Image Comparison

The Uncle Sam Range 1876

Savile Lumley (1915)

My task here is to compare and contrast the two images above. They are both two examples of early historical graphic design. The Uncle Sam Range image was an 1876 advertisement by Schmacher and Ettlinger for a range cooker which surprised me as it looks more like lavish painting than an advert, whereas Savile Lumley’s poster was printed in 1915 during WW1.  Both pieces have a persuasive purpose and are aimed at the same sort of people, however they are promoting two very different ideas. The main difference between two is the sense of patriotism. For example, the Savile Lumley propaganda poster was produced during the war, where patriotism would be withdrawn and aspiration of winning the war were at a low. However, the patriotism on the range poster is loud and very brash, as you can see the advert is covered in stars and stripes and bright colours and ego display and flair. It was created during a year long celebration of the US so ego and patriotism was at an all-time high. The whole advert is a symbolism of the wealth of america and superiority. 

The typography used on the Uncle Sam advert is integrated into the stars and stripe carpet. It is also a slab-serif which is very western, and coloured with gold. There is also capitalisation of the 'U' and the 'S' which again symbolises the US. It is a totally dominant type. However, the type in Savile Lumley poster it says, 'Daddy what did YOU do in the Great War?' , written in italics which evokes child-like speech. There is no written reply to the daughters question, but it is obvious from the cowardly/delinquent look on his face that he did not do anything for his country in WW1. There is also emphasis of the son playing with toy soldiers. As such I believe the purpose of this poster is to persuade men to fight for their country, otherwise they will feel guilty and the family shame them for their lack of courage and patriotism. 

The Uncle Sam piece is promoting materialistic possessions, indulgence and lavish surroundings. However, I think Savile Lumleys poster is engaging more with evoking emotion, especially guilt. Both images have comfortable surroundings, the family, the children. Also the people in each poster well dressed. As such I think both these posters are obviously aimed at men, especially middle/upper class men. For example the  range poster would have been aimed at the middle/upper classes as the lower classes wouldn’t have been able to afford such a complex cooker, even the food coming out of the cooker (it looks like chicken) would have been luxury to the working class. The cooker is also surrounded by high society people having a good time, therefore promoted and wanted.  Also in the range poster, the racist image of the black slave bringing the food to the table which connotes a wealthy upper class way of living but also the dominant nature of the US.

Similarly, the Saville Lumley poster was also aimed at middle/upper class men. However, for a more practical reason...  WW1 began in 1914 and the majority of people who were recruited were lower/working class as it was paid, and they and their families needed the money.  By 1915, there would have been thousands of deaths and so the upper class would have been needed to replenish the battlefields. However, this poster promotes comfortable life after the war.