Portfolio Task One - Image Analysis Exercise

Image Analysis Exercise

500 word critical comparative analysis

Compare and contrast the two images in relation to the following:-

Image 1: “The Uncle Sam Range” (1876) by Schumacher & Ettlinger, New York

Image 2: “Daddy, what did YOU do in the war?” by Savile Lumley (1959)

• The choice and organization of font and style of illustration
• The purpose and meaning of the image
• The target/potential audience of the image
• The social and historical contexts relevant to the production of the image

Contextual Studies Image Analysis

When first looking at the two different images of ‘The Uncle Sam Range’ (1876) by Shumacher and Ettlinger, New York and the ‘Daddy what did YOU do in the Great War?’ poster by Saville Lumley (1915) you realise that they are both using persuasive techniques to make you do something and that they present the idea of you ‘buying’ into your country. The first image implies that if you buy Uncle Sam’s new cooker then you will be buying into the American dream which in turn would boost your social status amongst others. The second image is suggesting that if you signed up to the army and fought in the war then one day you too could look back and have memorable stories of how you helped to win the war which would forefeel you with pride.

Both images use type face to convey their message. The Font used in the Uncle Sam Range is quite authoritive and looks very western which was used to symbolise and highlight all of the things that show America’s presence and power in the world. Lumley’s propaganda poster uses a much softer font to highlight that it’s coming from the innocence of the little girl. The fact that the ‘YOU’ is underlined and in capital letters shows that even though the question is coming from the child being put towards her father, it’s really being aimed at the reader so in essence they put themselves in the father’s shoes. The reader at the time would be getting the feeling that their county really needs them as an indivual and that they can make a difference in the war, the question being asked to them makes them feel guilty if they haven’t signed up to the war.

The imagery set in The Uncle Sam poster uses a large amount of American symbolism and is very patriotic. The clock shows the year of 1776 which was the year when America was born and now just one hundred years on in the image it shows off what they have achieved within these years. The room is filled with all colours and objects that relate to America and their history such as the overwhelming red, white and blue that form from the American flag, the bald eagle that represents America’s freedom and Uncle Sam at the centre of it all. The list that the globe is holding is there to show that the food is so amazing when it’s produced from the oven that it’s good enough to feed the entire world. These items are to represent America’s power and to make onlookers idolise this which will make them want to buy the oven range. Lumley’s image sets more of a peaceful scene by using conservative colours and using patriotic symbols such as the red roses on the curtains, the toy soldiers that the child is playing with and the subtle use of colours in the room. The image is set in the future as if it’s after the war had been won and the father has come back alive and well which would give the viewers more of an incentive to join the army.

It seems that the target audience for both of these images is men. The Uncle Sam image is set out to target middle class families that aspire to have a better life style, so by buying the oven range then the family can be better provided for. Lumley’s image is targeting men to join up to fight the great war, it can be argued that it’s aimed for younger men as the image suggests that the war has finished and been won by which time the man would be older as the image suggests.

In conclusion, both images are meant to urge you to do something whether it’s buying into a household product or to join up to serve your country. Even though the two are raising completely different subjects, they both use similar persuasive techniques to get you to do something.