. We must regretfully admit that when it comes to choosing illustrations for a volume such as this on their merits as posters, not as pictures, it is difficult not to give a totally disproportionate space to posters made in Germany.

Our British war posters are too well known and too recent in our memory to require any lengthy introduction or comment. The first official recognition of their value to the nation was during the recruiting campaign which began towards the close of 1914. The Parliamentary Recruiting Committee gave commissions for more than a hundred posters, of which two and a half million copies were distributed throughout the British Isles. We hope it is not true that, in their wisdom and aloofness, they refused the offer of a free gift of a six-sheet poster by Mr. Frank Brangwyn, R.A. It is, at any rate, certain that they possessed a poor degree of artistic perception, and, added to this, a very low notion of the mentality of the British public. Hardly one of the early posters had the slightest claim to recognition as a product of fine art; most of them were examples of what any art school would teach should be avoided in crude design and atrocious lettering. Among the best and most efficient, however, may be mentioned Alfred Leete's "Kitchener." But if one compares Leete's head of Kitchener, "Your Country Needs You," with Louis Oppenheim's "Hindenburg," the latter, with its rugged force and reserve of colour, stands as an example of the direction in which Germany tends to beat us in poster art.

While these early official posters perhaps served their purpose--and if they did, it was thanks to the good spirit of the British public and not to the artistic merit of the posters themselves--a series of recruiting posters was issued by the London Electric Railways Company. Even before the War, this Company, or rather their business manager, Mr. F. Pick (for in regard to posters Mr. Pick might well say "L'etat, c'est moi"), was setting an example in poster work by securing the services of the best artists of the day. Their recruiting posters were a real contribution to modern art. They served their purpose, and at the same time were dignified in conception, design, and draughtsmanship. Standing high among them in nobility of appeal and power of drawing were Brangwyn's "Britain's Call to Arms," and Spencer Pryse's "Only Road for an Englishman."

Though they were not issued till 1916, we might mention here the series published by the London Electric Railways Company at the time when the restrictions regarding paper prevented the general distribution of posters at home. It was then that the Company thought of the friendly idea of sending to our troops overseas a greeting of the kind so many of them had been familiar with in old days in London. Four posters, to awaken thoughts of pleasant homely things, were sent out for use in dug-outs and huts in France and other places abroad. Each was headed with the words: "The Underground Railways of London, knowing how many of their passengers are now engaged on important business in France and other parts of the world, send out this reminder of home." The drawings were the free gifts of the artists who designed them--George Clausen, R.A., Charles Sims, R.A., F. Ernest Jackson, and J. Walter West. It was a most admirable idea, admirably carried out, and, as were their recruiting posters, a pronounced testimony to the patriotic and disinterested attitude of a great business institution. Everyone who served abroad knows how much these posters were appreciated as a decoration in Army messes, Y.M.C.A. huts, and elsewhere.

To return to the official use of posters, very much better work was produced in 1915 by the Parliamentary Recruiting Committee, and also under the auspices of the Ministry of Information, the authorities having learned at last that, at home, a poster might be a work of art, and that, abroad, an "official artist" might be deemed worthy of a subaltern's rank, rations, and emoluments. Among good posters for which the Government was at this time responsible may be mentioned Bernard Partridge's "Take up the Sword of Justice," Guy Lipscombe's "Our Flag," Doris Hatt's "St. George," Caffyn's "Come along, Boys," and Ravenhill's "The Watchers of the Seas." In this connection it is amusing to recall a wireless message circulated from Berlin on October 2, 1915, in which appeared the statement: "To-day the exhibition of all English recruiting posters published up to the present was opened for the benefit of the German Aeronautic Fund. The exhibition is a great material success, notwithstanding the general disappointment at the poor and inartistic designs." It is, of course, an essential part of national propaganda to decry the quality of whatever is produced by the enemy; but we must admit that in this instance some truth was embodied in the judgment of these hostile critics. It came as a wholesome counterblast to the probably inspired laudatory articles which a little before this date had appeared in our own Press telling us of "several million of forceful and often fine" posters, and that "the hoardings of England have never borne a better message conveyed in a better manner." That many of the posters were comparative failures goes without saying: and there was one real blunder. In connection with the War Savings Campaign the Ministry had the excellent idea of using as a poster Whistler's famous masterpiece--his "Portrait of the Artist's Mother," now in the Louvre. Nothing could have been better: but then they got someone to write across the beautiful background, in paltry lettering, "Old age must come." There could be no better example of our British idea of enforcing a moral. It was an act of vandalism--impossible in France--almost as cruel as the firing of a shell into Rheims Cathedral. And Whistler, who spent hours in considering where he should place his dainty little butterfly signature, must have turned in his grave, or wished that he could have returned to earth to produce a new edition of his "Gentle Art of Making Enemies."

To Mr. G. Spencer Pryse belongs the honour of first realising in actual productions the needs of the time. Mr. Pryse was in Antwerp at the outbreak of war, and thus was an eye-witness of much of the tragedy which overtook Belgium. On the actual scenes of the evacuation were founded his pathetic lithograph of the Belgian refugees struggling into steamers to escape from the advancing terror. Shortly after, he obtained a commission to act as a despatch-rider for the Belgian Government, in which capacity he visited all parts of the front line both in Belgium and in France, and saw a good deal of desultory fighting. Before he was wounded, he drew several of the series of nine lithographs entitled "The Autumn Campaign, 1914," which were published early in 1915. His poster "The Only Road for an Englishman" was of the same period, followed soon afterwards by his powerful pictorial appeal on behalf of the Belgian Red Cross Fund. It is interesting to know that even under the most difficult conditions, and under fire, his drawings were made, not on paper, but on actual lithographic stones carried for the purpose in his motor-car.

The outstanding figure among poster artists, both in quantity and for technical accomplishment, was Mr. Frank Brangwyn, R.A. His "Britain's Call to Arms" was produced in 1914 by the Underground Railways Company, and circulated in large numbers. The huge lithographic stone upon which this was drawn was subsequently presented, as the joint gift of Sir Charles Cheers Wakefield, Lord Mayor of London, and the artist, to the Victoria and Albert Museum, where it is preserved and exhibited. His invention and activity as a designer of war posters were very considerable. The number of poster designs from his hand produced during the War is at least fifty, without taking into account such additional work as the propaganda lithographs published by the Ministry of Information. Though Mr. Brangwyn's first war poster was prepared in conjunction with the Underground Railways, he was always willing and eager to make designs for any deserving cause, and among the committees he assisted by his vigorous work may be named the 1914 War Society, the Belgian and Allies' Aid League, the National Institute for the Blind, and the _Daily Mail_ Red Cross Fund. Practically all these posters were done as a free gift by the artist; and their number and quality stand as a splendid record of national service. Heaven preserve Mr. Brangwyn from an O.B.E.! But one wonders whether the Government has no suitable reward for one who spared no effort and sacrificed himself and his time and talent in a purely impersonal desire to serve his country.

III.--FRANCE

Before the Beggarstaff Brothers initiated the reform movement in British poster art--the early phase of which, despite the effective colour sense of Walter Crane, passed away all too soon with the death of Aubrey Beardsley--Cheret, Steinlen, and Mucha were already at work in France, the first and eldest of these masters being practically the creator of the modern poster in its more individual characteristics. A good deal of the Victorian heaviness was still with us in the eighteen-nineties: we liked good solid meals; our theatres offered us feasts of ponderous sentimentality; and so the British merchant and advertising agent, employing a poster artist, bade him tell us of the things we liked best--sauces, soaps, melodramas, tea, and stout. For still the idea was prevalent that the successful advertiser appealed to his public most when he told them about something they already knew and liked: a sweet domestic scene to linger in the memory after dinner and remind them of Tompkins' pills; or a pleasant landscape executed with a kaleidoscopic richness of colour to persuade one to buy Fishville Sauce. There were, of course, many striking exceptions to this; but it was generally true enough to justify the American observer's criticism that British posters mostly depicted things to eat, or soap.

But France, being by temperament, by environment, and by tradition a far more artistic nation, with a much higher standard of general taste, responded more readily to the lighter and more fascinating touch of those artists who chose the street and the theatre entrance as their gallery. It is more than fifty years since Cheret started on his flamboyant comet-like career, setting Paris aflame (so to speak) with joyously wild, irresponsible visions of colour and line, delicate and fantastic. Steinlen, Mucha, Grasset, Toulouse-Lautrec, Willette, Bonnard, Guillaume, and others worked with him in more recent days, and among these are artists who have done masterly posters for France during the War.

It is still with the greatest reluctance that a drawing, even when it conveys a definite suggestion clearly, is accepted in England unless it is "finished": the value of a work of art is reckoned in accordance with the amount of patient craftsmanship which it displays. The French poster artist, on the contrary--and he obviously has the public as his supporter, or his vogue would cease--is often content to throw upon the space at his command what, on this side of the Channel, any advertising agent would scoff at and reject as a "mere sketch." If the French artist can convey his suggestion, his idea, in a few hasty lines or brilliant touches of colour, he knows that his work is done, and is well content.

Looking at the French war posters as a whole, one feels that in no other country has there been the same poignant appeal, the same presence of a deeply-felt emotion. And these have been transferred to the posters with a spontaneity, a lightness, and an expressive sufficiency that make the French poster stand alone. Take the posters of Steinlen, Faivre, Willette, Poulbot, and that versatile master, Roll, whose death occurred while these notes were being prepared. They each have the brilliant quality of a sketch by a man who is master of his material. They are drawn with the fine, free gesture of the born narrator. All the balance and compactness of the French _conte_ are there, with every line inducing to intensity of expression. In the figures there is nothing of English photographic precision, nothing of Germany's force and brutality, but always a note of intense sympathy, of something subtly human. Rapid, slight, they may be; but there is a greatness and endurance in their design and their appeal. The _poilu_, in the trenches or _en permission_, the _gamin_ of the streets, the worker in the field or hospital, the invalid who has been smitten by the heavy blows of war, are alive in these swift chalk-drawn studies.

The whole difference between the British and the French outlook is summed up in Jules Abel Faivre's poster for the _Journee Nationale des Tuberculeux_, with the poignant appeal of the figure in its luminous envelopment of sea and sky. There is no need for any vandal to write his descriptive note across the face of this to drive its message home. The sad tale is told at a glance; and its brief legend--"Sauvons-les" (Let us save them)--is not necessary to make the meaning clear, but rather it delivers an additional message--a note of resolution and purpose--to the awakened sympathy when the picture has done its work. Here everything necessary is said: not a superfluous touch to mar its purpose, nor a touch too little. Yet an English advertiser would never have been content with those two comforting hands which pathetically suggest so much. The suggestion to him would have been totally inadequate, and he would have insisted on a full-length nurse in uniform, or a hospital ward, and medicine bottles, and all sorts of needless detail.

In the earliest months of the War France was perhaps too heavily shocked by the onslaught, and too busily engaged in material organisation, to give much attention to the subject of posters. But for the _Journee du Poilu_ at Christmas-time, 1915 Steinlen, Faivre, Neumon, Poulbot, and Willette contributed designs which immediately set upon French war posters the stamp of genuine understanding of the purpose in view and appreciation of the material at disposal. So, through a long series of War Loan posters, "Flag-day" appeals, and posters relating to every phase of life where advertisement could be a valuable thing till the welcome end was reached, French artists produced an incomparable variety of brilliant designs, in which gaiety, pathos, humour, and tragedy were touched with a characteristic lightness of hand, and often touched with true greatness of conception.

Among those who have done the most distinguished work the artists named above have contributed a large proportion. Jules Abel Faivre, whose "Sauvons-les" has already been referred to at length, has perhaps earned more individual fame by his designs than any other French poster artist during the War. Several of his lithographs approach greatness, and two--the "Sauvons-les" and "On les aura!" both of which are illustrated in this book--can be said confidently to attain it. In its way nothing could be better also than Poulbot's sketch of children collecting for the _Journee du Poilu_--"Pour que papa vienne en permission, s'il vous plait." This artist has done several other very excellent posters, showing an intense understanding and appreciation of child life. The humour of Willette, exemplified in the delightful "Enfin seuls...!", reproduced here as illustration No. 31, and the dramatic sense of Charles Fouqueray, find ample material for expression, and in their hands it is finely used. Roll, the more complete artist, versatile and subtle in his work, master of many styles, proved that he, too, could design an appealing poster, as the fifth plate in this book testifies.

The poster artists of France were not to the same degree overshadowed by one great executant as were those of England by Brangwyn. But for all that, a figure stands out before the rest, both by his power as a craftsman and the weight and strength of his individual characteristics. Theophile Alexandre Steinlen was at work upon posters twenty-five years ago, and even then he ranked among the first three or four leaders of this branch of art. Like Brangwyn in England, he is a master of the medium he uses--a great lithographer, whose consummate sense of draughtsmanship and design serves him in the expression of noble thought and in portraying the emotions of a profound, large-hearted patriot.

Mention must also be made of the posters by the distinguished Alsatian artist Hansi--a keen patriot, who was willing to spend himself generously in the service of an Alsace longing for freedom from the yoke of Germany. The German Government offered a reward for information that should lead to his arrest, and issued proclamations to that effect, ostensibly on the plea that he had evaded service in their army, but actually because of the pen and brush that in his hands were powerful weapons which they could not afford to despise. His posters depict the fraternisation of French soldiers with the people of Alsace, and one of them the raising of the victorious tricolour once more over the Cathedral of Strasbourg. All honour to the artist, who, in the face of danger, and a fugitive from death, remained the supporter of a cause still far off from victory--a patriot whose work was full of courage and hope for an oppressed people.

IV.--GERMANY: AUSTRO-HUNGARY.

Though we are dealing in this volume with pictorial posters, it is difficult to refrain from mentioning the poster proclamations issued by the Germans on their occupation of Belgium. Many of these proclamations, of great historical interest, are in the possession of the Imperial War Museum. One of the earliest, posted at Hasselt on August 17, 1914, immediately after the occupation of the town, threatens to kill a third of the male inhabitants should the German troops be fired upon. Another, posted in Andenne on August 21, 1914, states that by order of the German authorities about three hundred inhabitants had been massacred or burnt alive, and that those of the men who were unscathed were taken as hostages and the women made to clear away the pools of blood and remove the corpses.

The most poignant of these poster proclamations are two in regard to the executions of Nurse Cavell and Captain Fryatt. The bill, signed by General von Bissing, October 12, 1915, issued at Brussels and printed in French on blue paper, announces that Nurse Cavell has been shot, with others. Captain Fryatt had also been shot before the publication of the proclamation relative to him. This document, signed by Admiral von Schroeder, dated at Bruges, July 27, 1916, and printed in German, Flemish, and French, in parallel sections, reads:

"Charles Fryatt, of Southampton, captain in the English Merchant
Service, who, although not enrolled in the armed forces of the enemy,
attempted on March 28, 1915, to destroy a German submarine by
ramming. For this act he was condemned to death by the Naval Council
of War and executed. A perverse act thus received its just, if tardy,
chastisement."

The only known copy of this poster is in the possession of the French Government, as evidence of German iniquity for which reparation must be exacted. It is worth noting that all these proclamations are rude specimens of typography, a fact indicating the difficulty which the Germans had in getting them printed.

When we pass to the pictorial posters of Germany and Austro-Hungary, we find that the Central Empires, like ourselves and our Allies, found the necessity for a constant stream of posters appealing to their peoples for aid in men and money for the prosecution of the War and for stimulating love of country as expressed in the resolution and determination to hold out to the last. But though the nature of the national appeals are akin, the posters of Germany and Austro-Hungary (we need scarcely continue to distinguish between them) disclose the varying national temperament and idiosyncrasy.

Since the days of Duerer and Holbein, Germany has been barren in pictorial art. In all her applied arts, as well as in her graphic arts, she has followed a policy of skilful adaptation, borrowing and remoulding on more economic lines the best products of other countries.[2] On the one hand--in the years before the war--the sanest British methods of typography and book production were deliberately imported into Germany; on the other hand, the most freakish of cubist and vorticist paintings found in Germany their principal buyers. If any note was added to what she adapted, it was that of an additional violence--the open assertion of Germany's idea that "force is beauty."

The war posters of Germany act as a mirror to German mentality. They dwell chiefly on one thing--force. Subjects and treatment are often crude and brutal, marked by a scorn and avoidance of human sympathy. Here and there we find a certain sensuous beauty, but, as a rule, they look on life with a coldness that is almost cynicism, an impassiveness that is nearer cruelty than pity. The remotest student could deduce a clear idea of the enormous gulf that lies between the national temperament of Germany and of France by a comparison of the posters of Engelhard, Leonard, and Erler with those of Steinlen, Faivre, Roll, Poulbot, and Willette.

But when all that is said, one has to admit that the German, above all others, does grasp the essential value of the poster as a means to an end. He realises that in the best poster there must be something of what was aimed at in the Post-Impressionist movement in painting, a desire for summarised form, strong and simplified line, and the reduction of tones to an arbitrary convention. And though we have used the word "Post-Impressionism," we are only suggesting that the poster should accomplish what the stained-glass window at its best--with a religious instead of propagandist or commercial purpose--accomplished five hundred years ago. While the British poster must see everything in the round, must try to reproduce all that is intensely obvious in the varied texture and material pageantry and inexhaustible colouring of life, Germany is rightly content to be deliberately abstract, to seek the common factors from what is large and general, and to endeavour to find symbols to express ideas. She is not concerned with the pursuit of spiritual or physical beauty, but with a striking novelty or decorative composition. The colour schemes of the German posters are more curious and insistent than attractive, but they do possess that knock-down force which, after all, is the object of a poster. Its pictorial quality is a secondary matter; if it is a fine piece of wall decoration that one would like to live with, so much the better; but its function is to arrest and to make itself remembered. Indeed, the poster must be like a beacon set on a hill to which all eyes must go, all roads must seem inevitably to lead. The beacon is a flare in the night; the poster must act as a flare in the day.

The famous sentence from the Academy discourses of Sir Joshua Reynolds, which is inscribed as a motto over the entrance to the Victoria and Albert Museum--a sentence much quoted during the Victorian era, but in these latter days perhaps little regarded--may be applied to the poster equally as to more durable and delightful works: "The excellence of every art must consist in the complete accomplishment of its purpose." If the poster which accomplishes its purpose is indeed the most "artistic," then Germany excels in the artistic poster. It may be brutal, it may be ugly, it may even shock and repel; but there is always in the best examples, instinct in their very conception, a definite purpose which gains full expression, because the artist has been trained to limit himself to what he has to say, and to say that with all his might.

The illustrations to this volume include work by several of the German poster artists, which, symptomatic of the whole, will serve to illustrate the foregoing remarks. Mention has already been made in the section dealing with British posters of the strong, rugged simplicity of Louis Oppenheim's "Hindenburg." The artist has in this most successfully imposed upon the spectator, not the bolstered-up individual of real life, but the strong, massive calm we seek for in the ideal leader, the man in whom we can place entire confidence. It is thus, in addition to being a successful poster, a piece of successful propaganda. But as its strength is in its reserve and the quiet it imposes, so in Engelhard you get passion released and surging over the onlooker with its flood of hatred. His "Nein! Niemals!" (illustration No. 43) is a powerful instance of this. It is almost impossible to look at the grasping, claw-like hands and ravenous face without a fury of hate, and a realisation of how Germany mastered her people. "Elend und Untergang folgen der Anarchie" (Misery and Destruction follow Anarchy), a poster of the German Revolution by the same artist, is another example of intense force, but this time, for all the brutality of the bestial gorilla figure, wonderfully held in reserve and simple. Bearing a curious comparison with the Czecho-Slovak posters by Preissig, published in New York during the last stages of the War, is the German War Loan poster (illustration No. 35, used also as a design for the back of the cover) by Otto Leonard, "Zereisst Englands Macht" (Rend England's Might). Wohlfeld's poster appealing for women's hair, which is reproduced as a frontispiece, and the poster of the Ludendorff Fund for those disabled by the War (illustration No. 46), show other phases of strength and reserve equally good in their way.

The poster used for the front cover of this book is, apart from its own intrinsic merit, a matter of historical interest, insomuch as it served as a figure in the notorious speech to the German National Assembly at Berlin on May 12, 1919, when the peace terms had been handed to the plenipotentiaries at Versailles. Herr Scheidemann in the course of his denunciation of the Allies' terms said:

"Ladies and Gentlemen,--All over Berlin we see posters which are
intended to arouse a practical love for our brothers in captivity;
sad, hopeless faces behind prison bars. That is the proper
frontispiece for the so-called Peace Treaty; that is the true
portrait of Germany's future: sixty millions behind barbed wire and
prison bars; sixty millions at hard labour, for whom the enemy will
make their own land a prison camp."

The Austrian poster artists, Krafter, Arpellus, and Puchinger, did important work, examples of which are reproduced in this book; but several of the Hungarian artists, in particular, did distinguished posters, as will be seen by a reference to illustration No. 41, that by Biro, No. 57, and the little group by Biro and Kurthy, Nos. 59, 61, and 62.

V.--UNITED STATES OF AMERICA

It is a commonplace to say that America is the true home of the advertisement agent; but in considering the history of poster art in the United States, one is surprised to find that so small a proportion of work done in the past shows any striking originality or real grip. In a country whose special capacity has seemed to consist in beating a very large drum repeatedly, often without much provocation, it was to be expected that the very bones and sinews of a poster should be understood, and that results of the highest order should have been obtained. Contrary to this expectation, only a small group of artists doing important work can be named as illustrating the best ability of the revival which, awaking with Cheret, Steinlen, and the others in France, spread to England, and thence normally to America. Of this group, the most able and important exponents of the art were often frankly derivative in their work. Will H. Bradley designed a number of posters which, with those of Penfield, may be said to have brought about the birth of poster art in the United States; but his most successful designs were openly based on the work of Aubrey Beardsley, the originality, charm, and extravagance of whose genius had recently taken the whole art world by storm. And Edward Penfield, whose pronounced ability seemed largely directed to the assimilation of different styles, produced posters excellent in their order, but most of them obvious work by a devoted and imaginative disciple of half a dozen schools varying during the long process of his development. We find him, for instance, producing an admirable American Steinlen in 1897, so clearly and frankly in Steinlen's spirit, yet with such artistic ability and undoubted personality that it could be placed beside the great French master's work, be identified with it, and yet retain its own character. This, while excellent in its way, is of course by no means provocative of a real national school, but rather serves to cramp the steps of later exponents of the art, and render their work lifeless; and one is not surprised to find that, after the days of Penfield, Bradley, and Gould, a good many years passed without any striking development in poster art in America. The last ten years, however, have discovered artists of pronounced originality and genius, and the posters of Robert Wildhack, Adolph Treidler, and Maxfield Parrish--to mention only three of the most eminent of their designers of the days immediately before the War--testified to the existence of a genuine national school, and led one to expect vital results in the production of posters inspired by the great world upheaval.