critical studies image analysis exercise

The uncle Sam Range (1876) Advertising image by Schumacher & Ettlinger, New York


















Poster by Savile Lumley (1915)

The target audience of the advertisement for the Uncle Sam Range was probably middle class American homeowners. It is shown as a wholesome American product, and the image is full of references to American ideals. The characters are labeled as being from different areas, “west” and “England”. The image literally shows the world sitting down to dinner, a message reinforced by the slogan “Feeding the world by the aid of the uncle sam range”. The world is holding what appears to be a shopping list for the world, illustrating all the different foods which can be cooked in the range, and appealing to the cultural diversity of the American culture. Text is used throughout the image to aid description, and help portray the message in the image. The main text is placed at the bottom of the image, inline with the perspective of the floor, causing it to become part of the image. My only reference is a black and white image, so it is possible that the text is more visible in the original colour version.
The second image by Savile Lumley is targeted at prospective army volunteers, designed to play on the insecurities of men with families reluctant to go to war. The image is intended to persuade the men to volunteer, as army recruits were no longer drafted during the time of the first world war. The image portrays a possible future event, which could also be directed at men who currently do not have families. It seems that the man had not participated in the war, and is asked by his children what he did to help the country. The image shows two children, the daughter sitting on her fathers lap pointing at what could possibly be a history book, detailing the war. The son is playing on the floor at his fathers feet with toy soldiers, showing possible admiration of soldiers. The image creates fear in the father or possible future father of losing the respect of his children as he had not participated in the war. Text is again placed at the bottom of the image, letting the image be the focal point of the poster and allowing it to clearly convey it’s message. The word “YOU” is underlined and in print to make it stand out from the rest of the text, and placing the viewer inside the situation depicted.
The two images use similar styles of illustration, and both depict the family in their homes, but convey very different messages. The advert for the Uncle Sam Range is attempting to create a warm atmosphere and a world where the American ideals of diversity and equality are maintained by the product. The Savile Lumley poster on the other hand is attempting to appeal to the insecurities of men who were not ‘fighting for their country’.