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Old-school recruiting

They inspired patriotism, garnered support for the cause and showcased the best creative minds of the generation. But the primary mission of recruitment posters in the 20th century was much simpler: Move a nation’s youth to enlist in the armed forces.

Gary Borkan, a Massachusetts antique dealer who has specialized in authentic recruiting posters for 20 years, says these historic works are true American art, worthy of hanging in someone’s home alongside a Picasso.

They also make a good investment for military collectors, he contends.

“The World War I and World War II recruiting posters are really spectacular artworks that are much scarcer than the prices would lead you to expect,” Borkan says.

Borkan, who operates www.rare-posters.com, wrote a collector’s guide to the posters of World War I and has more than 500 vintage pieces in his inventory. One of the most coveted is the Army’s “Enlist” poster, which was created before World War I and features a drowning woman clutching a baby, reportedly based on a victim of the attack on the Lusitania. It’s worth nearly $20,000.

Even more rare is the Army’s “Destroy This Mad Brute” poster featuring an apelike, militaristic German crossing onto American shores clutching a helpless woman; created in 1917 by H.R. Hopps, it’s also worth about $20,000, but it hasn’t been available for sale in the U.S. for years.

“It’s thought to be a precursor to King Kong,” Borkan says. “It was only made for [distribution in] San Francisco. It’s a very rare poster.”

Recruitment posters, widely distributed to government buildings such as post offices and libraries during the opening salvos of both world wars, were either printed or commissioned by the federal government in an attempt to spur young men to join the armed forces. They often were created by the elite artists and illustrators of their generation and usually played on themes of patriotism, pride and masculinity. James Montgomery Flagg, the artist who created the iconic “I Want You” image of Uncle Sam in 1917, is the most well-known. An original of that poster sells for about $8,000.

“They really tried to inspire a desire to enlist,” Borkan says. “They used a lot of different tactics — authority, patriotism, pretty ladies, sometimes guilt.”

Like today’s motivational commercials that play before movies and on television, recruitment posters were an effective way of getting men to join the ranks during times of war. Because they are so old — most were printed from 1917 to the mid-1940s — and printed on paper, few originals remain in mint condition. Those that survive are quite valuable.

“These have integrity as historical American artifacts and even as an art form,” Borkan says, “so they have a lot of good qualities for a collectible and an investment.”

The key to finding the right poster to begin your collection, Borkan says, is knowing the subject. “You really need to educate yourself,” he says. “It’s not something people are going to happen on at a local flea market or an antique shop.”

Once you find the perfect poster for you, expect to pay between $500 and $1,500, depending on the condition, scarcity and artist — or even more for the most famous pieces. “Home-front” posters, aimed not at recruitment but at getting Americans to buy war bonds, boost work productivity or conserve resources, were more widely distributed and today are less scarce. They range in price from $200 to more than $500.

“Posters were made to be used, and very few were saved,” Borkan says. “Over the passage of time, many were destroyed. Even the ones that were saved frequently weren’t stored well, so the ones that come through the years in nice condition are really quite rare and special.”

Borkan says his clientele includes a sizable number of active-duty, retired or veteran military buyers. He estimates that Marine Corps posters outsell the other branches. Marines like to put their espirit de corps on display, he says, but there still is lots of interest among the other services.

And prices are going up.

“My advice to people is, buy recruiting posters and buy ones from the best artists,” Borkan says. “Those are the ones that are going up in value the most.”

5 Poster pointers

Poster dealer Gary Borkan offers some tips for buyers looking to start a collection:

1. Buy from a reputable dealer. Dealers have the best selection and can offer guarantees of authenticity. Although eBay might have bargains, the quality isn’t guaranteed and reproductions might be mistaken for originals. Borkan called eBay “a definite buyer-beware situation.”

2. Collect what you like. It makes no sense to hang a poster on your wall if you’re going to tire of it quickly. Buy only what appeals to you, regardless of the poster’s rarity or value. Remember: This is a long-term investment.

3. Good condition only. Posters that are torn, have water damage or have been altered in any way are less desirable and worth far less than a mint-condition specimen. But some wear is normal; posters are made of paper, after all.

4. Care for your posters. Store them away from sunlight, humidity and high temperatures. If the poster is large, use plexiglass in the frame to avoid possible breakage. And if the poster isn’t already linen-mounted, make the investment. Never dry- or board-mount a vintage poster.

5. Act now. Because recruiting posters are no longer made and are quickly being snatched up by collectors, their rarity is only increasing. Now’s the time to begin your collection.

More online

For more info on vintage recruitment posters, read “World War I Posters,” by Gary Borkan (Schiffer Books, 2002. $39.95). Visit his Web site at www.rare-posters.com.