Analysis of two Advertisements.
'Daddy what did YOU do in the Great War?'
Poster by Savile Lumley (1915)
The Uncle Sam Range (1876)
Advertising Image by Schumacher & Ettlinger, New York.
Through out this essay I will visually and contextually analyze said advertisements above creating both critique and comparisons in relation to 4 factors. The aspects I will use to base my analogies on as set out by my tutor (Richard Miles) are; the choice and organisation of font and style of illustration, the purpose and meaning of the image, the target/ potential audience of the image and the social and historical contexts relevant to the production of the image.
Due to the time in which both pieces have produced they deliver an essence of the personal due to the medium of hand drawn illustration and painting. Uncle Sam's range speaks through the employment of a western font with visual connotations of woodblock print. The use of this font exerts an impression of prosperity and victory as Western America were dipicted as a thriving nation that went into the barbarian land, here finding their own wealth. Both aimed at the middle class, Uncle sam being a patriotic middle class symbol, Daddy, what did YOU do in the Great war? uses a typeface that flourishes upon this, creating sophisticated ease through script and Italics.
The existence of Affluence is further played upon in the use of image. Unlike many contemporary advertisements 'Uncle Sam's range' pitches a lifestyle, one of grandeur more than the tangible product itself, this being the range. This concept is emphasised through the integration of a black slave like figure, of which would have only been affordable by the wealthy. The advertisement also speaks volumes of the American dream and patriarchy, willing the customer that if they purchase the range, this is the life that they will receive. The overuse of American symbolism, implications of the american flag, the eagle, and the illustrative indication of 100 years of Americas independence promotes a celebration, that America has gotten this far in a century, thus professing superiority to other countries in which America jests about their apparent lack of progress. not only are the other countries degraded (Ireland is listed with the food resource potatoes, followed by a list of how they can be cooked) but It is accessible to all that America are specifically aiming to their fellow natives.
Image two's opulence and patriarchy is particularly explicit also through the use of print and textile, the pattern seen on the curtains and chair are typically British, the father figure wears a suit and sits comfortably in his lavish armchair. This piece in particular designed by Sam Lumley is produced in a perspective where it is perceived to be after the war has finished, therefore acting as a precursor. Image 2 avails a feeling of guilt in order to persuade through use of both image and text. 'Daddy what did YOU do in the great war?' the little girl asks as she sits on her fathers knee. Here we are already made aware that although the piece has been produced in (1915) 3 years before the war has finished, the war has already been won due to the addition of the adjective 'Great'. This simple question urges those middle class men, to really consider going into war, not only due to the question but via the expression in the fathers eyes as he stares coldly at his fellow men, reminiscing the fact that he in fact has nothing to say. And it does this before It is too late. As with 'Uncle Sam's range' both pieces present a more aspirational lifestyle, to persevere to achieve something better in life. The demographic audience is further pushed to choose to fight in war due to the illustration of his daughter pointing in a book ( accentuating that this will be an event that will go down in British history) and presumably his son playing with toy soldiers indicating that England reign victorious, in a moment that will forever be remembered.
The existence of Affluence is further played upon in the use of image. Unlike many contemporary advertisements 'Uncle Sam's range' pitches a lifestyle, one of grandeur more than the tangible product itself, this being the range. This concept is emphasised through the integration of a black slave like figure, of which would have only been affordable by the wealthy. The advertisement also speaks volumes of the American dream and patriarchy, willing the customer that if they purchase the range, this is the life that they will receive. The overuse of American symbolism, implications of the american flag, the eagle, and the illustrative indication of 100 years of Americas independence promotes a celebration, that America has gotten this far in a century, thus professing superiority to other countries in which America jests about their apparent lack of progress. not only are the other countries degraded (Ireland is listed with the food resource potatoes, followed by a list of how they can be cooked) but It is accessible to all that America are specifically aiming to their fellow natives.
Image two's opulence and patriarchy is particularly explicit also through the use of print and textile, the pattern seen on the curtains and chair are typically British, the father figure wears a suit and sits comfortably in his lavish armchair. This piece in particular designed by Sam Lumley is produced in a perspective where it is perceived to be after the war has finished, therefore acting as a precursor. Image 2 avails a feeling of guilt in order to persuade through use of both image and text. 'Daddy what did YOU do in the great war?' the little girl asks as she sits on her fathers knee. Here we are already made aware that although the piece has been produced in (1915) 3 years before the war has finished, the war has already been won due to the addition of the adjective 'Great'. This simple question urges those middle class men, to really consider going into war, not only due to the question but via the expression in the fathers eyes as he stares coldly at his fellow men, reminiscing the fact that he in fact has nothing to say. And it does this before It is too late. As with 'Uncle Sam's range' both pieces present a more aspirational lifestyle, to persevere to achieve something better in life. The demographic audience is further pushed to choose to fight in war due to the illustration of his daughter pointing in a book ( accentuating that this will be an event that will go down in British history) and presumably his son playing with toy soldiers indicating that England reign victorious, in a moment that will forever be remembered.
No comments:
Post a Comment