Study Task 3 - 500 Word Comparison

Following on from the LCA Prospectus task during our seminar with Richard we started to look at 2 images, these 2 images were ‘The Uncle Sam Range’ and the second was a poster my Saville Lumley – 1915.

During the session we had discussed about each image and what it was that we interpreted from it and about it. 

Some of the things we picked up on were:

·       Patriotism

·         Aimed at males

·         Aspirational Lifestyles

·         Current trends

·         Family orientated

Critical Analysis

The first image named ‘The Uncle Sam Range’ dated 1876 was done by Schmacher and Ettinger. From simply looking at the image the one theme that you can easily pick up on is that it is somehow related and linked into patriotism as the American flag is practically plastered all over the image and also the main figure ‘Uncle Sam’ is directly linked in with Patriotism and war. Only after having analysing it would you come to know that it is in fact an advert for the oven, this is due to the overall style of the image and how people are used to the item being advertised as the main focal point of the image; Whereas in this image the centre of attention seems to be drawn to the people and the large earth like man. It seems to be the lifestyle or ‘image’ of having one of these ovens that they are trying to sell, as by the look of people in it they seem to fairly well off so it looks to be something that would be aimed at people of the same class. One of the other things that we picked up on was that there was a slave in the image which show when the image was made and what the current time period was.

Looking at the second image the Saville Lumley Poster, once again the theme of patriotism is running though it but from a slightly more subtle tone this time but a relatively similar subject matter. The use of text in this image is more edging towards a more graphic design orientated style rather than fine art. This image has some fairly strong messages. One of the main things that we picked up on as the meaning or message from the image was that it was aimed at Men who had not gone to war and what it would be like after we had one it. As the text emphasises the ‘YOU’ to show this. There are also small details such as the boy on the floor who’s is playing with soldiers and gun  toys.

Looking at them both side by side one of the main themes running through the both of them was the idea of aspirational lifestyles and how they are portrayed. This is due to the fact that in both of them there is something that men would look forward or aim towards doing/possessing. In this case having fought for his country and being able to provide for your family with a brand new oven. Another thing that was pointed out about both the images was the audience they were aimed at as by the looks of the people, how they are dressed and their surroundings would indicate that it was aimed at the middle and upper class especially emphasised by the imclusion of a black slave in the ‘Uncle Sam’ Poster. In conclusion both of these images are aimed at the same audience and have similar messages and themes but have approached it differently.