The Uncle Sam Range (1876) - Schumacher & Ettlinger, New York
Daddy, what did YOU do in the Great War? Poster by Savile Lumley (1915)
These two images, although very different at first glance, have similar underlying themes which were evident during their time. The first advertisement for the Uncle Sam's Range of cookers focuses more on American superiority and lifestyle over the product itself. American nationalism and patriotism is strewn across the piece, from the carpet, wallpaper and curtains which exhibit the American flag to the eagle, a symbol of America and part of the Great Seal of the United States. The clock face is a subtle indication to the American independence. It marks the 100th anniversary of this date (1776 - 1876) and is also referenced outside of the window - the Cenetennial International Exhibition in Philadelphia.
The other image, however, a recruitment poster by Savile Lumley which was used during the first world war, has subtle references to British patriotism. It is centred around national duty and features understated examples of royal symbolism - from the rose of England on the curtains, to the fleur de lis pattern on the armchair in which the man is sitting on. This advertisement uses persuasion through emotional blackmail and guilt in order to entice potential soldiers to sign up for the 'Great war'. As men had to willingly volunteer and were not forced to join the war, many opposed to the idea which is why posters campaigning for recruits were rife during this time. The italicised text, 'Daddy, what did YOU do in the Great War?' is a question the mans daughter proposes to her father. The word 'YOU' is capitalised and underlined to create emphasism whereas the other words are soft and elegant. His confused and contemplative expression defines emotional guilt as he has 'nothing' to live up to - according to this recruitment poster - and is therefore unable to answer his daughters question.
In the Uncle Sam Range poster, social context is paramount. Racial segregation was prevalent during the time (1876) and the black slave towards the left hand side, is using the cooker to prepare food for the 'family' who are dressed in wealthy (and patriotic) attire. The man in the forefront acts as the main focal point due to his powerful stance and his doting wife who is serving the food exposes the dominance in sex. Sitting at the table are several other 'characters' which all have individual meanings. The two boys, labelled 'Dixie' and 'West' symbolise different parts of America. The term 'Dixie' is usually defined as the 11 Southern States which form the Confederate States of America whereas 'West' is in reference to the wild west - a 'land of the free, home of the brave' which gives a sense of freedom and prosperity. 'New England' however, portrayed by the girl to the right of the two boys, is a place of settlers and immigrants; the fact that she is female is no coincidence. Aforementioned, females were the less dominant sex and were defined as 'weaker' or less able than men.
The globe holding a list of countries and foods is key to this piece. His charicature style expression is used to mock and humiliate. The list features countries and the foods in which they supposedly eat. It includes China, who according to this poster, eat birds nests and rats, the Irish, who eat potatoes and just potatoes and the Italians, who simply eat Macaroni and Sardines. This suggests that these countries are not as culturally sophisticated as the USA and adds to the supposed superiority of the American lifestyle.
In the World War recruitment poster, the mans son is playing with war orientated toys and this acts as an unintentional challenge from son to father. He aspires to follow his footsteps but the man has done nothing which his son can strive to become. The daughter is reading and pointing to a page in a book. This suggests that the Great war has been documented and thus referenced and remembered forever. It gives the impression that soldiers will be labelled as heroes as they have a sense of national duty to Queen and country and not just for their family.
Aforementioned, they both connote national identity and patriotism yet the latter image is less 'aggressive' than the first. The symbolic nature to the design is underlying and is not as striking and excessively forward as the Uncle Sam Range advertisement. Overall, they are two very opposing designs in a sense of persuasion yet have concealed and underlying similarities.
