During World War I, the Committee on Public Information (CPI) used many propaganda techniques to deliver their war messages effectively to the American citizens. The CPI mainly appealed to the heart and not the mind, frequently "draining off" emotion from another activity to a wartime message by skillful manipulation. Demonization of the enemy was used by the CPI to clearly distinguish foe from friend, and atrocity stories were used to effectively demonize the enemy. The CPI was also known for dishonesty, as they never told the whole truth but manipulated parts of it.
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In this poster, a mad gorilla is shown carrying the half-naked, limp, and a distressed lady liberty. The gorilla, or "mad brute", as written on the poster, represents Germany. This is also evident from "kultur" written on the bat, which means German civilization and culture. The gorilla has a cap on his head with the word "militarism" on it. The CPI is demonizing Germany as a drooling, mad brute who is militaristic, also arousing emotions of fear and anger as a distressed lady liberty is in Germany's arms. It says "Enlist U.S. Army" on the bottom of the poster and "Destroy this mad brute" on the top in large orange letters, directing the emotions of hatred from the "mad brute" to enlisting in the US Army. This poster was created to heighten enlistment in the US Army.