Image Analysis Exercise

(‘Daddy, what did YOU do in the Great War?’ (1915) by Savile Lumley)

(‘The Uncle Sam Range’ (1876) by Shumacher & Ettlinger)

In several respects ‘The Uncle Sam Range’ (1876) by Shumacher & Ettlinger, and ‘Daddy, what did YOU do in the Great War?’ (1915) by Savile Lumley are similar pieces of work. One such thing being that both illustrations are playing on its audiences sense of pride. ‘The Uncle Sam Range’ is trying to sell a ‘range’ cooking appliance whilst ‘...the Great War...’ piece is trying to get men to join the war campaign. 

To sell the ‘range’ Shumacher and Ettlinger play on a man’s need to have the best there is, and who would use the best American made ‘range’? Uncle Sam. In the centre of the heavily decorated room of Stars and Stripes they have one of the great American symbols in all his red, white and blue glory. Here he entertains the world, with its list of dishes, whilst a lady behind him serves food and a servant boy prepares a roast bird. The image suggests an American man couldn’t possibly do any better than this appliance, especially at a time when pride in America couldn't be greater. The clock that sits behind on the mantlepiece reads 1776 - 1876 suggesting it is the hundredth anniversary of America’s victory for independence. At the front and centre of the image its product name is displayed as a bold Saloon like typeface - everything about this illustration screams ‘Buy this American product and be proud’.

Meanwhile Lumley’s ‘...the Great War...’ piece relies on people not wanting to be ashamed of themselves rather than their their purchases. This piece was made during the middle of the war before conscription took place – in an attempt to convince people to join the war effort before there was a forced initiative. Lumley situates a father, at some point after the war, sitting in a comfortable looking armchair covered in the fleur de lis; his daughter sits on his lap reading whilst his son plays with toy soldiers. He looks to the audience as his daughter asks ‘Daddy, what did YOU do in the Great War?’ It asks the audience what his kids would think of him should he told them he had never joined the war effort. There is text situated at the bottom of the page, allowing the viewer to see the image first. This eloquent looking typeface suggests a certain level of class, and judging by the look of the families clothes and the appearance of the room they are in, this man has done well for himself. But did he have the courage to stand in front of a cannon just as his son’s toy soldier is? It is trying to question people’s pride by telling them if they don’t join the war effort they will shame their families.

Both of these pieces play on people’s opinions of themselves and that is where they both succeed. If people failed to care about what others thought these illustrations would have to be designed very differently to target a separate aspect of its intended audience.