500 word comparrison: The Uncle Sam Range Vs The Poster

Comparing and contrasting design of ‘The Uncle Sam Range’ (1876) by Schumacher & Ettlinger, New York and ‘Poster’ Savile Lumley (1915). Both pieces of design where created in completely different timepieces and for different purposes.

The Uncle Sam Design is an advert made at the time of America’s 100 year of being founded. It is basically an advert celebrating how great America is and how stupid every other country is. The Poster was made in the middle of WW1, getting people to join up for the war. But both posters are made to persuade the audience to change their life for the better in some way.

The fonts in both designs are placed at the bottom of the page, as they are both secondary to the imagery. ‘The Uncle Sam Range’ is the predominant part of writing and is in upper case to stand out, the font used would have been used on posters and is now deemed as a direct link to American history. ‘Daddy, what did YOU do in the Great War?’ is written in a font that is child friendly, italic and stylised, written as though spoken from the father’s children.

Both Designs rely on their image to convey their message. The first thing you notice about ‘The Uncle Sam Range’ is the bold, garish use of America patriotism, the American flag is used everywhere along with the colours red, blue and white, American Eagle. Uncle Sam being the main focus of attention set to sell ‘the Range’ cooker. Uncle Sam is a fictional character from American and known globally as the face of America.  The imagery is the world at dinner with Uncle Sam and his children Dixie, West (sat together) and New England (this shows divide). The world is holding a scroll of its menu’s from other countries showing racist, stereotypical remarks towards other countries, insulting them in order to make America Superior. The key piece of information comes from the clock showing the years ‘1876-1776’ celebrating 100 years of America.  However, the imagery used in ‘The Poster’ is a drawing of the future. Using a completely different style of drawing and a simple scene is being set of a well off family, showing a father directly looking at you, surrounded by his children. In a subtle way he is regretting not joining the army and is sending the message to men now to join the war and be a hero. This imagery tests men’s egos. Making them want to make their future children proud. The image also glorifies war, as this man has a family and is wealthy calling the war great makes the audience feel obliged to be apart of something that will be remembered in history. Suggesting that even if you didn’t join the war it will be a win and everyone will be rich.

The target audience of both posters are completely different. The Uncle Sam poster is aimed at the aspirational middle class men. All of the imagery shows a high-class lifestyle, but as it uses such slander and stupid methods of advertising, an educated person would not believe or buy into the fact that if they bought The Range their life would be of this class and the American Dream would be theirs.  Where as ‘The Poster’ is aimed at middle/ upper class to persuade them to join the war, as the poor would have been better off in the war with a salary and food, whereas the middle class had a comfy cushy lifestyle and didn’t need to go to war. Both audiences want money and the idea that their life will be better is they buy the Range, or join the War.