Essay (Uncle Sams Ad & Lumley Poster)

                                                    Image Analysis Essay (500 words)

The Uncle Sam's Range Advertisement (Image One)

A Poster by Saville Lumley (Image Two)

In this essay I am going to discuss the comparisons between The Uncle Sam’s Range Advertising Image & A Poster by Savile Lumley.

The first image is just after the American independence and is symbolic of the American Dream. It attaches the pride of America to try and sell the product, they do this through undermining other cultures that are known to migrate & settle in America, which are wrote on the list to make America’s food seem superior.

The second image is midst of the WW1 and uses emotional manipulation to make you think about joining the war. The use of children asking their dad about what he did in the war makes you want your children to be proud of you too.

 They both use the same style of illustration and set the composition to create the alpha male the centre of attention. The typeface in the first image is slab serif and in caps lock that creates a very strong & bold impression which is similar to the second image due to the word YOU, been more personal to the viewer of an alpha male as its asking you to join the WW1.

The purpose of both images are both strong on patriotism and the first image is American and shows its pride through primary use of colour, blue, red & white which has been taken from the American flag, also the use of stars on the carpet. The second image is British and shows it patriotism through the English Rose pattern on the curtains & the young boy playing with the army figures and guards with red coats on. Although they both have contrasting meanings due to the Uncle Sam's image been an advertisement for a range of cookers and the Lumley poster is trying to guilt trip into the viewer joining the army.

The target audience for both images is interpreted towards more of a male audience with a middle class background. Due to in image one it shows that Uncle Sam is the alpha male with the whole composition set to show everyone looking at him, and the range of ovens that Uncle Sam sells will only be in the price range of a middle class family. Also in image two the composition is impacted towards a male viewer due to the man looking at the audience and the quote at the bottom of the layout to guilt tripping the audience to join the army in which only men can join in past times. Moreover, the use of the fordleigh pattern on the chair shows royalty, which connotes wealth and is implying that life after the war is going to be affluent.

The historical contexts for each image are relevant and related to the period of time they was created, as they was not designed at the same period of time. As in image one it shows the use of slavery through the use of the black child taking things out of the oven therefore connoting slavery and also the face of the world being the land of Africa, so therefore shows there was still inequality within America. Image two was created in 1915, which they used the term ‘Great War’ although WW1 didn’t end till 1918 therefore was a prediction and giving a false impression to the men that was thinking of joining the army.