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 3rd 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)
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