Following our critical analysis of the LCA Prospectus, we worked in groups analysing two images, looking at both differences and similarities.
We considered:
- Context of each image - When and where were they produced?
- Use of type - Are they typical of an era / how are they used to anchor or relay the image?
- Imagery - Connotations as well as the obvious denotations.
- Purpose - Why were each of them made?
- Audience - Considering a social demographic.
First Image - "The Uncle Sam Range" - 1876
Summarised Notes:
-USA - Patriotic - As shown by usage of US flag decor.
-Uncle Sam - Seen as a "US mascot'
-Black Servant - pre- slavery abolishment.
-Clock - shows the time as "1776 - 1876" - The poster was produced 100 years since the US claimed independence.
-Type - A "Wild West" style to it.
-The world and his list - Countries around the world have been stereotyped to make the US seem greater, eg next to China is written "birds nests, boiled grasshoppers, rats", and next to Ireland is "potatoes: boiled, stewed, roasted, mashed, raw"
- Advertisement for an oven - the oven is sold on virtues, based on a symbolic value.
Second Image - Poster by Savile Lumley - 1915
-World War 1 Propoganda - "The Great War" - This shows it was produced before WW2, as a second war wasn't predicted.
-Time of production - 1915
- Tudor Rose on the curtains - A heraldic symbol of England - symbolising England.
- Fleur - De - Lis on chairs - The 3 leaves represent: Those who work, those who thought, and those who prayed.
-The message relies on guilt, and is directed at fathers who at the time were the "bread winner"'s of the household.
Similarities
-Both rely on patriotism, and portray the cultures of their countries.
Differences
-The first seems to be much more obviously patriotic, but is a clever use of advertising.
-The second also uses patriotism to it's advantage but promotes joining the army instead of a material product.
500 Word Essay
The first image entitled "The Uncle Sam Range" is a subtle advert for an oven. Despite this, the position of the product is not centred or made obvious. There is no description of the product itself, and not even use of the word "oven". Instead, there is clear usage of American patriotism to sell the product, such as the coloured decor and the presence of Uncle Sam, a known US iconic figure. There is also the presence of the US national bird, the bald eagle, as well as a clock with "1776 - 1876", representing the hundred year anniversary of the independence of the United States of America.
The second image also uses symbolism to its advantage, in order to rely on English patriotism. However, here it is much more subtle. with the usage of the Fleur - De - Lis on the chair, symbolism of "Those who work, those who thought, and those who prayed", according to French historian Georde Duby. This obviously fits well, as the advert is promoting English men to join the army. Another use of patriotic symbolism is the English Rose, imprinted into the curtains.
Interestingly, despite both the images sharing patriotism, they're used in different ways. The first image uses it in a way to promote the oven in a style of advertising that is still used today, where the product is promoted in a way the buyer feels it will gain them status. Essentially, the message communicated is "buy this product and you are a good American".
The second advert relies on guilt, and communicates "if you don't fight in this war, your children will be ashamed of you". This is made clear by the written phrase of rhetoric spoken discourse, supposedly said by the daughter: "Daddy, what did YOU do in the Great War?". The use of the emphasised second person personal pronoun "YOU" directs the question not just to the man pondering his thoughts in the image, but mainly to the chosen audience, the bread winners of the household. This works particularly well in it's context, as traditionally men were meant to be in charge of decisions. To seem weak to your spouse or children is something a man of that time would definitely want to hide or to stop from happening.
The second advert relies on guilt, and communicates "if you don't fight in this war, your children will be ashamed of you". This is made clear by the written phrase of rhetoric spoken discourse, supposedly said by the daughter: "Daddy, what did YOU do in the Great War?". The use of the emphasised second person personal pronoun "YOU" directs the question not just to the man pondering his thoughts in the image, but mainly to the chosen audience, the bread winners of the household. This works particularly well in it's context, as traditionally men were meant to be in charge of decisions. To seem weak to your spouse or children is something a man of that time would definitely want to hide or to stop from happening.
Both pieces share the same audience, that of an alpha male. As previously mentioned, the second image's audience is men who want to do something for their country in the form of fighting. This advert was also produced when it was not made compulsory for men to join the army, so had to direct it's audience well and be persuasive. The audience for it is also made obvious by the man in the advert, as he is supposedly meant to be a stereotypical husband/ father. The first advert's audience is made clear by oppression. A woman is serving food, whilst a black man is taking a chicken out of the oven. Therefore, the audience is, once again, the white male who earns the families' keep.