‘The Uncle Sam Range’ advertisement has been designed to persuade people who want to live the ‘American Dream’ to buy a cooker. This advertisement is peculiar as a cooker would normally be advertised by a comparison to other products; highlighting why the product in hand is better than others. However, this commodity is being advertised through promise; the promise of gaining status and sophistication if you purchase the cooker. Conversely, Savile Lumley has designed his war related poster in order to persuade potential soldiers to join the forces and fight in the World War One. He has achieved this through emotional manipulation; pre-installing the idea of imagined national greatness into peoples minds, giving them a desire to achieve this ideal.
This poster was created in 1915; mid WW1 before conscription, so people were having to willingly sign-up to join the forces. Consequently, Lumley’s recruitment poster conveys the message ‘Go to war now, so when children ask “what did you do?” you have something to say’. Nevertheless, this poster was published during the war imagining the perfect future after the war; predetermining that Britain will win the war, that there will not be any fatalities and that you will return patriotic with the ability to exhibit your pride. The poster also suggests that the war will be recalled in books as a landmark event in history, due to the girl viewing the book on her fathers lap. Whereas, Ettlinger’s advertisement has a much deeper focus on the cultural superiority it already posses. The American’s nationalist attitude towards the rest of the world is portrayed though ‘Dixie’, ‘West’ and ‘New England’ looking at the globe, as if America has fed them due to it being a better country than the rest of the world. ‘Dixie’ is a representation of South America; which is renown for slavery, ‘West’ America is known as the ‘land of freedom’; the home of bravery and prosperity and ‘New England’ is associated with immigrants; also being represented by a girl to reinforce a weaker country. All of this to emphasise their greatness in direct contrast the rest of the world who are all equal.
This aspirational lifestyle that is trying to be sold through this advert using patriotic patterns on the curtains, floor and clothing; celebrating their country through the use of the colouring in their flag. In the same way, Savile uses royal symbolisms in the English red rose curtains and patterned sofa to romanticise this idea of national identity. This national identity is also continued within this poster through the boy playing with soldiers. These soldiers are not dressed in WW1 uniform but instead the Queen’s guards conveying the message that you purpose is to protect the Queen and serve your country. This notion of the boy playing with soldiers can also be interpreted as emasculation or a desire to be like his father. In a similar manor, Ettlinger has used the clock as metaphor of America’s independence; it represents the 100 years passed since America became a free nation. The celebration is also portrayed through the Philadelphian building seen through the window; where there was a exhibition held in aid of the centenary celebration. The eagle on the shoulder of ‘Uncle Sam’ is also a well known representation Americas freedom; therefore empahsising their success as a country.
In regards to the text used in each image, Ettilinger has purposely used a font which would not have been contemporary to the date which it was published in order to make you think of early America before it was a free nation. It is coloured gold to establish their wealth and importance as a country. The U and S are capitilised to create emphasis and ‘Uncle Sam’, a personification of America with his grand gestures, has purposely been positioned between the two capitilised lettering as a dominant figure to draw attention. In contrast, Savile has written the text in italics creating a soft, intimate, spoken approach. However, the bold capitilised ‘YOU’ connects directly to the reader creating a link and reinforcing the point that it is you they are speaking to and want.
In conclusion, Savile’s poster portrays Britain as being culturally specific but less culturally nationalist than America. Whereas, Ettlinger has portrayed an extremely patriotic view of themselves and a very demoralizingly corrupt view of the rest of the world in order to advertise his product.
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