OUGD401: Compare and Relate ‘The Uncle Sam Range’ and ‘Daddy, what did YOU do in the Great War?’ Propaganda Poster Adverts.

by Roxxie Blackham on Friday, 19 October 2012


OUGD401
Compare and Relate ‘The Uncle Sam Range’ and ‘Daddy, what did YOU do in the Great War?’ Propaganda Poster Adverts.


From first impressions, ­­‘The Uncle Sam Range’ advertisement for a cooker by Schumacher and Ettinger (1876) and ‘Daddy, what did YOU do in the Great War?’ propaganda poster by Saville Lumley show absolutely no similarities and seem to be extremely different, however these two poster designs are, in fact, awfully alike.

‘The Uncle Sam Range’ advertisement is tremendously patriotic in theme. This idea of patriotism can be read through the constant homage of patriotic colours and designs in the clothing, curtains and carpets, as well as the obvious ‘All-American’ typeface strewn across the bottom of the advert. ‘Daddy…’ isn’t as visibly patriotic, however there is still a very distinct British theme apparent in the design. Once studied, you notice the pattern on the curtains representing the Red Rose of England, the floral Fleur-de-Lis pattern of royalty on the armchair and the figurines representing the Queen’s Guards that are being played with by the child on the floor.

Whilst both images display great deals of patriotism, they are also comparable through the idea of being designed around the concepts of two very great scenes in history. ‘The Uncle…’ commemorates the American Declaration of Independence after the Civil War, through the visible dates on the clock and the framed treaty on the wall and celebrates their independence through pride and satisfaction, whilst ‘Daddy…’ celebrates the passing of the first world war, set in the future when the war has finished, and hopes to use the potential feeling of guilt to get men to sign up for the British Army. This is conveyed through the father who didn’t volunteer during the war being questioned by his daughter about how he took part.

The sense of pride and superiority is found in the idea of Uncle Sam sitting at the dinner table next to his cooker inviting the character portraying The World to enjoy food from around the globe for dinner. This gives the viewer faith in the cooker as well as America itself, as it conveys America as the provider of the rest of the world. The automatic feeling of faith aspires the viewer to purchase the cooker. The idea of a provider figure is also presented in ‘Daddy…’ through the desire to be thought of as a hero and the fear of shame and disappointing their family. This will make the viewer consider how they can take part in the war and make their family proud through the use of direct acknowledgement with the viewer, which is shown by the father looking straight at the viewer and the emphasis on the word ‘YOU’.

In conclusion, it can be said that both poster designs celebrate a passing of the war, but through very different sentiments and concepts. They have both been aimed at the upper/middle classes through the affluent clothes and environments and hope to motivate the viewers to take action and either sign up to the army or purchase a cooker through aspiration and desire for greatness.

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