Comparison of Saville Lumley and Uncle Sam Range designs

These two images can be compared with the same similarities. Both of these images attempt to work on national pride, and they are both trying to promote a better way of living to the specific target audience. Both of these posters are trying to inform the target audience what their life could be like in the future, not how they are living now.

The first image which shows an advert for a cooker, the ‘Uncle Sam Range’ is a patriotic image. It expresses the Americans thoughts on their own dominance and power. It has been designed to advertise the greatness of the cooker, this reflects well on the Americans as the overall design is portraying the countries superiority over other countries. The poster is stereotypical, as it identifies power through the origins of America.

This similarity is also relevant to the second image, a poster by Saville Lumley. This shows a stereotypical poster of a middle class family during the period of the ‘Great War.’ Both of these images show a sense of pride, as the first one is identifying the Americans boasting about their success, and the greatness they have achieved in comparison to other countries. Whereas the second poster shows a significant sense of pride for their country taking park it the ‘Great War.’ They both promote a better way of living, the cooker advertisement shows what life could be like in the near future, and suggests that the Americans are more advanced than other countries. It could also be metaphorical for the message that if you buy the cooker, you are buying into the greatness of the American nation. The poster about the ‘Great War’ holds a very similar meaning, as it projects to an imagined future after taking part in the war. This poster also has persuasive qualities, as the illustrations and choice of font give the poster a personal feel, as if the children expect their father figures to have taken part in the war. It creates emotional manipulation as it is almost intending for the audience (middle class men) to feel that they must take part in the war, to not only play a role and fight for their country, but also suggest that a greater sense of achievement will be present if they do so.

The chosen styles of typeface differ slightly, as the first poster advertising the cooker portrays power. This is a bold font, implying authority of the Americans. The aim is to inform the audience, but also give them an insight as to what this power, wealth and dominance could be like. However, the typeface shown on Saville Lumley’s design contrasts to the chosen type on the Uncle Sam Range’s design. The tone of this poster has a gentler approach to the target audience. The typeface used has a soft and vulnerable approach, yet the significance of power remains. I feel that the choice of text is eligible to wield the target audience as these middle class men can relate this situation to their own children. Which effectively creates this emotional manipulation.