OUGD401 - Task 1 - Image Analysis Exercise

Context of Practice task 1 image analysis exercise.

The first image is an advertising image by Schaumacher & Ettlinger, The Uncle Sam Range (1876). This was at the time that America celebrated their first centurial of independence. The second image is of a propaganda poster created by Savile Lumley trying to encourage men to join the army and fight for their country.

The purpose of the Uncle Sam Range poster is to sell a cooking range that is trying to sell the “American dream”. The room is surrounded by the colours red, white and blue which symbolize the American flag. I personally believe that the advertisement isn’t very clear at what it is trying to communicate. I do however believe that the British poster is more favourable at expressing its intent because it shows a man being asked about the contribution he gave towards the Great War.

The Uncle Sam poster is very male dominated. This is shown as Uncle Sam is sat in the center with an eagle on his shoulder being served by a woman as well as a black servant making the food using the cooker. The British poster on the other hand is trying to encourage you to join the army by guilt tripping you.. Both of these posters are also trying to aim at middle classed men.

Another difference between the two images is the social and historical context that produce the message of the image. In the American poster we see a lot of small, hidden detail that relates to the advertisement. There is a clock in the back of the room that shows 1776 to 1876. In 1776 America celebrated the official beginning of independence. Therefore in 1876 America celebrated its first centurial.  There is also the globe reading the bill of fare, this included numerous countries that are being mocked for their choice of food therefore showing America as a more culturally superior country.  However, the British poster is created in 1915 a year after the war has began. The words “Great War” show that the war will be a victory as well as the boy playing with British toy soldiers.

Another key similarity is the way the font is chosen and illustrated.  The Uncle Sam Range is written in a bold western typeface using slab serifs coated in gold colours. This again shows the wealth of America and how superior it is. The British poster uses script writing almost as if a child wrote it. This relates back to the father who is being questioned by the young girl about the history of the Great War. Both of these posters relate back to the image and shows glory and promises success.

In conclusion both of these posters are targeted at middle classed men encouraging them to buy the range and join the army. Both of which have a lack in woman directing it at men. Both of these posters try to send across a message of patriotism and glory. To conclude both posters use very certain type to send a message to the viewer and make them think about what is communicated.