Critical Studies Image Analysis Exercise

Poster by Saville Lumley

poster by Schumacher and Ettlinger

I am going to compare the advertising poster for “the uncle Sam range” (1876) and the recruitment poster for join the great war effort (1915). They both have similarities and differences which i will be exploring and also depicting the hidden meanings behind them. “the uncle Sam range” (USR) advertisement poster uses very American colours such as the red, blue and white which run all over the poster. The carpet, clothing, wallpaper are all covered in American flags so is a very patriotic image. the slave/cook is the only thing in the poster which isn’t a symbol of America instead i feel that is showing how powerful it is over other countries. The Great War poster seem to be less patriotic but displays it in an more subtle way, such as the red rose on the curtains symbolising England, also the soldiers wearing red as our country guards do around the palace, but also it suggests that we won the war which is very patriotic. I feel both posters portry the upper class as in the Great War one shows a man well dressed, elaborate furniture and an upper-class manner about him. Where as USR shows the family having a slave which is a status of wealth in those times also the plentiful of food shows that money wasn’t an option. This then rolls on the American dream where anyone can make it big if they try. The poster is trying to play on this saying the Uncle Sam range is a status sign and having it automatically makes you seem more well off and American. The great war poster also uses a similar technique where it manipulates the audience to think that we win the war so not to be a part makes you boring and a coward. It also shows the son playing with soldiers which makes the man seem less masculine as if the young boy enjoys war and the father didn’t sign up then it’s almost a subtle mick take.
The Great War posters feels intimate and like its directly talking to you, although you don’t what it apply to you. The USR on the other hand doesn’t feel as direct although it makes you want to be apart of the scene. Both posters are aiming for respect USR is more about been American and the other about been a part of the war effort. The fonts used are totally different at the USR use very bold and western style font so it’s in your face but the Great War poster uses a softer more intimate font making it seem more personal, like a child has written it about the viewer.
In conclusion i believe that both posters are advertising totally different things but are using the same techniques to do this. Such as patriotic symbols and subtle imagery which manipulate the viewer.