marxism and design activism lecture - 3rd november

Marxism and design activism


aims: 
- to introduce a critical definition of ideology
- to introduce some of the basic principles of marxist philosophy
- to explain the extent to which the media constitutes us as a subject
- to introduce 'culture jamming' and the idea of design activism


'The philosophers have only interpreted the world, in various ways; the point, however, is to change it' - Marx, K. (1845) Theses on feuerback. (theirs no point in thinking without following it with action)

Marxism is:
-a political manifesto. leading to socialism, communism and the 20th century conflicts between capital and labour
-a philosophical approach to the social sciences, which focusses on the role of society in determining human behaviors, based on the concept of dialectical materialism.


-marxism lead to the rise of the soviet union, also uprising in china and cuba.

WHAT IS CAPITALISM.
-a society where control of the means of production - the role of making money is revolved around a few people, everyone works to make a small amount of people money.
-A marken is where labour power is bought and sold
-Use of money as a means of exchange
-competition/meritocracy - (if you end up at the top of society it is because you were meant to, because you're better off..)


Communist Evolution


-Primitive communism - the tribe society - everyone worked together, everything was free, their was no greed..
however eventually hierarchies would develop, someone has something someone else doesn't.




Marx's concept of base/superstructure

BASE

forces of production - materials, tools, workers, skills, etc.
relations of production - employer/employee, class, master/slave, etc.


SUPER STRUCTURE


social institutions - legal, political, cultural
forms of consciousness - ideology


''The history of all hitherto existing society is the history of class strugglers.' - (Everything - art, history, politics all can relate back to class and a certain political attitude.)

                    __________________________________________________

‘In the social production of their life men enter into definite, necessary relations, that are indispensable and independent of their will, relations of production which correspond to a definite stage of development of their material productive forces. The sum total of these relations of production constitutes the economic structure of society, the real foundation on which rises a legal and political superstructure and to which correspond definite forms of social consciousness. The mode of production of material life conditions the social, political and intellectual life process in general. It is not the consciousness of men that determines their being, but on the contrary it is their social being that determines their consciousness. ' - Marx, (1857) ‘Contribution to the critique of Political Economy’

(-society produces our lives, where we are in life we are forced into relations that we dont really have control of.

The base - determines the superstructure which the determines our lives.

Examples.

At a certain stage in their development, the material productive forces of society come into conflict with the existing relations of production ... 

          …From forms of development of the productive forces, these relations turn into their fetters. Then begins an era of social revolution.  - if you chance capitalism you will change our attitude to each other - ie, change our art and everything...

The State

‘…but a committee for managing the common affairs of the whole bourgeoisie’ (Marx & Engels (1848) ‘ Communist Manifesto)
- they think that the queen is incharge.
-the state act in such a way as to control the workers and keep them in line, either by controlling the way they think about theirselves of by shooting them. If the workers get out of line the army is called in to shoot them.

Religion - is the ultimate trap for the worker in a sort of marxist reading. - ''religion is the opiate of the masses'' - karls marx.

The way in which a certain set of ideas masks of distorts, allowing you to see only a certain part of the world and creates in people false conciseness - we dont understand the true nature of society and our role in it.

The reason we are in this false conciseness is because of certain mechanisms which are in place.

ART AS IDEOLOGY.
people had this idea how art is one persons free impression however it has never been like that, in old days the only people who made art were the ones who could afford educations, women were never aloud to be artist, only white rich men make art.
Art is only purchase by Kings and Queens, so a culture of art is created for rich people.

SOCIETY = ECONOMIC, POLITICAL & IDEOLOGICAL

Ideology in the medie, newspaper.

Rupert Murdoch claimed he could control politics, when news corp struck a deal with the labour party Rupert told his editors to switch the party they backed to labour and they got in power, then switch back to tories and tories got in power again.

The times is aimed towards the educated people, more politically focused, it even has it owns typeface.
The star is written by educated people but is just dumbed down, they write about things they think lower-class people would be interested in, football, tv and tits.
People read this paper and think it is the way their lives should be lived.

Commodity Fetishism

A commodity is therefore a mysterious thing, simply because in it the social character of men’s labour appears to them as an objective character stamped upon the product of that labour; because the relation of the producers to the sum total of their own labour is presented to them as a social relation, existing not between themselves, but between the products of their labour. This is the reason why the products of labour become commodities, social things whose qualities are at the same time perceptible and imperceptible.

Marx, ‘Capital Vol. 1’

                            _________________________________________

Our society is unfair,

-The assets of the worlds top three billionaires are greater than those of the poorest 600 million on the planet

=More than a third of the worlds population (2.8 billion)live on less than two dollars a day

-1.2 billion live on less than one dollar a day

-In 2002 34.6 million Americans lived below the official poverty line (8.5 million of those had jobs!)
-Black American Poverty double that of whites

-Per capita income in sub-Saharan Africa =$490

-Per capita subsidy for European cows = $913

Why do people not do anything about this?

Deconstructive graphic design

The role of a successful typographer is to make the text in a way invisible, using layout with the text designers are able to break up the text into pieces offering shortcuts through the masses of information; the the audience should just be able to read the text without even thinking about, 'typography helps readers navigate the flow of content'. Deconstruction within typography shifted the way graphic designers work, using more experimental styles, and compositions and a much less linear approach to type, breaking the type within an image to make the typography the main focal point, typography used within an image could not just be their to be read but also to illustrate the point being made.
In order to make typography legible spacing is crucial, using spacing to create gaps within the text trying to be communicated,  Typographers should take into consideration not only the positive grain of letterforms but the negative gaps between them, this is important to help to the flow of text and keep the text readable, how much space a designer uses can determine how legible they want the text to be.

Allen Hori, "typography as discourse"

A good example of deconstuction being used succesfully can be seen within the artwork of Allen Hori, the image represents typography being used as speach to commmunicate words. The image doenst seem to follow any conventional typography rules the image has no clear grid making it give the impression that the words and letter have just been scattered randomly across the page, making it difficult to interpret where you are suppost to begin reading and where you end. At first glance the poster is illegable, you struggle to interpret the meaning behind it, however i feel this works well because it forces the audience to look further into it, breaking it down eventually the words can be  interpretated. The large spaces within the image makes it very difficult to read, the spaces come across as random making it difficult to interpret where to look next. Some of the words are even broke up and written backwards making the audience consciously construct the words in your head, appose to the role of the traditional typography where reading should be effortless

Graphic design & deconstruction

The tate glossery defines deconstruction as;

A form of criticism, which involves discovering, recognising and understanding the underlying ¿ and unspoken and implicit ¿ assumptions, ideas and frameworks of cultural forms such as works of art. First used by the French philosopher Jacques Derrida in the 1970s, deconstruction asserts that there is not one single intrinsic meaning to be found in a work, but rather many, and often they can be conflicting. In Derrida¿s book La Vérité en peinture (1978) he uses the example of Vincent van Gogh¿s painting Old Shoes with Laces, arguing that we can never be sure whose shoes are depicted in the work, making a concrete analysis of the painting difficult. Since Derrida¿s assertions in the 1970s, the notion of deconstruction has been a dominating influence on many writers and conceptual artists.

lecture on Medium For the masses.

10th november.

Advertising essay bibliography.

• Williamson, J, (1978), 'Decoding advertising ideology and meaning in advertising', UK, marion boyars.
• Berger, J, (1990), 'ways of seeing', UK, penguin.
• Saunders, D, (1996), 'shock in advertising', UK, Batsford LTD
• Kilbourne, J, 1995, Beauty and the Beast of Advertising, [online] (updated 2005), available at: http://sites.google.com/site/digitalrlkeck/Home/composition-10600-spring-2009/unit-3--advertisement-analysis/kilbourne-s-beauty-and-the-beast-of-advertising
• Mulvey, L, (1989), 'Visual and other pleasures', UK, Palgrave Macmillan.
• Dr. C. George Boeree, 1997, 'personality theories - Sigmund Freud, [online] (updated 2006 and 2009) Available at: http://webspace.ship.edu/cgboer/freud.html,

Advertising essay resubmission.

““Advertising doesn’t sell things; all advertising does is change the way people think or feel (Jeremy Bullmore).” Evaluate this statement with reference to selected critical theories (past and present).”


Jeremy Bullmore states that, ‘’Advertising doesn’t sell things; all advertising does is change the way people think or feel’’. In this essay I am going to evaluate this statement looking at how women are perceived in advertising. In the early 1900’s advertising was mainly aimed towards selling products to men, using women as an object of lower class. Demeaning women using them purely for boosting the perception of the male figure making them come across as the stronger gender or as eye-candy just to bring attention to the products. For years the advertising industry has been accused of influencing people to buy into an ideology instead of purely the product. ‘Ideology is the meaning made necessary by the conditions of society while helping to perpetuate those conditions’ (Decoding Advertisements, p.13, Judith Williamson). Although morally wrong, this is the main focal point in influencing the general public. A large duration of the advertising market, sexism, racism and fascism has all been highlighted in its progression. This just scrapes the top of the ice berg in terms of the negative side of its impact on the vast amount of people who witness this on a daily basis.

 John Berger says that; ‘According to usage and conventions which are at last being questioned but have by no means been overcome, the social presence of a woman is different in kind from that of a man. A man’s presence is dependent upon the promise of power which he embodies. If the promise is large and credible his presence is striking. If it is small or incredible, he is found to have little presence. The promised power may be moral, physical, temperamental, economic, social, sexual – but its object is always exterior to the man,’ (ways of seeing, pg. 45, John Berger). This shows that all adverts during this period of time revolved around the way that men were perceived, the women were purely their to be shown in a degrading manor to make the male figure seem more powerful and greater in terms of superiority. A classic example that displays John Berger’s views on the way in which women are seen in comparison to men is shown within the advertisement ‘Dacron’ (1970’s). Promoting trousers by showing the man as being superior to the opposite sex therefore using the males ego as a driving point to influence people to purchase these trousers. Although during this time advertisements such as these were deemed acceptable and passed off as normal, a production like this would just be considered a disgrace and preposterous in this day and age. The advert initially intends to sell the trousers but observing the imagery used clearly identifies there is a lot more to it. The consumer, a male figure is buying into a lifestyle rather than just the clothing alone. The image shows the man standing proudly on the woman as if she is just a doormat in this household who can be walked all over. He is overpowering the woman and basically just showing her as an object and a slave to him which would be the ideal way of living in this era.

Another example of sexism within advertising is the advert for Delmote Ketchup produced in 1953. Even without having a male figure within the image overpowering the woman, the message being communicated still leads towards making women look inferior and weak. The typography used within the image looks as if the question is being posed by the woman pictured within the image; the quirky and comical typeface used also shows how women’s opinions are not taken seriously. The bright yellow backdrop gives the illusion that the woman is stood in the kitchen. Again, this stereotypes what the woman’s role should be within the domestic environment. The advert signifies how women are seen as the weaker gender, not being strong enough to even open a bottle of ketchup. The way the main product that the advert is actually trying to sell is not even fully shown within the image reiterates how the advert is selling a desire rather than a product. Buying into a desire and a dream rather than a product is something which Judith Williamson touches upon in the book decoding advertisements, ‘Adverts show you a symbol of yourself aimed to attract your desire; they suggest that you can become the person in the picture before you.’ (Decoding advertisements, p.65, Judith Williamson), which signifies false hope for the potential buyer and agrees with the statement made by Jeremy Bullmore.

Moving on to more modern advertisements is this advert by Nathan jewellers. This advert portrays women in a slightly different yet still negative manor, showing women as gold diggers and sex objects for the men to lust over and spoil. Women seen as purely sex objects is another common theme within advertising, being used as eye candy to either grab the consumers (mainly targeted towards males) attention or give the consumer false belief that by purchasing or using this product it will somehow make these pretty women fall at your knees. This proves that women are mainly only viewed negatively within advertising, always shown as weaker gender. The advert still also portrays men as the wealthy more powerful gender, being wealthy enough to purchase a massive diamond ring for the lady, however this time the advert touches on female submission and shallow motivations as well; how the female will basically do ANYTHING for a diamond ring.

Even though she is speaking about how women are seen within films, it still links to the way women are being used as an image within advertising. Laura Mulvey says that, ‘In their traditional exhibitionist role women are simultaneously looked at and displayed, with their appearance coded for strong visual and erotic impact so that they can be said to connote to-be-looked-at-ness.’ (Visual and other pleasures, Laura Mulbey),  Also Jean Kilbourne defines women as a sex object as, ‘The sex object is a mannequin, a shell. Conventional beauty is her only attribute. She has no lines or wrinkles (which would indicate she had the bad taste and poor judgment to grow older), no scars or blemishes--indeed, she has no pores. She is thin, generally tall and long-legged, and, above all, she is young.’ (Media & Values – redesigning women, Jean Kilbourne).  Laura Mulvey’s point of women being used just to be sexy and looked at is shown clearly within this image which is an ad campaign for a fragrance by Tom Ford created in 2008. The way the woman is used in these adverts is purely just to grab the consumers attention and focus it onto the product itself. As far as using women as sex objects to sell a product I feel that this is the worst example that i have seen, the advertisements is basically just a naked woman shown in a very sexual manor with her genitalia covered by the product itself, not the most creative advert ever however it has had some controversy surrounding the campaign being seen as one of the most sexist adverts in the 2000’s. The advert is selling the idea that if you use this product this is what you will achieve, and by using the women as a sex object it shows that this product will get sex, or that is at least what Tom Ford wants to consumer to believe. The way Jean Kilbourne describes women as a  mannequin really sums up the role women have within these adverts, they are only being used as a kind of object, a decoration, there to bring attention to the product and nothing more. However in comparison to older adverts using women as sex objects, the more recent advertisements seem to be getting more and more pornographic with more and more flesh being shown, maybe it doesn’t seem too bad by today’s standards however it seems to be more demeaning towards women, and in a time where sexism is considered over it still portrays the women as being the weaker gender.

‘The surveyor of women in herself is male: the surveyed female. Thus she turns herself into an object – and most particularly an object of vision: a sight.’ (John Berger, ways of seeing). This quote is easily linked to this image of an advert for Burger King, the advert is obviously targeted towards men using the doll like look of the perfect woman as an object and a sex symbol to sell the burger. The advert is overly suggestive using the burger as a phallic symbol of oral sex to attract the customer’s attention. An advert portraying sex is more likely to catch the consumers attention than one that doesn’t, because after all, ‘sex does sell’. Sigmund Freud says that, ‘’If you take a good hard look at our modern society, you will find that most advertising uses sexual images, that movies and television programmes often don’t sell well if they don’t include some titillation, that the fashion industry is based on a continual game of sexual hide-and-seek, and that we all spend a considerable portion of every day playing the “mating game.” Yet we still don’t feel that all life is sexual.’’(Sigmund Freud, personality theories) Which shows that modern advertising clearly relies on the idea of using women in a sexual manor just to grab the consumers attention and sell products. The big bold typography used within the image also helps target the advert towards men; the powerful grungy typeface used signifies the everyday hard working middle class manual labourer man, taking up the whole of image and written in caps lock makes the type come across as loud and powerful and kind of overpowers the image of the woman which shows men as the more powerful gender. Even within the text there are several links to sex, the big bold ‘blow’ underneath the phallic image of the sandwich further drives the sexual undertones within in the advert, also the text ‘super seven incher’ is used as a sexual innuendo linking to the whole ‘size matters’ debate. The dark gradient used around the image not only helps create a sinister feel within the advert is also helps draw your eyes towards the picture of the woman, even though the whole advert is an innuendo of oral ex the woman looks to be fearful of the sandwich, like she is scared of the size of the males penis and his manhood which targets the males ego and makes them come across as the stronger gender. It also portrays that women are not powerful enough to eat this sandwich; it is for men only because women are too weak.

So in conclusion, after looking at the way in which women are portrayed within advertising from the 1950’s to the current date and how the role the woman plays within the adverts affects the consumer it all relates to Jeremy Bullmores statement; advertising does change the way people think or feel. Adverts seem to sell you an ideology, selling you a lifestyle more than just the product itself and by purchasing this certain product you are buying into this. Judith Williamson says that, ‘Advertisements are selling us something else besides consumer goods: in providing us with a structure in which we, and those goods, are interchangeable, they are selling us ourselves. And we need those selves,’ (Decoding advertisements, Judith Williamson), which connotes the way advertisement uses stereotyping and sexism to paint this perfect lifestyle which the consumer buys into. Changing the way the consumer thinks and feels to make them believe that they need this product to live this way.

Postmodern Graphic Design

Term used from about 1970 to describe changes seen to take place in Western society and culture from the 1960s on. These changes arose from anti-authoritarian challenges to the prevailing orthodoxies across the board. In art, postmodernism was specifically a reaction against modernism. It may be said to begin with Pop art and to embrace much of what followed including Conceptual art, Neo-Expressionism, Feminist art, and the Young British Artists of the 1990s. Some outstanding characteristics of postmodernism are that it collapses the distinction between high culture and mass or popular culture; that it tends to efface the boundary between art and everyday life; and that it refuses to recognise the authority of any single style or definition of what art should be. 

(definition taken from the Tate glossary.)

This constructionist poster is by El Lissitzky which is trying to communicate the power of the Bolshevik movement. The use of geometric shapes going against traditional conventions is a characteristic of post modernism within graphic design.

This is a poster by barbara kruger i consider this to be post modernism because of the layout of the type, the type seems to be offset and doesn't follow a grid.

This is a poster by Emil Ruder, Emil Ruder was one of the first designers to break the rules of traditional typography which was a big part of the post modern movement, abandoning the form follows function style of modern graphic design and kind of using type as image.

                    
                         

The next two are album covers done by Jamie Reid for the band, the sex pistols.

this minimalistic collagey type look within these posters became a big atribute of post modernism. The way the posters use very little colour and simple layout to communicate the message seems to work very well, the adverts are extremely controversial, and break the rules of traditional type.

Avant Gardism

Originally a French term, meaning in English, vanguard or advance guard (the part of an army that goes forward ahead of the rest). Applied to art, means that which is in the forefront, is innovatory, which introduces and explores new forms and in some cases new subject matter. In this sense the term first appeared in France in the first half of the nineteenth century and is usually credited to the influential thinker Henri de Saint-Simon, one of the forerunners of socialism. He believed in the social power of the arts and saw artists, alongside scientists and industrialists, as the leaders of a new society. In 1825 he wrote: 'We artists will serve you as an avant-garde¿ the power of the arts is most immediate: when we want to spread new ideas we inscribe them on marble or canvas¿ What a magnificent destiny for the arts is that of exercising a positive power over society, a true priestly function and of marching in the van [i.e. vanguard] of all the intellectual faculties!' Avant-garde art can be said to begin in the 1850s with the Realism of Gustave Courbet, who was strongly influenced by early socialist ideas. This was followed by the successive movements of modern art, and the term avant-garde is more or less synonymous with modern. Some avant-grade movements such as Cubism for example have focused mainly on innovations of form, others such as Futurism, De Stijl orSurrealism have had strong social programmes. The notion of the avant-garde enshrines the idea that art should be judged primarily on the quality and originality of the artists vision and ideas.  (definition from tate glossary) This is a recent advertising for Playstation 3, even though i do not like this advert i feel it represents avant guard quite well. The term avant gard seems to mean something completely new, at the forefront of design, which i feel fits well with this image. The advert goes against traditional conventions by using a man as the eye-candy, to grab the consumers attention rather than a woman, even though the playstation 3 is a product mainly targeted towards men. At first glance you would have no idea that the advert was promoting playstation 3, it is just a shocking controversial advert made to get attention, so people would talk about it and the word of mouth about playstation would spread, which would be a completely new way of advertising used by other companies like cadburies, creating advertising of no relevance to the product itself to confuse the audience and get people talking about it, creating hype around the product. This is a piece of Design by Alexander Rodchenko, this style of art was at the forefront of graphic design, using geometric shapes similar the those of El Lissitzky's bolsheviks posters, the poster communicates to people encouraging them to read, trying to create a social change changing peoples opinions that education is for the rich. The use of a woman within the advert was a big change in advertising, before this women were only rportrayed as the weaker gender being used as an object to make the male figure look better, however in this poster the woman is seen shouting out to everyone trying to promote education, she is seen as strong and powerful, maybe sparking an end to sexism in advertising. The poster is also very innovative because of the use of new technology within the advert, using photography and photo montage was something that had rarely book seen before in graphic design.

Modernist Graphic Design

Modernism 

In the field of art the broad movement in Western art, architecture and design which self-consciously rejected the past as a model for the art of the present. Hence the term modernist or modern art. Modernism gathered pace from about 1850. Modernism proposes new forms of art on the grounds that these are more appropriate to the present time. It is thus characterised by constant innovation. But modern art has often been driven too by various social and political agendas. These were often utopian, and modernism was in general associated with ideal visions of human life and society and a belief in progress. The terms modernism and modern art are generally used to describe the succession of art movements that critics and historians have identified since the Realism of Courbet, culminating in abstract art and its developments up to the 1960s. By that time modernism had become a dominant idea of art, and a particularly narrow theory of modernist painting had been formulated by the highly influential American critic Clement Greenberg. A reaction then took place which was quickly identified as Postmodernism.

(definition from tate glossary) 


Five images of what I consider to be modernist Graphic Design.

Beck, Harry, (1933) 'London Underground Map', http://www.europeanunionmaps.com/tag/london-map/

Using simple block colour within the new layout for the design for the london underground is an example of modernist design, the layout comes across as quite simple yet very aesthetically pleasing. 

Walter Allner, http://30gms.com/tags/C27/P40/

The serif typography used within the image is a definite link to modernism, a new way of working.

http://swisslegacy.octavez.com/uploads/2009/09/3867846859_b495612f01_o1.jpg

This is a design for a german match box company, the simplistic design with minimal colours suits the miniature format perfectly.

Peter Saville, (1983) Blue Monday, http://www.bbc.co.uk/collective/dnaimages/030606/saville_bluemonday.jpg

This is the best selling 12" ever made, maybe a move into post modernism however the experimental simple minimalistic design going against traditional styles of working keeps it very modern, going against form follows function this band lost 30p for ever copy of this record sold due to the expensive production of the design. 

Poster for night, http://28.media.tumblr.com/WDfkCINtuqs5m87oTIndAeHbo1_500.jpg

At a quick glance it is hard to see what the poster is trying to communicate, it is only when you look at the poster in detail you can work out the message, which i feel definitely goes against 'form follows function', using elaborate swirls and maybe the poster more image driven rather than communicating a message.

lecture on maternity and modernism

image analysis.

The two images, ‘The uncle Sam range by Schumacher and Ettlinger (1876)’ and the poster by ‘Savile Lumley (1915)’ both succeed in selling a national ideology to try and influence your decisions by ever buying into a lifestyle and purchasing a range or signing up to join the army; both images succeed in selling a national. Although the two images are trying to sell completely different products the two images both succeed in using similar approaches to influence the opinion of the audience, trying to kind subconsciously force the audience to believe that they need this product or to sign up to war to significantly improve their lifestyles.

The first image is an advertisement selling a cooker, however the image seems to be more about buying into a lifestyle more so that just buying a cooker, it is selling to people wanting this aspiration lifestyle The whole image seems to represent that buying this cooker will make you superior and is selling the ‘American Dream’. Using tons of references to America and being patriotic, with symbols such as using American themed colours, an eagle and including the St. Trinary building within the image it is clear that the advert is trying to portray that by purchasing this product it will make you a better American. The advert is clearly aimed towards men, using uncle Sam as the main focus within the image rather that the product itself, being served food by his wife and sat with his 3 kids at the table, it is selling the American dream, an ideology that this is the way all Americans should live. The children themselves are also linked to America and living the American dream with their names being; New England, Dixie and West; New England and Dixie relate to the slave trade, being the locations where the slave travellers settled and the home of the cotton fields. Having a slave was seen as a sign of wealthiness, only the rich could afford to own a slave, which helps to sell the idea that by purchasing the oven it will greater improve your lifestyle. The 3^rd child, West, relates to the whild west, the land of freedom, also known as the the American Dream, the place where the wealthy live in their big houses living their extravagant lifestyles, the typography used within the image also links to the Whild West and the American Dream, using typography similar to styles to what is used on old western bars. Also I feel the way the menu holds recipes from all around the globe, however they seem to be stereotypical almost racist meals, such as ‘birds nests’ as a meal for china, kind of represents American Superiority by showing how America is cooking for the rest of the world.

The poster by Savile Lumley uses similar persuasive tactics to get across to its audience however i feel that this image uses guilt to try to sell the product, get people to sign up for war.  The advert seems to be portraying, don’t regret not signing up by playing a guilt trip on the audience. The man in the image represents a coward who didn’t sign up for war and the image is trying to represent what affect this has had on his life, trying to suggest that if you do not sign up you will feel ashamed, you will not be seen as a hero when people look back at this GREAT war. One of the strongest ways of communicating this within in the image within the use of typography, the use of italics makes the type seem like it is a question being posed by one of the children, using uppercase and underlined YOU to makes the type come across as sarcasm from the man disappointed children. The underlined and capitalised ‘YOU’ makes it really stand out and seem as it is directly targeting the audience putting pressure on you to sign up. Even though the advert seems to be set along time after this great war and aspirationally creates the image that we won the war the man doesn’t seem to be over joyful like you’d expect, the look on the man’s face seems to represent guild and regret for not signing up, becoming a hero and helping us fight the war. Both images sell the product by showing us what affect it will have on our lives is we purchase the product however this image shows the negative effects that not signing up for war will have on your life.

'the uncle sam range', (1876) Schumacher and ettlinger.

'Saville lumley', (1915)