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Critical Studies Image Analysis

Compare and contrast the images ‘The Uncle Sam Range’ by Schumacher & Ettlinger and A wartime poster by Savile Lumley

The Uncle Sam Range advertisement was produced by Schumacher & Ettlinger in 1876, the image was created to patriotically advertise and propagate the sale of The Uncle Same Range to American consumers. Whereas the wartime poster produced by Savile Lumley in 1915 was used to influence middle to higher class society to enroll in military forces during World War One. 
The Uncle Same Range advertisement heavily relies on patriotic cultural stereotypes throughout its design to convey it’s message. The red, white and blue colour scheme taken from the American flag is a conscious design decision taken to appeal the pride in American society, together the colours symbolise the American way of and by using these colours members of society immediately relate to the image. Furthermore a classic, bold American serif font has been used in gold colour to appeal to upper class society - gold symbolises and promotes wealth. Similarly Lumley’s wartime poster also uses patriotism however is makes more subtle references to it within the poster illustration. Lumley makes reference to nationalistic symbols such as the English rose featured on the curtains in the illustration in a less evasive manner. Alike The Uncle Sam Range advertisement the word ‘YOU’ in Lumley’s poster is capitalised and underlined to make the word stand out and address the audience directly. However the poster is also takes a more informal tone with use of handwritten font and the message being delivered in not a direct command like many enrollment poster’s of this era, the message questions the audience indirectly. 
Both posters use visual references to convey or symbolises certain messages. The Uncle Sam Range advertisement features a clock with two dates on, with symbolises the 100 years of progress American has made since signing the declaration of independence, this theme of American independence is also mirrored through Uncle Same being a symbol of independence as well as the eagle on his shoulder suggesting pride and power of American society. These messages relate to middle and higher class Americans to whom this cooker is targeted. In the same way the Schumacher & Ettlinger using visual imagery to convey American patriotism, Lumley uses visual imagery to emotionally manipulate it’s target audience. The child playing with the army figures suggests his aspirations to join the army this image combined with the look of disappointment and sadness on his daughters face makes the audience feel guilt, towards himself and his family for not enrolling in the army. Lumley’s poster projects a future in which the war has been and life has returned to normal and as a result of winning the war life could potentially be better. Similarly to how The Uncle Sam Range advertisement could also appeal to lower class society wanting to aspire to own the cooker and lead the life depicted in the advertisement. 
The male is the focal point of The Uncle Same Range advertisement suggesting the cooker is aimed at a male audience and a father figure wanting to provide for his family. Similarly to how Lumley’s poster target wealthy men with families, who have no need to join the war unlike poorer families who have noting to lose. The Lumley poster conveys a message that in joining the army you will be part of a ‘great’ war, that the country wins and is better because of the war and through partaking in the war you make you family and country proud. At a time when conscription wasn’t present in society this poster aims to attract a wealthier male to enroll in the army. The poster would have also been published at a time of uncertainty, but this poster aims to project a better future post-war. 

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