'The Uncle Sam Range' (1876) Advertising Image by Schumacher and Ettlinger, New York
Poster by Savile Lumley (1915)
There are a few similarities within the two images for example they both have a feel of being quite patriotic, quite heavily so with 'The Uncle Sam Range.' It is probably the first thing you notice from this image as the colour scheme is very heavily influenced with red, white and blue, there are also more subtle factors including the countries national bird, the bald eagle and famous landmarks visible through the window. A sign from 'The Great War' poster is the use of the English rose as imagery.
Both images purpose is to persuade. 'The Uncle Sam Range' uses persuasive techniques to persuade to buy an appliance and 'The Great War' to join the army. This piece uses a more subtle approach than the other and uses guilt to play on the audiences mind.
Both pieces were released at very important times in both countries history. 'The Uncle Sam Range' was used during the one hundred year anniversary of American Independence and the advertisers bought into this strongly as talked about with the patriotic feel and also the symbolism of the progress that has been made over that period of time. For example it appears that all the American associated characters in the piece are looking down on the globe, including the eagle, emphasising their opinion of their self importance. The children in the piece are also labeled with up and coming areas in the country which symbolises the future and potential growth to come. In comparison 'The Great War' was released during the First World War, another monumental event. The use of the word 'Great' gives the event a very positive connotation and a good technique in getting men of the time involved in the action as it gives the impression of success and to be remembered as a hero in the future.
They both also have a very similar target audience of aspirational middle class males. This is demonstrated by the simple nature of the humour and approach in 'The Uncle Sam Range.' Some examples of this are the racist notions of putting down other countries in the stereotypical list the globe is holding, the hint at the American Dream with the perfect family of obedient children and doting wife. The man is also the central focal point in the composition. Similarly in 'The Great War,' the main character would be the man who is set in a comfortable home environment with two loving children. It is also set towards the slightly wealthy man as many of the working classes would willingly sign up for the army, whereas this publication is aimed towards a person where the money wouldn't be as much of a persuading factor.
There are quite big contrasts in both pieces type but they're both very accurate of what would have been used in that time. 'The Uncle Sam Range' is very stereotypical for America and uses a Western style with a strong appearance. On the other hand 'The Great War' has a hand written style with a formal, friendly look that was common of the time. This look also makes it more intimate and personal like it was handwritten to the audience increasing the feeling of guilt and responsibility to their family.