After initial interpretation, The Uncle Sam Range by Schumacher & Ettlinger (1876) and the propaganda poster by Savile Lumley (1915) appear completely different. It is only after closer analysis that the similarities of the two images begin to take shape.
The Uncle Sam’s Range is an example of late 19th Century advertising. The imagery involved was deemed acceptable in this time period, but sparks some controversy and social issues in the present day.
Firstly, the image itself is extremely patriotic. It uses typical American symbols such as the bald eagle, the Centenary Hall and Uncle Sam to portray the country as a whole. The colour scheme consists of red, white and blue that reflects upon the flag to complete a very characteristic American scene. The children that appear in the background represent the states of the country, which promotes unity and gives the idea that America is one big, rich, happy family.
The typography used corresponds to the old western style; even in 1876 it was regarded as the traditional American font. This enhances the patriotism that the image initially created, and establishes itself as the ‘perfect American product’.
The personified world is holding a long list of food in which the range will cook for it. The list consists of extremely stereotypical and insulting dishes, which represent each of the other nationalities. For example, under Ireland are solely potatoes in different forms; implying this is the people’s dish of choice, the crème-de-la-crème of the nation. It also gives Americans peace of mind, assuring them of their perfect diets that don’t consist of these ‘strange’ foods.
The year 1876 is significant, a hundred years on from the birth of America, the day it gained its own independence. This was a big occasion for the nation, and also showed how far it had come in this short time. The slave located to the left of the image shows the reputation of the family, powerful and commanding. To have that position in the world after a hundred years demonstrates the progress America has made, to outrank even the ancient civilization of China in terms of power, wealth and status.
The army recruitment poster of Britain shares similarities to Uncle Sam image, but it plays on the emotions rather than the bombardment of national treasures.
The image shows a man sat with his children, where his daughter is asking him of his role in the ‘Great War’. The war in question is, of course, the First World War (1914-1918). The emotional response is captured well; the man is looking directly at the viewer with utmost regret in his expression. He knows he didn’t contribute, he didn’t make his family and country proud, which makes for uncomfortable viewing.
Upon seeing this poster, the viewer will want to avoid this awkward situation; he will want to have a heroic and courageous response. The way the word ‘you’ is underlined in upper case also directs the question straight to the viewer, which would trigger action.
The poster also represents the future in a very idealistic way. It is informing the viewer that Britain is going to win, they will all live in nice houses with healthy children, and everything will be fine. So, with this in mind, they may as well contribute. The First World War is also being described as the ‘great war’, which again emphasises the idealistic future that is being shown.
In conclusion, both images look different at first glance, but are very similar when analysed thoroughly. Both posters communicate patriotism in some way, depict an ideal world and promote personal pride. It is how the message is put across, where the two images differ.
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