The two images we are comparing are both posters with a purpose, focused
on first capturing the audience’s attention and then delivering the proposed
message. Both posters deliver their meaning through a combination of image and
text, it will be interesting comparing the similarities and differences in
their advertising methods as the posters were produced decades apart.
The first poster, entitled ‘The Uncle Sam Range’ was created by
Schumacher & Ettlinger in 1876 and is a poster advertising a cooking oven. The
second poster was created by Savile Lumley in 1915 and is a propaganda poster
aimed at persuading middle class men to join the army.
Firstly, both posters sell you the dream of your life being better in
some way. The ‘Uncle Sam’ poster is aimed at the American middle and upper
class, as the illustration depicts a scene of wealth and affluence. Moreover,
there are patriotic American references drenched in every space possible. The
use of patriotic references makes the poster relevant to its target audience,
people aspiring to live the American dream. Additionally, The poster created by
Lumley is aimed at middle class men in Britain. Created as a world war two
propaganda poster, the image depicts a man lost for words as his children question
him about his role in the war. The poster cleverly hints at the fact that this
man played no role in the war. Through his distant stare, the artist portrays
his feelings of remorse and cowardliness. Portraying a clear message to men
viewing the poster, join the army and become a hero your family can be proud of.
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Both of the posters rely heavily on illustration to help convey the
message and connect to the viewers. In the poster by Lumley, we see the use of
children, they help question the male ego, as there was a focus put on how a
man should provide for and protect his family. The male’s blank stare
reiterates the fact that not going to war will leave you looking like a coward
to your family. However, contrasting this ‘The Uncle Sam’ poster uses images of
wealth and patriotism to entice its viewers. Using illustration, the
poster shows an American family cooking a variety of food on their new oven.
Everyone is smartly dressed and the interior of the house oozes prosperity.
Moreover, there are aspects of racism also included on the poster. At the time
the image was created slavery was still generally accepted in America, a small
slave working around the oven makes this apparent. Additionally, there is also
list of food, making fun of the foods eaten is other countries, the purpose of
which is to show how America is more culturally sophisticated than the rest of
the world.
To conclude, both posters portray a similar message, that if you buy or
do what the poster is advertising your life will be better off. However, each
poster uses a very different technique of persuading its viewers to do so. The ‘Uncle Sam Range’ portrays a life of affluence that can be obtained
if the product is purchased. Contrasting this, the poster created by Savile
Lumley uses guilt and shame to persuade its viewers to join the army and help
the war effort.
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