OUGD401- Savile Lumley advertisement and Shumacher & Eutlinger advertisent comparison

Savile Lumley (1915)

Schumacher & Eutlinger (1876)

The propaganda poster designed by Saville Lumley in 1915 was aimed predominantly at young men. World War One was being fought at the time and the poster is attempting to persuade them to join the army. England being at war was obviously having an effect on the economy and on the general population. The poster shows a time in the future after the war, it depicts a man sat with his children. The text reads  Daddy, what did YOU do during the Great War?' It is promising men a future that looks idyllic, which is very likely they may not have if they go to war. This future must look incredibly appealing comparend to the way they were living during war time Britain. 

From the image it looks as if the text at the bottom of the poster are the words of the young girl. It is trying to guilt trip men into enlisting, making them think about what they will have to tell their children about their life during the war. If they have not fought they would look like cowards. 

Although the image is advertising something directly related to the welfare of the country it has only attempted to employ National pride in small subtle ways whereas the 'Uncle Sam Range' advertisements from America are the opposite of subtle. The imagery used is obviously trying to appeal to the American public's national pride. The 'Uncle Sam Range' advertisements were designed by Shumacher & Eutlinger in 1876. Appealing to people's patriotism was a fairly obvious way to catch peoples attention at the time as the American Civil War had ended just 3 years before. This was a time of great national pride, not only because of the recent victory in a long fought war but because of the very recent rise in industrial growth. 1876 was the year considered the beginning of the rise of industrial America. It was the year America first emerged as an industrial giant, jobs were created and affluent middle-class was produced. All of these people prospered from these changes and received a better quality of life.

The style of Illustration in both of the advertisements is very similar but the actual content and also the typefaces used are quite different. The Savile Lumley poster uses fairly normal, neutral colours whereas the Uncle Sam Range advertisements use bright patriotic colours. The propaganda poster uses a script typeface and fairly small type. It is much more reserved than the typeface used in the Uncle Sam Range advertisements. The type in this image looks very American. Again referring back to the patriotic intent to the piece. It is a large element of the piece taking up the lower third of the image. It is bold and the U and the S in the words 'Uncle Sam' are set in a larger type than the rest of the letters, once again this also shows patriotic pride with the initials U.S being highlighted. 

We can see some patriotic imagery in the Savile Lumley poster. Red roses, a symbol of England can be seen on the curtains and the young boy in the image is playing with Beef Eater toys, also an Iconic british symbol. As I have stated previously, the references towards patriotism are much more subtle than the ones we see in the Uncle Sam Range advert. I believe this shows a difference in the mentalities of the British people during world war one and the Americans in the years following the civil war. The British people are much more reserved and modest than the Americans. 

The Uncle Sam Range advertisements include imagery that backs up this statement. It shows a black slave serving them which at the time was accepted, but was blatantly immoral and cruel. This being shown on the advertisements shows that this aspect of their society is something they are proud about, despite the cruel nature of it. Also visible in the image is what looks like a menu listing countries and listing the food America can provide for them. I believe the image shows America inviting the world to their table. Not only is this condescending and shows how dominant the Americans believe themselves to be to the rest of the world, but it also shows signs of racism. The foods they list under countries names are incredibly stereotypical. For example, underneath Ireland various types of potatoes are listed and nothing else and underneath China there is strange things such as rats and birds nests. 

I believe that these posters show very interesting differences in the mentality of the general public during the times they were both released. However there are also some apparent similarities.