- Context of Practice 1 Image Analysis -
‘The
Uncle Sam Range’ was an advertisement created in 1876 by Schumacher &
Ettlinger. It was created to promote the range most likely across the higher
class (plantation owners/businessmen) in America and other advanced countries worldwide.
The excessive American theme throughout the image could suggest them boasting
to the world at how successful and strong they are by ‘feeding the world’. With
the earth shaped head at the table reading the list of countries and various
foods they produce could be a flippant remark to the choice of food they have
almost mocking them. The time period is well represented by the dated old-fashioned
illustration theme and western typeface situated on the floor. The colours are very
welcoming with the warm tones and harsh use of red throughout making an
eye-catching impact in the room showing America’s boldness. Also the use of the
black slave towards the left of the image portrays the racial views of the
white people of America at that time. There is also clock on the wall clearly
shows that 100 years have passed since Independence Day and the people around
the table are celebrating with a feast from the range. This again supports
Americas pride and patriotic devotion to their country inviting the world to
join them.
Savile Lumley however created
the second poster in 1915 during WW1. This poster takes a more direct message
towards the audience with the hand written ‘Daddy, what did YOU do in the Great
War?’ which could be coming from both children. The boy having toy soldiers and
the little girl pointing to the book and looking at her dad suggests he did not
participate or support the war therefore cannot tell them anything about it.
The direct eye contact he makes with the audience sends a message of pride and
guilt, as he is most likely successful and important not needing the wage of
the army like the lower working class did. This is supported by the surrounding
lavish furnishing and well-dressed cloths on both him and his children which
was rare in times of war. Due to the time this poster was created I believe it
was targeted at the rich upper class to support the country at war and join the
army. This reaches out to them personally as it attacks their pride and his expression
seems to be contemplating something. Otherwise they could bring shame upon the
family for years from their lack of courage and patriotism.
In both posters it appears
they are both targeted at men. This is because of the time period where men
were more symbolic for strength, power and success. ‘The Uncle Sam Range’ is
aimed at the middle class as it gives off a sense of desire at what lifestyle
they could have to own one, it could also be aimed at the higher class as it
represents power and luxury which is what all rich men want. The same target
audience applies the same in the Savile Lumley poster as is tests their pride
and courage for his family and country influencing them to support the war.
