Comparison

TASK 1
Compare and contrast the two images in relation to the following:

1. The choice and organisation of font and style of illustration
2. The purpose and meaning of the image
3. The target / potential audience of the image
4. The social and historical contexts relevant to the production of the image
These are the two images:

'The Uncle Sam Range' (1876) advertising image by Shumacher & Ettlinger, New york


Poster by Saville Lumley (1915)

At first you may take a glance at these two images and say they are completely different, they also infact share similarities.

I feel both are trying to evoke emotion - although not in the same way. Whilst the Uncle Sam's cooker advert wants to give off a sense of pride and power, the Saville Lumley poster is transmitting a feeling of guilt.
Uncle Sam's advert is predominantly selling a cooker, a dream and in a way "American Greatness". The designer has drawn heavily upon symbolism and patriotism in order to express this, such as the use of the read white and blue colour, the stars and stripes, the bald eagle and even writing some of the states on the children's clothes. I feel they have used Uncle Sam to attach celebrity status much like what is used in today's adverts.
However the bottom image also draws upon the same technique - using symbolism and patriotism - perhaps in this case though it is more about making the viewer feel more of a "duty" to fight rather than show willingness to buy like the top image tries to make you feel. The symbolism featured in the war poster is very British - the Fleur DE Li, and the rose and the red soldiers like Beefeater's to protect the Queen, which again evokes a sense of duty a man would feel towards his country.
Both I think are selling towards males from similar classes but for different reasons. Whilst the top one I think is aimed at lower middle class trying to persuade them to buy this cooker in order to "achieve" "better social status", the bottom is aimed at the same class but to sort of suggest that all men are equal in this war - the majority of lower working class men had already joined the war because they didn't really have anything to lose and it was an exciting chance to see a bit of the world. Whereas a middle class man would have a nice house, children nicely dressed etc and may not wish to give up their life so readily. What the poster draws upon is expressing a sense of the guilt you would feel (expressed through the expression on the man's face - he is looking at you and it's as if you would share a mutual shame) if you didn't fight and using the children as an emotive - the fact a man would feel embarrassed if he couldn't tell his children he did nothing for their country when so many of their friend's fathers would have done. This is clearly shown through the boy playing his toy soldiers - his "heroes" and the girl pointing at the book - signifying that is potentially a history book about the war and you will come back a hero.
Another similarity between the two is they both glamorise what they are selling. The top image as I've said uses a "celebrity" to try and sell the product - making it seem like it gives status and it is an amazing, reliable cooker.
The bottom is glamorising in a slightly different way, making the war seem like it will be known as the Great War (as this isn't what it was known as at the time) and that if you fight you will help win the war, you can be part of this great achievement.
Although the fonts are entirely different, they are both suited for what they are wanting to achieve. Whilst the top one uses this chunky, bold font, it is a typically American font much like ones that were used when the Europeans were revolutionising America, getting rid of the savage Red Indians - an achievement - again making this cooker look great and powerful - if you buy this you will achieve something great.
The other is used as more of a threat, "you" is clearly in capitals to make every man who reads this feel it is speaking to them, giving a more persuasive message.