Both images presented portray variations of messages, typography and context. After further exploration it is apparent that both images convey many similarities and some contrasting differences.
The Uncle Sam Range (1876) advertising image by Schumacher and Ettlinger promotes Brand Identity. At first glance the advert is rather ambiguous. However, it soon becomes clear that the image is promoting an oven. In contrast to this, the other image presented is incredibly direct and clear to what it is advertising. A poster by Savile Lumley (1915) is targeting males to encourage them to join the army and go to War. In particularly, it is the typography and slogan that captures the audience in a direct and obvious manner; ‘Daddy, what did YOU do in the Great War?’ The emphasis on the word ‘You’ implies an inclusive rhetorical question, attempting to make the audience feel guilty and unsupportive of their country. Furthermore, the style of typography selected is not shown in an aggressive way but in quite a glorified nature. On the other hand, the typography used in the contrasting advert displays a bold, West-American style, conveying a patriotic theme that is expressed throughout the advertisement.
The symbolism in the oven image is incredibly relevant. The original perception of the advert is that it is very busy. The main focal point is the idea of a dinner party hosted by men and served by a woman. The gender roles immediately support the time and audience that is targeted. Similarly the food is being cooked by a servant, which also suggests that this advert is aimed at the higher class Americans. Similarly, Lumley’s poster also uses aspects of family to encourage its audience. The composition of the figures within the poster portrays a daughter sitting on her fathers lap reading a book on the War and his son playing on the floor with toy soldiers. This is ironic because it even though the poster was made before the War had ended; it is looking at it in from a futuristic perspective therefore implying that the War was going to become an international phenomenon. Interestingly the image is also presented quite an adoring, perfected family way. Therefore, also expressing to the target audience that post-war will be a safe, wealthy and promising place to be for Great Britain.
Both adverts suggest an intense sense of pride of their countries. In particularly, The Uncle Sam Range advert shows a illustrated globe displaying a face. The face is mocking and suggests that America is superior to other countries. Further more, the globe character is holding a list, which contains food from each country that the company think they would make ‘China…Birds nests boiled’ and ‘America…roast beef’. These false views imply that America is trying to encourage their target audience by displaying wealth and progression. Ultimately, the advert is displaying a comfortable lifestyle, which has occurred through the purchase of the company’s oven, therefore implying that everyone in America can also strive for this way of living. Similarly, the poster portrays a sense of how your life will certainly improve if you go to War. Whereas, in actual fact the image is sending a deceiving message.
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