'Who's Absent? Is it you?', 1915

This poster was published by the Parliamentary Recruiting Committee (PRC) and printed by Andrew Reid and Company Limited of 50 Grey Street, Newcastle-upon-Tyne, in September 1915. Since the 18th century the figure of John Bull, with his distinctive Union Flag waistcoat and portly demeanour, had been used to personify perceived British, and especially English, values. Invariably portrayed as honest, direct, patriotic and suspicious of foreigners, it was inevitable that his image and spirit would be evoked for recruiting purposes in World War One (1914-1918).

In an echo of Alfred Leete's portrayal of Lord Kitchener, Bull is shown here pointing directly at the viewer and asking whether it's 'you' who is absent. Several other PRC posters adopted a similar approach, emphasising the role of the individual and often including spaces in the ranks (as here) to be filled. Unusually, the line up does not feature the cheery recruits typical of comparable images. Instead, some of the soldiers (one of whom is hatless) appear to have come straight from combat, suggested by burning buildings, in a rare allusion to the actual fighting.