'The Uncle Sam Range' and 'Daddy, what did YOU do in the Great War'

‘The Uncle Sam Range’ and ‘What did YOU do in the War’

The first image is an advertisement for Abendroth Bros ‘Uncle Sam Range of cookers’.  Created in 1876 by Schumacher and Ettinger.  The second is a form of propaganda War poster to try and persuade the men of Britain to sign up.

There are few similarities between the two.  There is a running theme of nationalism within both, which I think gives them a sinister edge.  The first image’s purpose is to advertise a new range of cookers to the consumers of America.  It does this by undermining all other countries other than its own, and creating a general feel of superiority towards the U.S throughout.  They have reached this by using the patriotic colours of their flag in almost everything to do with America- the carpet (which in itself is a statement of wealth); the curtains; the clothing and the wallpaper.  This reinforces the power they are trying to put across because of the strong and bold colours.  It seems to me a form of brainwashing – the viewer subconsciously takes in these colours of the country perhaps without even realising.

Unlike the first image, the second is more based around making the viewer feel guilty than superior.  A much less ‘gaudy’ colour scheme has been used in this image.   I think that is to try and recreate as much of a realistic moment in time as possible.  There are hints of reference to royal symbolism within the curtains and chair.  I think that is to again reinforce its message of guilt- if you won’t sign up for your children sign up for Queen and Country, which, given the context of that time would have probably worked.  This image has a hint of propaganda where a typically ‘perfect’ future has been created in which Britain have won the War.  The fathers child is looking up at him from reading a book in which It was documented, asking him what he did.  He is looking into the viewer as if he has nothing to say which anyone can sympathise with, especially in those times when people had less form of entertainment and there was more of a ‘wholesome family’ view of time at home.  Then the guilt is piled on even further when his own son is playing with soldiers- obviously aspiring to be one himself.  It is a form of attack on a mans masculinity at that time.  The child is more interested in playing with is soldiers, creating the scenario that would have saved this situation a lot of embarrassment.  There is a lot of emotional manipulation within this poster and I think it is successful in making the viewer feel guilty.  They can relate to the capitalised 'YOU' from the previous Lord Kitchener 'Your country needs YOU' poster.  Which in contrast has a general feeling of pride, yet also much like this poster, directs it to the individual outside the poster looking in, engaging them.

In contrast to the second image, the first is more celebratory, showing that that they are a triumphant country through the use of the clock, celebrating their centenary of being their own country.  Rather than making the viewer feel bad, this poster forces the viewer to be proud and superior.  Unlike the second image, the first is putting down everyone within the image expect the American man, so you can tell the target audience for this would be men with wealth.   I think that this poster would have worked to persuade people because it is selling a lifestyle, with a face you can trust- ‘Uncle Sam’.