When looking at both posters, both
illustrators have gone for a realistic detailed approach. I think by making
them more life like, and illustrating a realistic scene, it makes them more
convincing and sincere, therefore I think audiences will take them
seriously.
‘The uncle Sam’s range (1879)’ advertising
image by Schumacher and , style of
illustration allowed the viewer to be a ‘fly on the wall’, a onlooker at the
scene and way of life the product is selling . The poster also uses an indirect
commercial bold font to draw everyone in, whereas the poster by Savile Lumley
(1915), uses a more direct approach, asking a rhetoric
al question and underlining the word ‘you’ personally involving the
individual reader. Another way Lumley
has made the poster more personal is by using a hand written style of font.
both posters are ultimately trying to sell the idea of a better
life, however both have used different tack tics in doing so. Schumacher and Ettlinger
are trying to sell the ideology that the cooker has magical properties, and by
purchasing the cooker you will be buying into, and will have a more affluent
and better life, much like the man in the illustration who is being waited on
by a woman and is surrounded by food and wealth. The illustration was created
in 1876, 100 years after America's independent
nation arises. The illustrator is using this fact to show a celebration of
America’s wealth and achievements, ultimately making the American citizen feel
humble and happy when seeing this advertisement.
The use of patriotic color schemes and
symbols such as the golden eagle on the mans shoulder, implying that if you
purchase the cooker you will be doing your patriotic duty and are a true
American. The poster also play upon the unique selling point of the product by
showing and narrating the many foods that can be produced using the cooker. The
list of countries and foods in the illustration shows America's
stereotypical view of different cultures at the time. Savile Lumleys
poster also uses a patriotic approach in their illustration, including things
such as red roses on the curtains and the queen’s guard’s children toys.
Both illustrations are showing a scene from
the further (after buying the cooker/when the war is over). However Lumley uses
this to guilt trip his audience, making them ask the question ‘what will I tell
my children i did to fight for our country’. Though this illustration
was created in 1915, before the war, Lumley has painted the future to be a
positive image, that we would win the war, and it will be talked about in children’s
books and reenacted in child’s play. This again is persuading audiences to sign
up for the war, as this will make them part of history, and they will have made
their country proud. It is also playing on the ideology that the war will not
be lost and you will survive and be sharing your experience for years to come.