John Bull the "blue and buff" scheme; this was used by supporters of Whig politics, which was part of what John Arbuthnot wished to deride when he created and designed the character. By the twentieth century, however, his waistcoat nearly always depicts a Union Flag, and his coat is generally dark blue. (Otherwise, however, his clothing still echoes the fashions of the Regency period.) He also wears a low topper (sometimes called a John Bull topper) on his head and is often accompanied by a bulldog. John Bull has been used in a variety of different ad campaigns over the years, and
British propaganda during World War I the introduction of conscription in January 1916. The most common theme for recruitment posters was patriotism, which evolved into appeals for people to do their 'fair share'. Among the most famous of the posters used in the British Army recruitment campaigns of the war were the "Lord Kitchener Wants You" posters, which depicted Secretary of State for War Lord Kitchener above the words "WANTS YOU". Other concepts used on recruitment posters included the fear of invasion, and atrocity stories. The "Remember Scarborough" campaign, recalling the 1914 attack on Scarborough, is an example of a recruitment poster combining these ideas. James