The Uncle Same Range image was an advertisement created in 1876, created by Schmacher and Ettlinger for an Uncle Sam Cooker, however Saville Lumley's poster was created and printed in 1915 during WW1. Both of the pieces have unique persuasive purposes, and are aimed at specific people, however they both clearly promote two different points.
At first inspection of the Uncle Sam Advert, it looks very much like a painting rather than an advertisement for something, this is because there is so much going on in the advert, However looking at it more closely, 3 things in the advert stand out in particular. The cooker, the man sitting next to the cooker (presumably Uncle Sam) and the big globe sitting at the table. With a further inspection to the advert, I notice a lot more symbolic images that show an American theme running throughout the advert. From the bald eagle sitting on "Uncle Sam's" shoulder, to the american flagged curtains. Everything in the picture is patriotic towards America, however the main icon is situated in the middle of the image. He shares some of the qualities of one of Americas most important and powerful president, Abraham Lincoln. Representing both leadership, authority, and strength. Therefore all viewers of the poster will feel inclined to buy it as they are american and they now feel that "if the cooker is American, I must also have it". In Addition to the patriotic feel through out, the big bold font and capital letters used makes it seem commanding and persuading to make you buy the actual cooker. As the globe is also sat at the table, I personally believe that this is symbolic of America basically mocking the countries, as they do not own a Uncle Sam's cooker, so that therefore suggests that other countries food is not as good. Other simple hits such as the clock in the background being set on the year 1776, which as all Americans would know, is the Independence Date for America.
Whilst the Uncle Same Range plays at the patriotic side of all american viewers, making them need, want and indulge in buying this cooker as it is the most american cooker on the market, and all americans must buy and use this cooker. Using a completely different way of advertisement, the Saville Lumley poster is a used to play on the guilt and manages to manipulate people. Commissioned by The British Parliamentary Recruiting Committee and published in Britain in 1915. It produces guilt that is then used as motivation to join the war. Saville Lumley managed to create on of the most memorable World War posters. Using guilt as emotion makes people so easy to manipulate. There is a little girl in the poster that has turned to her father and asks him, "Daddy, what did YOU do in the Great War." There is no actual reply to this question, however with the clearly obvious look of sorrow and shame, it shows he clearly did nothing for his country in WW1. As the girl is assumed to be researching into a history book about the war, and the boy is clearly playing with toy soldiers. This is clearly showing that the war will be remembered long afterwards, having toys made of the soldiers and books written about them, therefor making men feel persuaded to go fight for there country so they feel remembered, and admired (even wrote and made figures about), If they don't go to war, there family will be ashamed when they realise as books haven't been written about there bravery and toys haven't been made about them, therefore playing on the mens guilt and sorrow levels and making them feel horrible. As the text of the poster is written in a sort of childish font, the viewer tends to read it out in the child's voice, and if the viewer has children as well, they will automatically read it out in there voice. In addition to the father figure actually looking straight at the viewer which would clearly relate to the viewer as there is eye contact being made.
Both pieces make the people look like they are comfortable, well dressed, and quite happy, therefore suggesting that they live a nice lifestyle with not many problems, The adverts will be aimed at the middle class/upper class, as these will have enough money to buy the cooker, in addition, the fact that there was a racist image (a black slave cooking food), shows that there is a wealthy upper class way of living, as they had slaved and had a higher class. With the Saville poster, the middle class would also have the least amount of men going to war. Majority of the people going to war would have been lower/working class. So making the middle class feel guilty would get them involved and make them go to war. Both posters work on the patriotic side of the citizens, however in 2 very different, and very clever ways. I believe they both work for the purpose they are meant to do, it would defiantly get the point across for each of the subjects, and works effectively without causing too much upset.
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