by The Commercial and Governmental Fusion of a National Symbol
This nomination for the illustrators and government propagandists, most famously James Montgomery Flagg with his “I Want You” poster (1917), who solidified the figure of “Uncle Sam” as the personification of the United States government, particularly in its calls for civic duty like tax payment and military enlistment. While the figure had earlier origins, its systematic use in World War I propaganda was a masterclass in branding and marketing for a non-commercial entitythe state. Uncle Sam provided a brand identity for American nationalism, making abstract government authority relatable and compelling. This fusion of commercial illustration techniques with state messaging proved that symbols could powerfully mobilize mass populations for economic and military purposes, demonstrating the application of business branding principles to the project of modern statecraft and citizenship.
