Comparing early advertisements

This passage will compare 2 images from the late 17th to early 18^th century period. The first, an advertisement titled ‘The Uncle Sam Range’ (1876) by Schumacher & Ettlinger and secondly an early World War 1 poster by Savile Lumly. Opposed to contemporary graphic design and advertising, ‘The Uncle Sam Range’ ad and WW1 poster alike, are packed full of interpretable meanings and detailed imagery. These images deliver much deeper concepts than they initially suggest, i.e. ‘selling a cooker’.

In true American style, the Schumacher & Ettlinger image prolifically uses patriotic symbolism; the walls, curtains, floor and even the subject’s trousers are red white and blue. Combined with a wealthy looking family in a very respectable home, it starts to become evident that there is an image being sold here, a way of life for people to aspire to, for people to be able to achieve with ‘The Uncle Sam Range’ in their lives. Perfect timing as 1876 was the century celebration for the foundation of the United States, patriotism was thriving.

In a similar vain, the WWW1 poster uses patriotism, yet in a much more subtle manor. Opposed to selling, this poster was designed for propaganda purposes with the intention to persuade the young men of Britain to sign up and fight for their country. ‘Daddy, what did YOU do in the great war?’ runs across the bottom of the image, leading us to assume it is set some time after, with children intrigued in the life of their father and the ‘Great War’ that is to be. This text is italicised giving it a voice, with ‘YOU’ capitalised to connect with the target audience. Again, here we can see a deeper image being portrayed, a post-war image of peace suggesting the young men will make it through the war and go on to have children. This picturesque family concept was almost a guilt trip, putting the viewer in this situation, what man wouldn’t want to have a courageous story to tell their children in future years to come?

Reading into and exploiting this concept of patriotism, used heavily throughout the ‘Uncle Sam Range’ advertisement, there are definitely implications of racism and nationalism occurring. The globe (with what can be interpreted as a racially offensive caricatured face) sits at the table, bearing a list of other countries, and the food typically associated with these areas at the time. Opposed to a message of unity and integration with the world through cuisines and cooking, it advocates a more negative perspective towards life outside of the United States. This newly established country was so wrapped up in itself at the time; it was a statement of power, a statement to suggest its superiority over the world (doesn’t sound to distant from the America we all know and love today).

In comparison, these two images come from not too distant backgrounds and time periods, evident through the use of techniques and symbolism. The primary signs of this connection lie with dominant male figure as the subject of each image, as was applicable at the time. Further inspection reveals they both bare very persuasive elements, through romanticising nationalistic symbolism, red white and blue plastered over the American image, while the royal fleur-de-lis is strong throughout the WW1 poster. These techniques provoke and persuade people to crave certain lifestyles, one of the fundamental aspects of graphic design as an industry.