The Uncle Sam Range (1876) Advertising image by Schumacher & Ettlinger, New York.
Poster by Savile Lumley (1915)
The 'YOU' jumps out straight away in the text because its a different font and all in capitols, although it is a question to the character in the image it is directed to the reader. The main font looks childlike and curly giving the impression that a child is asking the question. The question its self begins of quite personal, in a way a child would call the parent, 'Daddy' but then goes forceful with the underlined YOU. This underlined 'YOU' is even more apparent with the man looking straight at you, the daughter is asking him and he is looking at you, asking you the same question.
The font in the Uncle Sam Range advert is very American looking, which ties in well with the theme of the advert. It looks Bold, Strong and grounded just like the range they are trying to sell.
This is a propaganda poster to recruit new soldiers for the first world war. It is playing with the idea of emotional manipulation. Its trying to make the reader feel guilty. It is saying that your children, or your future children will look up to you if you go to the war, being in the 'Great' war will make you brave and patriotic.
The purpose of the image is to advertise the range, but it is also selling the american dream which is attached to the product. They have used Uncle Sam, who is the personification of all things american as the main focus of the image rather than the range its self to show that they are selling a life style. The image is saying that America is the most powerful country so it can feed the rest of the world who is depicted as a bafoonish looking globe.
Both images are giving across the message that your life will be better if you go to war/buy the range.
The target audience for the propaganda poster is directed at middle class men, because the working class would have gone to war already. Therefor they have directed it to the middle class who would be less inclined to sign up to go to war hence the emotional persuasion.
The audience for the advertisement would be lower middle class who want to buy into a higher class life style. These images are very similar in the aspect of they are both aimed at the middle classes of society.
This propaganda poster was designed in 1915 which was the second year of the first world war, it was also before conscription was put in place so this poster is trying to recruit new soldiers to fight the war. It is full of patriotic imagery too, there are red roses on the curtains and the fleur de lise on the chair which is a royal symbol, it is saying that you should fight for king and country and be proud.
There is a clock in the background with 1876 and 1776 signifying the independence of America for 100 years, during this time everyone would be very patriotic, wearing and decorating things red white and blue. So the idea of using Uncle Sam to sell the product is a clever one because if they bought the product they would be more american.
