Context of Practice Task 1 Image Analysis Exercise
We have two pieces of design the Uncle Sam
Range and the poster by Savile Lumley, both are extremely different to each
other but some similarities do exist but which is hidden. The typeface used on
Uncle Sam’s design shouts strength, stability and power. The type is a western
serif font, which has a very important link with the Wide west cowboy era for
the Americans, using this font will suggest America as a rising power as an
independent country. Still emphasising on power the typeface colour choice of gold
portrays wealth and also links back with the wide west style. In contrast to
this the other design (poster by Savile Lumley) this choice of font is a
completely different style and concept. Using a Sans serif font paints a very
different image and is perceived as more personal, less strict and more
informal then the serif font used in Uncle Sam’s design. Using a sans serif
font with the word “daddy” makes a more personal connection to the audience, as
the calligraphy font would be a representation of a child’s handwriting.
Both designs have a main purpose attached
to it. Uncle Sam’s design is all about the American dream and giving the target
audience the idea of America being a great nation as an independent country,
there are multiple aspects in the design to back this up. Even though the main
purpose of this advertisement is to sell Uncle Sam’s cooker it isn’t main focus
as its push way off to the left. Many details in the designs instantly grabs
your attention straight away, firstly Uncle Sam which in America is represented
as an American icon used for promotion and propaganda purposes and Uncles Sam
is a close resemblance to one of the great American president, Lincoln. Next
thing is the list of counties the globe is holding, this shows culture superiority
suggesting that America being only 100 years into independence is eating better
quality food then most global countries that have been around for much longer.
The independence date is pointed out on the clock on the mantle piece, 1776
showing the date of independence and 1876 showing the date as the present
moment. As a whole the design shouts patriotism and representation of how well
America is doing as a global power.
Savile Lumleys image is complete opposite
it was design during the Great War, which was world war one. One important
point of this image was when it was design. The poster was design during the
war its self, so even though the war hasn’t ended the designer still suggests
that Britain has or will win the war and this is life after the war. There are many
points in the image to back this point up. Firstly the wording “great war”
still gives of the impression of the war being already named even though
Britain was still fighting the Germans during this stage, but the designer has
still gone ahead and giving the war a title suggesting victory. Also the
children are an important focus of the design, the girl is reading books about
the history of the war and the boy is playing with miniature little queens
guards. Looking at all these details you can gather that the design was meant
to represent life after war and how good life is for Britain. The main point of
this image was to shame the man for not participating in the war as in the days
of the Great War men couldn’t be forced to join the war so many middle class
and rich men would avoid the conflict. Looking at the wording of the type and
the emphasis on the word “you” we can come to the conclusion that the man is
the main target and also the mans face comes across ashamed even embarrassed
and is somewhat avoiding his daughters glare, while she is asking what he did
during the war.
The target audience intended for the Uncle Sam’s
range was aimed at men who didn’t necessarily want the cooking range to cook for
themselves but what the range represents as a whole, the American dream, the
American fantasy that has been perceived within the design. However what’s
being communicated is just fabrication and isn’t a real prospect for the buyer
but just the thought alone is enough to inspire any man, especially a man who
wants to show of wealth and power as a family unit. This point of a man taking care of his
family is very important in both designs but is shown very differently in both scenarios
on one hand Uncles Sam’s design shows incentive for the family man to become
more wealthy and proud to be apart of the American dream and on the other hand
the Savile Lumley design is aimed at the family man but this time instead of
being proud of your county its more about the country embarrassing and shaming
him as a family man, as he didn’t serve his role in the war and as a protector.
