OUGD401 Context Of Practice - Studio Brief 1 - Task 3

The top image is titled 'The Uncle Sam Range', an advertisement by Schumacher & Ettlinger from 1876, New York. It is an extremely patriotic advertisement for 'The Uncle Sam Range' cooker with the concept of selling the 'American Dream' and planting it's roots in patriotic history.

The second image is a poster created by Savile Lumley in 1915 as a promotional piece for the American army, the poster could be seen as an advertisement as it is promoting a soldiers expectation of life after the war however it has several aspects which could make an audience feel negative emotion for not signing up.

Both images have a slightly different target audiences, while both images are aimed at men as they are clearly the focus in both images, the Savile Lumley poster is aimed at any class as the advertised respect and pride cannot be bought. Uncle Sam providing food and luxury for not only his family but the world; depicted with a shopping list, is an aspect of the image that adds to this concept of selling the American dream to the class that would be able to afford a range. 

The Savile Lumley poster promises a happy family life full of respect ('great' war) to anyone as the posters depicts the life of a man that didn't sign up after the war has finished. This man seems chilled by receiving the question 'Daddy, what did YOU do in the great war' from the daughter reading presumably a book about the war upon his knee. The son playing with British guard figurines portrays the aspirations of the boy and respect given to the military which in turn explains the body language of the man. Reflection and regret seems to be the expression upon the man when asked the question, this promotes the idea that if you join the war, you will gain respect as well as recognition from your perfectly happy family.

I think the main difference between the ideas both pieces are promoting is that while the advertisement for the range cooker is that you can BUY this American Dream of respect (Uncle Sam centre of image), wealth (feeding the world) and a happy family however to save yourself from the guilt and regret the man in the Lumley poster expresses is to sign up to the army and fight for you country which seems to be expected from you and socially looked down upon if you don't.