Image Analysis - Richard Miles

Poster by Sevile Lumley (1915)

The Uncle Sam Range (1876) Advertising Image by Schumacher & Ettlinger, New York

The two images hold very opposing moods; yet at the same time communicate similar fundamentals of what the average middle class should aspire too. The initial image focuses on Americas Independence and is Primarily suggesting that you need one of these cookers to be a true patriotic American, who eats more exquisite meals as oppose too China and their Boiled Grasshoppers. From the clock in the background I can infer that the ‘Dinner Party’ is being hosted for Americans as a celebration of its independence for a century. Using a strong sense of triumph throughout, the Advertising Image is definitely Pro Americanism.

Whereas the Poster by Savile, has a more intimate and softer approach, it does still however raise the issue of ‘doing what’s right for your country’. The poster targets a post-war scenario during the beginning of the war (1915), the image suggests that the war will be glorified and the outcome positive, to the extent that books will be written about it (Girl asking the father what he did in the war, while her finger is in the book). The Poster is not an advertising image but a form of Propaganda, inspiring Males to Join. It does this by suggesting all Males should contribute and almost be expected to join the war, this is idolised by the young boy playing with war figurines. A sense of Intimacy is built through the use of the father figure staring directly into the readers eyes, this is further emphasised by the ‘YOU’ in a capital and underlined format. Both images have very contrasting moods, one idolises the American lifestyle whereas the other suggests a lifestyle not too lead.

The font used within the Advertising image is most likely a Western font, coloured Gold to further emphasise the West and its Gold Rush, however it’s more the image of the advertisement that plays a key role in its communication. On the other hand the Poster uses text to convey its message, using a softer sized font and underling the ‘YOU’, symbolic of the famous Uncle Sam poster; ‘WE NEED YOU’. Causing more personal and intimate aesthetics.

In comparison the images both use different techniques to convey their messages, the first relying on Image to communicate a selection of messages. The second using text to communicate the overall message, in my opinion this works better because you immediately relate to the poster and understand its purpose.

I’ve interpreted the advertising image to be potentially targeting the middle class, I’ve took into account that they’re advertising a product, with the emphasis on the lifestyle you could have in effect if you bought ‘The Uncle Sam Range’. Whereas the Poster is targeting a more specific audience, a population of males not taking part in World War 1.

Both sources have got other underlying symbolism, the Globe head in the Advertising image has a caricature face over Africa, implying their inferior too America. In the Globes hands, it’s holding a menu list with Britain at the top of it. Possibly implying that we’re also a wealthy country, Or because we were Allies. In the poster by Sevile the children are wearing the colours of  Britain; Blue, Red and White, The sofa is decorated with symbols of royalty (Fleur De Lis) and the curtains have red roses.
Overall the two posters appear to have four main points of comparison; Both are targeted to the middle class, Both display the images of Aspiration, Both are aimed at a male audience and use iconic National symbols.