http://www.flickr.com/photos/mfspeccoll/4903407668/in/set-72157624742434942

This poster plays on guilt.  With the caption, "Shall we be more tender with our dollars than with the lives of our sons", it is not a mystery who this ad is targeted to.  This poster is asking for people to buy Liberty Loans but they are not just asking anyone, they are asking parents.  With the largest number of soliders being young men, and that number being so large, it only makes sense that the parents of soliders would be a huge and popular target demographic.  However callus this ad seems, you have to admit that it is buisiness smart.  At a time when the number of senseless, random deaths is astounding and unheard of, a common sentiment among the people is one of a loss of control.  I cannot imagine how parents of soliders must have felt knowing there was not anything they could do to feasibly help save their sons lives.  This poster plays on this.  Parents are willing to grasp onto anything that can give them any ounce of hope and make them feel as if they are contibuting as much as they can to bringing their son home safe.  It makes them feel like they are at least a tiny bit in control.  By the phrasing of the sentence, it seems that the aim is also to guilt people into buying these loans.  Asking if people are going to make money more of a priority than their sons lives is an effective way to strike a cord and get people to open their pocket books.