OUGD401 - Study Task 2 - Image Analysis

As a secondary task in our Context of Practice seminar we had to compare two images on the following:

• The choice and organisation of font and style of illustration
• The purpose and meaning of the image
• The target/potential audience of the image
• Th social and historical contexts relevant to the production of the image

Image 1

An advertisement for an Uncle Sam's oven (1876)

Image 2

Poster by Savile Lumley (1915)

Both of these images have patriotic connotations and convey a message about either America or Great Britain. Each image is propaganda with very different views. The Uncle Sam’s oven advertisement conveys the celebration and pride of America’s independence in both subtle and domineering ways. The use of the bold colours from the American flag,  the emblem of the USA sat on Uncle Sam’s shoulder (bald eagle) and the clock marking a century since the American’s gained their independence. In contrast, the British propaganda poster uses more subtle techniques to convey a message. With the use of the symbol on the chair which is a representation of royalty, this connotes that the audience of the poster would be upper class though, arguably the poster could be aimed at the middle class as they were the main participators in the World War. Similar statements could be said about the Uncle Sam oven advert as the target audience would seem to be middle class who aspire to have the life illustrated, though the audience could be upper class people who maybe already own an Uncle Sam’s oven.

In the first image there are several representations of racism with the use of a small black slave in the bottom corner, at the time when this poster was produced slavery was still acceptable in society. A further representation of racism would be the globe sat at the table opposite Uncle Sam. The face of the globe covers Africa, this is very inappropriate as the slaves in America will have been African.

The second image uses manipulation to convey a message. It primarily plays on manhood and the expectance of a man defending his home and country. The type and language in this advert is very personal with the emphasis on ‘you’ the advert suggests that if a man is not protecting his family he has failed. With the use of the personal type it displaces the sentiment onto the person reading or looking at the advert rather than the man represented. Similarly the Uncle Sam’s advert represents the man as the main breadwinner who is in charge of the household by having him central in the image and offering ‘the world’ food. 

The second image portrays the arrogance of the British as the it was produced before the war ended and they are suggesting that they had won. In contrast, the Uncle Sam’s oven advert is an example of trying to sell a product by attaching it to something which makes the target audience proud (Independence day) it also is trying to sell the American Dream, something which the middle classes greatly aspired to achieve. 

The use of children and the guilty look on their fathers face makes the image all the more powerful as children aspire to be like their parents and provide for their families. The look on their fathers face suggests that he did not have any input into the war and his children would be disappointed in him. The use of this technique would make the audience feel like it was their duty to join the army.

Both of these images achieve their primary purpose whilst promoting their country and beliefs.