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| Image 1 |
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| Image 2a |
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| Image 2b |
Above are
the adverts titled The Uncle Sam Range (1876)
by Schumacher & Ettlinger, New York and ‘East African Transport Old Style’
and ‘East African Transport New Style’ by Adrian Allinson from top to bottom
respectively. In this comparative summary I aim to compare and contrast the
font and style of illustration of the images, purpose and meaning of the
images, the target audience and their historical context in production of the
image.
In Image 1
the typeface used is reminiscent of the old west America. With the gold
highlighting the California Gold Rush that spawned a great movement across
America. By having “The Uncle Sam Range” in all upper case, it carries impact
and sends the message across to the reader. The typeface used in Image 2 is reflective of
colonial styles, with it almost serif letter forms and its handwritten style.
The highly visual and use of bright colours in both Image 1 and 2 reflect the
opulence and success of each nation. However, in Image 1 the highly detailed illustrations
are intended for a high classed audience and is aimed to represent America’s
new found sophistication. This is meant to mock the illustration used for the “worlds”
face, in its simpleton caricature. Where
as in Image 2 the simplistic style is meant to speak across nations, for both
in Britain and Africa looking to invest and trust in the Empire. The use of
typeface and styles of illustration in both Images are meant to effectively
communicate to its intended reader.
The purpose
of both Image 1 and 2 is to illustrate the power of the West and the benefits
of technology. Power is represented in Image 1 through Uncle Sam, the excessive
display of nationalistic imagery, the large cooker and its apparent ability to
feed the world. Uncle Sam is central to the image and is seen in full view from
head to toe, unlike the portrayal of the other members who are in partial view
except for the “world”. By having Uncle Sam exposed it represents the height
and stature of America, the West. This is further emphasised from the fact that
the product the ad aims to sell is beside him. To demonstrate how powerful
America has become, there are nationalistic imagery everywhere around the room.
Most notably is the date shown on the clock and the stars and stripes
decoration. On the clock it illustrates that it has been 100 years after the
independence of America and in a 100 years it has become a global powerhouse.
This point relates to the portrayal of England as a small women tucked away in
the corner, away from the attention of the image. Therefore, the overall aim of
the ad is not to sell the cooker, but to show the power and might of America
and hopefully to get the audience to buy into America.
Uncle Sam
is showing what America can offer the world and demonstrating that with a
powerful cooker. This power of technology can be seen through the cookers
ability to cook multiple foods at once with pots spouting steam. Another
depiction of the West’s power is its rather racist depiction of what other
cultures eat. It mocks the other countries diet and relates to how primitive
they are showing that they have other people serving and cooking their food.
This portrayal of western power can also be seen in Image 2b. The white man’s
stance, much like Uncle Sam, is in power, and takes control of both the people
that surround him and the image itself. He is also centered within the picture.
But unlike the Image 1, Image 2b is demonstrating the power of not a country,
but the positive effects of the British Empire. This can be seen through the
new technology, new infrastructure and new trade routes that do away from the
‘old style’s way of transporting goods through wild untamed lands. Image 2 is
implying that that by buying into the British Empire, your country will
develop. And along like Image 1, Image 2 does portray the West’s power through
the racist depictions of other cultures. In Image 2a, the African women are
seen to be wearing tribal outfits and be doing all the work. This advert makes
out that all of Africa is primitive and backward societal values. This is
evident in the context of which the Empire Marketing Board have created this
advert, where gender roles in British society dictate that men do all the work
while the women stay at home. This is not depicted in Image 2a but is in 2b
where the all the work is being done by the men. By doing so, the advert could
be implying that the new style is a predominantly men’s world, and the effects
of colonization has implemented British values onto their society. Therefore,
the power of the West is seen through the central placement of the white man,
the power of technology the West can provide to the world and its mocking of
other cultures in superiority.
In
conclusion, both Images illustrate the benefits of new technology and aim to show
their influence of power. However, through doing so they mock other nations,
question gender roles and manipulate nationalistic imagery to glorify their
actions.
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