Portfolio Task 1 - Image Analyse Exercise

The Uncle Sam Range' (1876) advertising image by Shumacher &Ettlinger, New york

Poster by Saville Lumley (1915)

Looking at both images there is definitely a sense of patriotic and nationalistic symbolism. This is evident strongly in the first image with the use of the American flag consistently and the golden eagle in the background. Every aspect of the image connotes the idea of Americas superiority to the rest of the world for example the menu that the globe is reading has dishes from other longer established cultures such as Italy, France and China, the symbolic meaning for this is to undermine there culture by example of how much better American cuisine is apposed to theirs.

Primarily this image is trying to sell the idea of the perfect or ideal family lifestyle of prosperity and wealth that America was working towards at the time, with the doting wife on her feet at the table, the smartly dressed happy children and the African servant working at the stove. The significance of the children and the words 'Dixie West' and ' New England' written on their clothes is that these provinces may be young but they have so far to go, they are youthful and growing and will become stronger even though the land is already rich and bountiful.

At the time of the second image Britain was in the middle of what was to become World War 1, however the image depicts, similarly to the first image, a cosy family scene post war. The idea of this advertisement is to pose a question as to whether this situation will occur in the future because of the uncertainty around the outcome of the war. Equally there is a slight reassurance in the positivity of the concept that life will go on after the war and that the war itself will in fact end.

The choice of the scripted italic font pushes the element of elegance and beauty about the scene and furthermore it enhances the impact on the word 'YOU' written in bold to really engage the audience as though its speaking to them. Ultimately the purpose of the image was to encourage young men to help with the war effort through this almost emotional manipulation of the question thats being posed which, therein makes the viewer question themselves and their future.

The font used in the first image however doesn't serve as an end-line or slogan, instead it bluntly presents the brand name which people would recognise clearly at the time. There are subtleties in the way that the worlds incline towards the centre drawing the eye to Uncle Sam and whats happening around the table. The font itself was, even at the time, considered old fashion and is glorified by the richness and prosperity happening in the picture which forwards the idea of cultural development over the past 100 years.

Ultimately both images are selling the idea that if they buy a certain product or do a certain thing they will be enhancing and protecting their future, this concept is evident even today in product advertisement and campaigns.