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Poster by Savile Lumley (1915)
From looking at these 2 posters for the first time, there is no immediate indication that they could be linked, or similar. The Schumacher & Ettlinger poster is very bright and in your face, screaming 'American', where as the Lumley poster is more subtle, and the colours are more muted. However, once you start to look closer at them, it becomes more apparent that the images do establish a link, and potray a 'propaganda' style message.
There is no doubt when looking at the Schumacher & Ettlinger 'Uncle Sam Range' poster that this could be anything but an American product: the obvious clue is the name Uncle Sam. As well as the dominant colours throughout the poster are ones used on the American flag; red, white and blue. The target audience for this is the patriotic american; 'upper class', wanting to be 'more' american, as well as the less fortunate who when they look at the poster think 'I want that lifestyle'.
The lifestyle that is represented is pretty much stereotypical, having a black slave doing all the work, the woman: who is no doubt the wife, serving the food to the guests whilst the man: her husband, positioned in the center of the poster suggesting that this could be Uncle Sam is sat playing the host, not lifting a finger. The illustration style is very busy, which suggests how the 'upper class' do things properly. I find it interesting how the 'range' which is being advertised is the cooker, but the poster itself focuses more on the 'upper class' dinner party, and the actual cooker is pushed off to the side. This insinuates that by buying this cooker, you are pretty much guaranteed to experience this lifestyle too.
The Lumley poster was produced in the middle of WWI, showing a scene of a dad with his kids years after the war. The target audience is the men that have not yet signed up to the war, who has kids or is wanting kids in the future. It has quite a strong use of emotional blackmail towards them, suggesting if he doesn't take part he will one day be in this position and have to tell his own kids that whilst hundreds of noble men lost their lives fighting for their country during this 'great war', their dad was too coward to even sign up. The image definatly suggests that he didn't do anything to participate, and the facial expression makes him look troubled: as though he is feeling guilty that whilst he is sat there playing with his kids, there are hundreds of men that will never have this opportunity.
The font that is used on the Uncle Sam Range poster is a typical American one, used in a gold colour to suggest wealth and opulence. Where as the font in the Lumley poster is softer and more feminine, suggesting that the little girl is asking him the question whilst she is reading the book she is holding: which is probably one about the 'great war'. Also the word 'you' is emphasised so that when it is read, it makes it more personal to the reader.
The man in the Uncle Sam Range poster at the table that is the shape of the world could represent that this range is capable of feeding the world, and is a world wide product that could be used anywhere. He is holding a list naming different parts of the world and the 'typical' foods they are expected to be eating, which is contrasted to the amount of pans and the huge turkey that is being cooked, making this seem more appealing. This actually gives the poster a further underlying 'sinister' message, and suggests they are actually laughing at the rest of the world, and believe they are more superior to it.
In conclusion, both the posters were intended to be directed at their own cultural audience: the US and Great Britain, and to tap into each individuals lifestyles and the choices they make. They both give the sense that by doing that certain something, only good can come of it and in the end it can only improve your life.
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