Study Task 01 - Image analysis Page

Context of Practice Task 1
Image Analysis Exercise

The Uncle Sam Range an advertising image by Schumacher and Ettlinger 

The Uncle Sam Range (1879)
Adversting Image by Schmacher & Ettlinger New York

Empire Marketing Board 1927-1933 poster

Empire Marketing Board - East African Transport Old Style and East African Transport No Style
by Adrain Allinson from the Colonial Progress Brings Home Prosperity Series

The Uncle Sam Range (1879) is an american advert for a cooker created by Schumacher and Ettlinger. I believe it was marketed towards middle classed americans who thrive off patriotism and the ideologies of "The American Dream". Uncle Sam is Positioned in the centre of the poster to show his power and importance compared to the world and other charcters, this is strange for an advert for a cooker not to have the product as the main focus point. This suggests that in more depth the poster is much more than just a advert, maybe a Celebration of how far they have come within 100 years of independence promoting there ideologies of Cultural supremacy which they would be using as a selling point and to have a bit of a laugh at the rest of the world while doing so. one way they do this is through the script listing styereo-typical foods for each country this mocks and degrades other countries cultures furthermore promoting Americans Supremacy. We can make links to 100 years of indolence through the clock on the wall which has the dates 1776 and 1876 on. The colour scheme used is very patriotic consisting mainly of blue, red and white which may be making reference to the american flag. The typography used is a block serif which has connotation to american and begins tapping into the western history. Lastly is the racist and sexist connotations attached to the poster, we can see this as the servant working for uncle sam is both female and black this shows us where both stood in society within this time period and compares to the images below as similar connotations are made.

The Empire Marketing Board Poster created from 1927-1933 gives us a good understanding of what was going on at this period of time within the slave trade. It seems to be targeting a audience of wealthy people interesting in investing within it.  The image is essentially propaganda leading people to believe that new technologies are leading east africa to a better place this compares to Uncle sam as technology is also used to promote a better life. Also similar to The Uncle Sam range the superior white male is centre of the poster standing stronger and taller than the rest, this gender steortypes and surgests the east african women were not as strong as males. The types on these two images however are different Uncle Sams is bold and over the top this links in with the image of American supremacy and over the top patriotism where as Empire Marketing Board is more subtle and focuses more on the image. The poster also has sexist connotations as we can see from the women leading in old style yet not in new style instead we see a white male standing strong, this suggests that in the old world women could not lead this is why they was unhappy however now a man is in charge and he will lead them to a new better world. all of this because of the time period would of been perceived and believed by a selection of people. This relates to Uncle sam because they also have a female serving suggesting inequality between the two genders. this tell us something about the point in history and how there was still lots of sexism, stereotypes and racism meaning things had not changed much at all since 1879.