OUGD401: Study Task 3: 500 word comparison

Compare and contrast the two images in relation to the following;

a) The choice and orginisation of font and style of illustration

b) The purpose and meaning of the image

c) The target/ potential audience of the image

d) The social and historical contexts relevant to the production of the image

The first image is 'The Uncle Sam Range (1876) advertising image by Schumacher & Ettlinger, New York'. The image is advertising a range of oven aimed at wealthy American men. The second image is a world war one propaganda poster by Savile Lumley (1915) aimed at all British men.

Looking at the choice and organisation of font, and style of illustration, both images have a similar style, which is reflective of the date in which each image was produced. Take the 'Uncle Sam image', a hand drawn illustrative style which reflects the date of the image and the printing methods available at the time, but adds to the (un)realistic representation which the advert is trying to convey across. The bold type style is that of a Wild West saloon, coloured gold, set at the bottom of the image, it symbolizes going forth and civilizing into the west, finding gold, flaunting their wealth and their power. The British poster, again a hand drawn style, much more simple but less detail. There isn’t a massive change in style 40 years on, but it’s clear to see the whole design and concept is much simpler. The image relies more on the text to portray the message, and the rest you have to work out for yourself. The font is a lot more formal than the American advertisement, it contrasts brilliantly with the high expectations in which the poster is putting forth to the audience, and fits with the wealthy representation of the British gentleman and his children.

The British poster shows a well-dressed upper class British male, sitting with his kids. The text along the bottom reads ‘Daddy, what did YOU do in the Great War?’. The poster was published during the war, which gives the poster a future tense. The idea behind it would be to guilt trip the viewer, asking you directly and personally what you did in the Great War (The poster putting emphasis on the ‘you’), almost saying, if you are a part of this ‘Great War’ then you to could live this idyllic lifestyle of the upper class British citizen, with his proud kids. The propaganda poster displays a sense of pride and prestigious endeavour, which you can compare and contrast to the American advertisement which is littered with hints of their own pride and arrogance. This is evidenced through the detailed over-the-top imagery of the poster. The colours of the American flag are plastered all of the carpets and the walls. The clock displays the dates ‘1776’ and ‘1876’ showing their 100 years of independence. There is a black slave serving the cooked food for the American family, who has been portrayed very inferior to the American people. On top of Uncle Sam’s shoulder sits a golden eagle which symbolizes America. These examples and the others included In the advertisement are a way of America showing off their pride and their power and ability to advance industrially.