"The Uncle Sam Range", Schumacher & Ettlinger, 1876.
."Daddy, what did YOU do in the Great War", Savile Lumley, 1915.
The aim of these posters would be to persuade a specific audience by selling an idea. The ideas themselves, however, are very different. Schumacher and Ettlinger clearly designed this poster in order to sell the Amercian lifestyle and persuade the audience to buy into a dream. Savile Lumley, on the other hand, although targetting the same audience, set out to convince and pressure men into doing their national duty. Due to the use of font and illustration, the two posters portray their messages clearly.
The Uncle Sam Range evidently shows the celebration of a nation. Immediately, just by looking at the traditional piece of american typography, coloured gold, you become aware of the fact that it is an american based image. With the use of italics to depict speech, and the word "YOU" in uppercase and underlined, the second poster becomes very direct. This is also shown with the use of straight eye contact with the viewer. This way, you are immediately confronted by the message of the poster, rather then the first poster in which you become confronted with a theme. The use of the word 'Great' is used in order to convince. The purpose of type in both posters is appropriate to the function, with creating an awareness and then using type to pressure.
With the dramatic vanishing point of the type, the strong use of the nations colours red and blue and the patriotic star in the curtains, floor and clothing, you can tell we're being invited into a specific lifestyle. The other poster is alot more subtle. By looking at the image it becomes apparent that Britain is the country of topic with the use of the Flur de lis and the traditional english soldier figures. This discrete use seems to be used as a reminder of the national duty, in order to get men to sign up for the great war. Schumacher and Ettlinger, however, were selling specifically the american lifestyle and this is made obvious. By looking further into it, a sense of inequality becomes clear, with a humanised world holding a list of the other countries' food situations. It's as if America is doing the world a favour, displaying a powerful nation, and therefore portraying the lifestyle that the man of the house could buy into, by purchasing the Uncle Sam Range.
By trying to fill the poster with american symbolism, the scene almost becomes slightly busy for the eyes. With cooking in the foreground, dining, the Centerial Hall in the background and the reminder of Independance day on the clock, you get a sense of dramatic imagery. However, Savile Lumley chose a simple household scene of a father and his children. By keeping it clear and simple, it becomes more effective. It's also, in comparison to the first poster, a realistic scene that allows the target audience of the father figure, to relate to the man in the image. This creates a high impact poster, which at the time was needed, due to the lack of soldiers during the war.
In my opinion, although the message in The Uncle Sam Range is aparent, it's not as clearly displayed as the message in Savile Lumley's poster, and as a result, Schumacher and Ettlinger's poster has less impact. However, it wasn't necessasrily intended to have high impact, as the message itself is simply persuasion to buy a product. The second poster was produced due to the needs of the army during war, and so a high impact poster was exactly what was needed.
