Task 1 - Critical Studies Image Analysis Exercise

Compare and contrast two images in relation to the following-

1. The choice and organisation of font and style of illustration
2. The purpose and meaning of the image
3. The target/potential audience of the image
4. The social and historical contexts relevant to the production of the image.

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

Savile Lumley (1915)

Critical Studies Image Analysis Exercise.        

At first glance there doesn’t seem to be many similarities between the poster by Savile Lumley (1915) and’ The Uncle Sam Range’ (1876) by Schumacher and Ettlinger. However, when looking closely at the two images there are many subtle but crucial similarities.

Firstly looking at the incredibly over the top colour schemes used in ‘The Uncle Sam Range’. The use of red, white, and blue to signify American nationality has been painted onto every possible part of the image. The only part of the image that hasn’t been used to exploit America’s greatness is the cooker that the advertisement is actually trying to sell. There are similar, although much more reserved, symbols used in the propaganda poster by Savile Lumley. The curtains in the back of the image are covered in rosettes and the arm chair that the father and child are sat in holds a pattern including the fleur de lis. The use of these subtle national symbols (although some less subtle that others) add to the patriotic feel to both images, meaning the viewer can look upon these advertisements with pride for their countries.

These feelings of national greatness are what both advertisements are using to persuade there audiences. ‘The Uncle Sam Range’ focuses on how far America has come in its one hundred years of independence. This image displays the perfect American family in the perfect house. With a large feast being made for the family by their servant with their new cooker, the wife helping serve the dinner and the husband/father acting the host and talking business through with the guest, which in this case is the world. The font used on this advertisement reflects a western style, which is another reference to prosperity and adventure, things associated with the “American dream”. In this advertisement America is powerful enough to be feeding the world, and mocks what the rest of the world lives on, and suggests that by buying this cooker you will be a part of their triumph.

The patriotic feelings used in the poster by Savile Lumley are the main thing that makes this poster work. The way the daughter assumes that her father was a part in the ‘Great war’ by asking ‘Daddy, what did YOU do in the Great War?’ and how the son is leisurely sitting playing with his army action figures shows that war is just something that comes naturally to men. The font used for this statement is very informal and made to look as if it coming from the voice of the child, once again putting pressure on the father. This propaganda was created before forced conscription so it is persuading men to go to war, suggesting that it will make for good stories to tell later on it life. The way that the girl’s statement has been written as “what did you do in the Great War?” means that not only is the war over but that it is looked back on as “Great” and incredibly influential on young people’s lives.

Each of these images is targeting a male audience, selling their lifestyles and ideals. Whether you are to buy a new cooker so you can celebrate your countries prosperity, or so you can go on to join the army, to represent your country, as it is where you belong and will make for great stories later in life. Both of these images strongly represent their country and are effectively persuading their male audience to act.