Grace's HumCore Site - Research Presentation

Presentation of Research

1950. “Young Smokey on ABC Radio .” Special Collections, USDA National Agricultural Library.

Introducing...Smokey Bear

Who is Smokey Bear? He is an American icon created in 1944 to spread the message about practicing fire safety and preventing forest fires.

Who created Smokey? The cartoon bear was created through a combined effort of the USDA Forest Service, the National Association of State Foresters, and the Ad Council.

Was Smokey ever real? Yes. In 1950, a bear cub was rescued from a forest fire in New Mexico and became the real-life Smokey Bear. He made public appearances (see image) to help spread the message about the importance of forest fire prevention. He passed away in 1976.

Is the campaign still around today? Yes, advertisements for the campaign are still running on television, and Smokey Bear celebrated his 75th birthday in 2019! Below is an example of a recent campaign ad.

In this advertisement, posted to YouTube in 2019, Smokey Bear approaches a family getting ready to start a backyard fire. (Left: video. Above: still image from video ad.)

When this bear was first created, no one could have predicted how much of an icon he would become. The Smokey Bear campaign now holds the title as the longest-running public service campaign in American history. He is loved by many, especially those who grew up with Smokey. However, the 21st century has brought on new analyses and critiques about the campaign. It is without doubt that there have been ups and downs as Smokey navigates through an ever-changing American culture. Therefore, I argue that:

Smokey Bear's campaign has needed to evolve visually and rhetorically in order to remain effective, and has adapted to new perspectives surrounding its cultural representations, political effects, and ecological impacts.

Comparison of Campaign Posters

What do you notice is different about these three posters? What is similar? As the viewer, consider what the creators hoped you would gather from each graphic.

1945

The first poster ever created of Smokey Bear. We see a bear in jeans and a ranger hat putting out a campfire. He is demonstrating responsible fire practices, accompanied by his famous slogan.

1973

Using the bright colors of the 70s, this fantastical poster features Smokey with wildland animals. He now wears a belt and his hat bears his name. Smokey stands like a father figure and warns against the use of matches.

1993

Back again with his group of woodland animals, Smokey looks out at a scene of destruction. Ravaged by a forest fire, the animals have lost their home. The burned-down cabin reminds us that humans are affected by forest fires too.

Ways in Which the Campaign May Be Explored & Analyzed

Through the lens of visual analysis:

The image of Smokey Bear has existed for so long that its interpretation by the American people differs widely across age groups and cultural groups. The visual representation of Smokey is the basis of the entire campaign, which relied on posters and television advertisements to spread their message of fire prevention.

For example, consider the human-animal hybrid that contributes to Smokey's effectiveness and relatability. Is he a responsible forest ranger, or just a bear? According to Marguerite Helmers in Hybridity, Ethos, and Visual Representations of Smokey Bear, "the boundary between human and animal [...] is at his beltline" (48).

Through the lens of political analysis:

As a government entity, it is valid to consider the Smokey Bear campaign as a political tool. Some have asked if the campaign is simply a way for the government to control the public and its use of natural lands. The campaign's message conveyed the ideal American citizen to be someone who is wary of forest fires.

This begs the question - did Smokey become a representation of the government so much so that the bear himself was distinctly separated from the message?

Some Smokey Bear posters also demonstrate meanings that should not be coming from a government organization. Consider the poster to the right, which contains a cross and Smokey seemingly looking up to God in the aftermath of a forest fire. The religious themes in this graphic set a precedent for how good American citizens should act and align.

Through the lens of ecological analysis:

The development of modern science combined with the ability to study forest ecology over the course of the campaign have shown how strict forest fire suppression is not the best forest management practice.

As examined by Donovan and Brown, strict forest fire suppression leads to a buildup of fuel (material that easily catches fire) which gives nature greater opportunities to "self-correct with large, destructive wildfires" (79), as shown in the image to the right.

Tree mortality on the North Rim of the Grand Canyon in the wake of the Warm Fire, July 2006.

How Will I Contribute to the Conversation?

I have gathered evidence, analyses, and opinions about the pros and cons of the Smokey Bear campaign. Ultimately I wish to consider all of these factors to understand how the campaign has been running for such a long time.

The graphics released by the Ad Council have shifted in their imagery and tone in order to cater to a different audience in different periods of time. Some posters are also made to reach younger audiences, while others aim towards adult viewers.
The campaign's nods to different political movements (ex: environmentalism) and its appeal to a specific audience (the American patriot; good citizenship) allow it to be a fluid campaign and therefore very successful.
The campaign has altered its slogans and language to clarify its message and adapt to new ecological science about forest fire management.

I think this topic is incredibly interesting because the Smokey Bear's campaign can serve as an example for future campaigns that hope to be effective and long-lasting. For over 75 years, the campaign has adapted to remain relevant and overall successful. Through analyzing what it did well and what it could do better, I hope to create a deeper understanding about the Smokey Bear campaign, which may reveal interesting points about American culture and its relationship to nature and the government.

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