Image Analysis

'The Uncle Sam Range' (1876) advertising image by Shumacher &Ettlinger, New york

Poster by Saville Lumley (1915)

The visual resemblances between the posters by Schumacher & Ettlinger and Savile Lumley are obvious in terms of technique and form; yet on the other hand, it is evident upon studying the images that the messages delivered are in fact entirely different. What is interesting about these images, however, are the methods used to ignite enthusiasm within the mind of the viewer and cause an action to take place as a result of this.

It becomes apparent that the underlying tactic for the delivery of both messages is to employ a very Patriotic – and in some ways optimistic – attitude towards developing the images. The ‘Uncle Sam Range’, an image advertising ovens, is a particularly good example of this - the designers have obviously made a bold attempt to encompass all things American within their composition. This in fact allows the image to become time-capsule for the development of America at this particular point in time. It is loaded with symbolism to suggest the quantity of progression the country has experienced since Independence, initially and most noticeably via the clock placed on the mantelpiece, displaying the dates 1776 (American Independence) and 1876 (the year of publication). This is accompanied by various other aspects, such as Uncle Sam and the trademark American Eagle, surrounded by decor coloured consistently with the country’s flag, and the typically American typeface utilised below. The depiction of the rest of the world as a singular person entering America’s kitchen is also particularly persuasive in a patriotic sense, as it suggests that buying an Uncle Sam range would place the average consumer amongst the upper echelons of the all-catering society America was becoming.

Comparing this to the second image, the Savile Lumley WWI propaganda poster, it is noticeable how the tactics employed to convey a message can be seen as being remarkably paralleled, and in fact would have most likely gained the attention of similar audiences. The Lumley poster also invokes a sense of patriotic pride within the desired viewer, using symbolism such as the English Rose and the child’s toy soldiers. Lumley throws in a subtle twist, however:  the combination of the underlined ‘you’, the decision to name the war the ‘Great War’ and the ashamed look displayed on the man’s face transforms the poster into a powerful, yet slightly emotionally blackmailing, piece of material. It suggests the necessity of army enrolment to become enlightened within society, and is aimed at the particular class of people that are able to support themselves comfortably and would perhaps not be so tempted to risk life and limb for the country. The poster presents an undesirable situation for the average successful man, and effectively causes a greater temptation to undertake a risk in order to earn respect.

The methods used in these designs operate on a very similar level – to encourage one particular class of citizens to take an action in order to earn a greater status within society. The images emphasise the greatness of the particular country, be it the United States or the United Kingdom, and adopt this as a bargaining chip to persuade the audiences to subscribe and react to the delivered messages. What is particularly interesting, however, is how these designs signify the Westernisation of the two areas. They seem to symbolise the roots of the two countries beginning to be controlled by the media, as well as the government, leading to a state of capitalism or consumerism. This can be seen clearly in the world of advertising today – many adverts and designs use similar methods on varying levels, presenting idealistic and perfected situations to appeal to the masses.