OUGD401 Context of Practise Task 1: Comparative Analysis
The Uncle Sam Range (1876) Advertising image by Schumacher & Ettlinger, New York
Poster by Savile Lumley (1915)
These two images both share similarities in a number of ways and are both used as a form of propaganda, despite their different purposes. The first image is an advertisement for a stove produced by Schumacher & Ettlinger in 1876. It was produced in the same year of America's centenary of their independence and plays off this patriotism with 'The Uncle Sam Range' to sell the cooker. The second however, is a Poster produced by Savile Lumley in 1915 issued during the First World War aimed to recruit volunteers, specifically men. Until conscription was introduced in 1916, recruitment posters were an essential element in attracting young men to the armed forces during the 'Great War' of 1914-1918. Savile Lumley's poster has become one of the best known because of its tone of emotional blackmail.
Both images are forms of propaganda and use their different elements to persuade and pressure its audiences. In 'The Uncle Sam Range' for instance, the stove is not central to the image, suggesting that is focuses on the idea that it leads off aspiration, selling you the hope of a better lifestyle and the 'American Dream' if you buy this cooker. Similarly, although Savile Lumley's poster provokes more of an emotional response off its audiences, the poster also puts forward aspiration and the promise of success, particularly in the use of the children glorifying the war by symbolism such as the British toy soldiers, implying that they will win the war.
The target audiences for both of these images are categorically aimed at men. 'The Uncle Sam Range' advertisement has Uncle Sam central to the image and waiting for food, while a woman in the background of the image is serving the food. This proposes the traditional stereotypes as man as the superior and women there only to fulfill the role as a housewife. This creates desire for men as they strive to be successful, implying that they can be with this cooker. In Savile Lumley's poster, a woman isn't even present in the image. It indicates that is a man's duty to join the war as a father and the breadwinner of the household. In addition, I believe these posters are also both aimed at middle class working men in particular, as due to the social and historical context in these periods, we trust that the working class for Schumacher & Ettlinger's advertisement, would not be able to afford this cooker, and the upper class will not be persuaded by the motive of the poster as it is not relevant to them. While in Lumley's poster, most working class men had already volunteered for 'The Great War' for a sense of adventure, good pay, food etc, while the upper class had a lot more security in higher ranking positions, thus leaving middle class men to be targeted in both images.
Furthermore, both images have carefully chosen the font and style very effectively. Schumacher & Ettlinger's advertisement uses the traditional slab serif, western style font, which refers to American self mythology of prosperity, along with the gold colour of the type which altogether is emblematic of American culture. On the other hand, Lumley's poster uses a playful, scripted font to emulate that it is the daughter speaking, this makes it a lot more intimate and powerful and also uses direct address with the word 'YOU,' speaking to us as an audience. Both images choice of style and font enhances and relates directly to the motive of each image, making both more persuasive and effective.
One striking difference however in both images is the different tones of both. Schumacher & Ettlinger's advertisement portrays great patriotism of America, particularly in its striking imagery, such as the red and blue tones, the eagle, Uncle Sam and the stars and strip patterns. This suggests cultural superiority to foreigners and perceives that by buying this particular cooker, you too will be more advanced and superior to the rest of the world. In contrast, Lumley's poster has subtle elements of patriotism with the red roses and the royal emblem within the furniture, but no where near as prominent as the advertisement. Lumley's poster instead provokes a powerful emotional response compelling men to volunteer, with simple but clear symbolism such as the man's anxious face, the children and text. This creates a powerful sense of duty to family, but also suggests that, in the future, children would hold their fathers to account on the service that they performed for their country rather than the social protection that they ensured for their immediate family. This shows us a lot about the difference in cultures but personally I think Lumley's emotional blackmail is more successful in terms of persuading and pressuring an audience, particularly by its use of direct address. Although the tone is a direct contrast, both images are put together very similarly to communicate its purpose, which both do in my opinion, very effectively.
Furthermore, both images have carefully chosen the font and style very effectively. Schumacher & Ettlinger's advertisement uses the traditional slab serif, western style font, which refers to American self mythology of prosperity, along with the gold colour of the type which altogether is emblematic of American culture. On the other hand, Lumley's poster uses a playful, scripted font to emulate that it is the daughter speaking, this makes it a lot more intimate and powerful and also uses direct address with the word 'YOU,' speaking to us as an audience. Both images choice of style and font enhances and relates directly to the motive of each image, making both more persuasive and effective.
One striking difference however in both images is the different tones of both. Schumacher & Ettlinger's advertisement portrays great patriotism of America, particularly in its striking imagery, such as the red and blue tones, the eagle, Uncle Sam and the stars and strip patterns. This suggests cultural superiority to foreigners and perceives that by buying this particular cooker, you too will be more advanced and superior to the rest of the world. In contrast, Lumley's poster has subtle elements of patriotism with the red roses and the royal emblem within the furniture, but no where near as prominent as the advertisement. Lumley's poster instead provokes a powerful emotional response compelling men to volunteer, with simple but clear symbolism such as the man's anxious face, the children and text. This creates a powerful sense of duty to family, but also suggests that, in the future, children would hold their fathers to account on the service that they performed for their country rather than the social protection that they ensured for their immediate family. This shows us a lot about the difference in cultures but personally I think Lumley's emotional blackmail is more successful in terms of persuading and pressuring an audience, particularly by its use of direct address. Although the tone is a direct contrast, both images are put together very similarly to communicate its purpose, which both do in my opinion, very effectively.
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