Analysis of two images.

Analysis of two images.

Daddy, what did you do in the Great War? poster by Savile Lumley (1915)

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

The main difference that hits me that exists between these two images are the very different subject matters they are handling. The 'Great War' image is focused around the very serious topic of the World War II war effort, trying the persuade people to sign up for the army to defend their country, whilst 'The Uncle Sam Range' is focusing on a range of ovens, trying to persuade the public to buy their product. The 'Great War' poster is dealing with quite a valiant and pressing issue that could decide the fate of the world but the 'Uncle Sam' poster is a shameless plug for their own product, intending to make money from the public, rather than defend the country.

Although the subject matters are a world apart, both images are attempting to persuade a similar audience and therefore they do begin to hit some similar ground in terms of persuasive devices, the main theme being that they both have clear nationalistic imagery within them.

The first poster showing evidence of royalty in the curtain and chair fabric. The curtains display a red-rose pattern which represents England and the chair is showing a fleur-de-lis pattern, an obvious symbol of British royalty. In addition to these patterns the boy is playing with toy soldiers, but specifically the queen's guard soldiers, again linking in with national identity and feelings of pride for one's country. The rich blue used for the carpet again signifies feelings of royalty and along with the red and white they come together as all the colours of the British flag. These connotations are working to create a feeling of guilt within the viewer, making them feel they have a duty to defend the country they should be proud of and retain it's greatness.

The second (Uncle Sam) poster is again very nationalistic in it's approach, but this time with a much more forward and obvious approach, unlike the 'Great War' poster which is almost subtle in comparison. The first thing that hits from looking at the 'Uncle Sam' poster is the use of colour, with the red, white and blue of their country's flag being very bright and bold and also a clear golden glow to the image that represents richness and prosperity. Not only does nearly every piece of visible fabric has the flag's colours, they also have the starts and stripes patterns of it clearly representing the national identity of America. The use of the character of 'Uncle Sam', who is basically the "face of America", as the center piece of the poster indicates they are trying to make the idea of being American the main focus of the image.

Another area that stems from the nationalist theme is the idea of independence and the celebration of a full century of it, symbolism of this can be found throughout the image. One example is the clock above the fireplace, with the two dates '1776' and '1876' on the face of it. America won it's independence in the year of 1776 and as the poster was made during 1876 they are relating to the celebration of independence. America was a very new country then. Other examples are the inclusion of the 'Declaration of Independence' on the wall and behind the celebratory dinner party and the 'Independence Hall' building can be spotted through the small window.

These visual devices that bulge with the idea of being American and proud independence are being used to associate the 'Uncle Same Range' of ovens with this idea of nationality and a perhaps false image of American Greatness seeing as the scene is very fictional and not realistic. The image is reinforcing the idea of the 'American Dream' and perhaps suggesting if you buy their oven you will have successfully took a huge step towards achieving it.