This striking recruitment poster from around 1930 is a vivid example of interwar French military propaganda, designed to appeal directly to young men hesitating over their professional future. Signed by the artist Coulon, the composition combines modern graphic dynamism with an optimistic vision of military life.
At the center of the image, a smiling soldier glides confidently down a snowy slope on skis, rendered in bold, simplified forms and cool alpine tones. The mountainous backdrop and sweeping diagonals convey speed, strength, and freedom, presenting military service not as hardship, but as adventure, physical mastery, and modernity. The skis and mountain setting specifically evoke elite alpine units, suggesting technical skill and prestige within the metropolitan troops.
The typography reinforces the message with clarity and authority. The large headline “Jeunes gens” immediately addresses its audience, while the imperative “Engagez-vous” functions as a direct call to action. Below, practical instructions guide potential recruits toward local gendarmerie brigades, recruitment offices, or nearby regiments, underscoring the poster’s role as both persuasion and information.
Produced during a period marked by demographic concerns and military reorganization after the First World War, this poster reflects the French state’s effort to modernize its image and attract motivated young citizens. Rather than emphasizing discipline or sacrifice, Coulon’s imagery highlights vitality, camaraderie, and opportunity, aligning military service with sport and national pride.
Today, this original poster is highly regarded by collectors of military history, propaganda art, and Art Deco–era graphics. It stands as a compelling visual document of how illustration and design were used to shape public perception of the armed forces in early 20th-century France.
Original poster
Military - Ski - Art Deco
Alpine Hunters - Ministry of War
Money - Paris
Good condition, light traces of folds
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