OUGD401 Context of practice- task 3- 500 word comparative analysis

Compare and contrast the two images in relation to the following-

a) The choice and organisation of font and style of illustration

b) The purpose and meaning of the image

c) The target / potential audience of the two images

d) The social and historical contexts relevant to the images production.

Image 1

Image 2

The context of these pieces is important to establish the similarities and differences between the two illustrations. Image one by Schumacher and Ettinger advertises the ’Uncle Sam Range’, which is an American company in New York, 1876. The product is an oven range that symbolizes the cultural sophistication of America in the eighteen hundreds. The clock in the background suggests this by showing the dates that America gained independence form Britain, 1776, 1876. The bill of fair features in the image and mocks other countries by listing lesser foods stereotypically associated. Finally, wealth is portrayed through the use of slaves serving the upper class. Image two is by Savile Lumey and was made in England in the middle of word war one, 1915. It is a poster designed to recruit men to fight in the war.

  There is a women serving food which suggests that the potential audience could be one that targets men. Not just men but wealthy men who would be able to afford the ‘Uncle Sam range’. However it could also be directed towards the middle classes who aspire to a better lifestyle. The poster by Lumley is also targeted towards middleclass men, as it was not compulsory to for them to go to war at the time. Both images play on the aspirations and emotions of the viewer to persuade.

  The organization and style of the first illustration is grand and over the top heavily featuring archetypal American symbolism such as the golden eagle, red, white stripes and stars. The choice of text represents the American dream. The gold colouring shows wealth combined with the Wild West style font. Image two is more subtle and traditional set in a family home. The text immediately calls attention by engaging the viewer with a question. This is reinforced with the italic dressing and underlined ‘YOU’. The differences in the images are apparent which I think reflects the cultural characteristics. America being bold and brash and England, cynical and reserved

  Looking at the discussed issues above it would be fair to say that the purpose of the first image ‘The Uncle Sam Range’, is to illustrate the cultural sophistication of America. It does this through patriotic propaganda, depicting typical American symbolisms such as the golden eagle and the stripes and stars of the American flag, whilst at the same time mocking the rest of the worlds lesser cultural statuses from America’s point of view. This could mean that America believes that it is far superior to its opposition. The same could be said for the second image because it projects a positive outcome of the war for England, which again suggests a similar sense of arrogance of the American attitude.

  The poster by Savile Lumley however uses a brand of emotional propaganda, using children as a mechanism to give men a higher purpose within the family environment. Whereas the first image uses high value consumer goods, i.e. the ‘Uncle Sam’ oven, as well as people congregating to illustrate a mans glorified social status, power and wealth.