OUGD 401 - Study Task 3

 

'The Uncle Sam Range' (1876) Advertising Image by Schumacher & Ettlinger, New York

 

 Poster by Savile Lumley (1915)

Despite being created almost 40 years apart, these two images share many similarities; both being designs aimed at men that depict the aspirational lifestyle which ultimately forces a sense of patriotism upon the audience.

The first image is an advertising image for ‘The Uncle Sam Range’ designed in 1876 by Schumacher & Ettlinger. To me this is a very nationalistic image that utilises pride in order to persuade people to buy their product. Not so subtle imagery such as the overwhelming American colour scheme in conjunction with a bombarding use of stars and stripes is a clear indication that this poster is designed for America to boast to the rest of the world. However, there are also many more subtle visual links to America throughout the image such as the eagle sitting on Uncle Sam’s shoulder and the clock that is referencing the Declaration of Independence and 100 years of freedom. There is also a list that makes note and undermines various different cultures foods, which would be seen as being slightly racist and people would be much more offended in the modern society. It is a design aimed to be sold to the middle class man that wants to have the aspirational lifestyle depicted within the image, with the woman serving food whilst the slave cooks it.

The image I shall be comparing with is a typical propaganda poster that was designed by Saville Lumley in 1915 during the earlier stages of World War 1 when the outcome was still unknown, an idea that has heavily influenced the design. At this point, joining the army was voluntary so this poster was designed in order to persuade people to join by using numerous techniques and signifiers to portray pride and patriotism, some more subtly than others. It depicts a man and his two children, the boy playing with toy soldiers whilst the girl is looking at her father, reading a book and presumably asking him about ‘The Great War’. The toy soldiers, who are Royal Guards that subtly imply that sense of patriotism, help to detract from the horrors of war by transforming them into heroes and role models. This is echoed by the upper class appearance of the family; the red rose imagery on the curtains and the emblem of royalty on the seat only further emphasising this false sense of security for the time after the war. The use of the children in this design, in conjunction with the word ‘Daddy’, is to add to the sense of guilt through emotional manipulation; it is almost questioning what you would tell your children if you weren’t a part of ‘The Great War’.

In conclusion, both images are prime examples of how countries have used patriotism in order to persuade, in these cases both aimed at the man who desires that aspirational lifestyle.