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.
