The Uncle Sam Range (1876) Advertising image by Schumacher & Ettlinger, New York
This is an advertising campaign for Uncle Sams cookers the
colour scheme suggests patriotism for America, from looking
closely at the clock on the mantle piece it suggests it is in favour
of the 100 year anniversary of American independence, The image
trys to sell the cooker with political encouragement by saying if
your an American you deserve this cooker, you NEED this cooker.
From looking at the luxuries (males attire, large multi cooker.. etc)
in the image I would say this advert is aimed at middle and upper
class the reason for this is the desire to strive further have more,
own more and overall have the best there is.
Daddy, what did YOU do in the Great war? by Savile Lumley (1915)
This poster is a classic example of propaganda for the world war 1
from the date it was designed (a year into the war) it suggests it is
aimed at upper and middle class men, men that weren't required to
serve - the aim is to replenish the army due to the significant amount
of deaths. This image is intently guilt tripping men to feel ashamed
that they are not doing what they can for their country this is expressed
by the daughters question "Daddy what did you do in the great war?"
suggesting he should of done something for his country and he
hasn't which is shown through his pondering expression. The young
boy is seen playing with a toy army set effectively trying to make the
father feel emasculated (the war is childs play) because he is not a
role model too his son - due to him not participating in the great war.
Comparison
Both the advertisements include persuasive techniques for example
in the 'uncle same range' its uses the american dream and patriotism
of the country to sell the product like today it shows materialism,
whereas in the poster by Savile Lumley it uses persuasive techniques
such as guilt to try make the father go to war not only does it do this
it highlights YOU making it personal to almost anyone reading/viewing
it.
They are also both aimed at men, which is not surprising due to the
time these advertisements were made (men were the bread winners)
they are also aimed at middle and upper class.
In conclusion both the images are equally different in there own right
but have slight similarities between techniques and persuasion.
