The Uncle Sam Range (1876) & A Pre WW1 Poster 'Daddy, what did you do in the Great War?':
Evaluating both images gave me a much detailed insight into what these posters/pieces of advertising were trying to represent. The Uncle Sam's Range poster isn't as clean cut as it first appears after a closer inspection, I delved into the detail of the piece and certain surprises leapt out to me such as how the advertisement goes into great lengths to show that America is a very open and equal country, as they try to stress equality, freedom and also charity, yet are in 'possession' of an African slave. This aspect seems very contradictory in my eyes, but generally in America during this time of Black oppression, it was perceived as the norm.
The pre-WW1 poster, which I feel targets a male audience, have a very clean cut, moral message, but is cleverly manipulated to make the audience [of 1917] feel guilty, if they were of age to join the army and hadn't. Rather cleverly, the poster uses a future tense image to represent modern tense, I feel that it shows an aged war veteran whom is being questioned by his offspring about his days in the war, where as if you flip the image on it's head, the alternative could be showing a coward who hadn't served his time for his country.
Both pieces of Art hold a large, emotive message but in very different aspects, I feel that the Uncle Sam's Range poster in subliminally representing all of America a the patriotic sense, and consciously 'tugging' on America's patriotic side in an attempt to sell a mere oven. I get this impression primarily due to the figure of Uncle Sam, whom back then, was a figurehead for the whole of America. Whereas the feel that the WW1 poster gives is one of "What if?" and questioning your own self and morals in a duty bound way, of which men felt bound to during the two Great wars.
In contrast, I feel the American poster holds plenty of detail including hidden messages in the art work, but not necessarily in the use of type or font, where as in an alternative view, the British poster doesn't hold masses of the message in the art, but the type does the speaking and mainly the use of "YOU" to connect to the audience and conjure up emotions.
I feel in a sense of impact or reception, that the poster by Savile Lumley will have had a greater impact (in addition to the rest of the propaganda surrounding WW1) due to the emotive language used, and the fact that this poster makes the audience feel obliged to serve their country, in comparison to purchasing a fictionally endorsed Range.
Saying that, I prefer the medias used in Schumacher & Ettlinger's work due to the depth of detail, and use of tone and colour, and I find Savile Lumley's piece rather mundane, dull and lifeless.
