Analysis and comparison of Image 1) “The Uncle Sam Range” (1876) by Schumacher & Ettlinger, New York and Image 2) WWI Recruitment Poster by Savile Lumley (1915) England.

The first image is an advert selling “The Uncle Sam Range” stove and oven, the advertising methods used are a more extreme but similar style to how products are advertised in the present day, based on selling a lifestyle rather than an appliance. Whereas the WWI Recruitment Poster has a much more personal approach, it is focusing on individuals and playing with individuals pride and honor to recruit forces for WWI, however this image is still majorly patriotic but in a more subtle way.
    The first thing that hits you in image 1) is the patriotism and bold red, white and blue colours all over the entire image, the designers certainly wanted the american identity to flood the image ideally to encourage patriotic emotions from the viewer. Image 2) still plays with patriotism but instead of plastering it all over the poster it used the english rose as a pattern on the curtains as well as the design on the upholstery of the chair.    
    At the time America was a very young country, only 100 years of independence but still takes the american view of cultural superiority and uses it as an advertising weapon. The design seems to make the american bald eagle, Uncle sam, the wife and the three children, who each have the areas of america written on their clothing (Dixie, West and New England) all literally and figuratively look down on the world, this was a time where slavery and racism were extremely common and in most cases in higher middle class and upper class it was necessary to have these ignorant views.
   The world sits their with it’s comical cartoon face (which has been placed on the continent of Africa) with his list of countries and the (stereotyped) foods they eat, being ridiculed by the american family, this again supports the idea of Americas cultural superiority over the rest of the world. The countries mainly focused on the list are the countries that had the most people immigrate to America at this time.
   Uncle Sam has purposely been place in the centre of the image instead of the stove they are actually advertising, to again sell the lifestyle, this design would be focused at men and having Uncle Sam sitting with his new stove surrounded by his family being cooked for by his wife and slave in his upper class house would appeal to the middle class who aspire to have the same lifestyle.
The design finished by the big gold typical American Western typeface to signify power and wealth. Whereas because Image 2) has taken a much more personal approach it uses an italic hand drawn type, as you would find on a post card to make the design specific to each reader.
   Image 2) is set in the future after 1915, asking the question “what did YOU do in the Great War?” as if the father is either staring with regret for not doing anything or maybe reminiscing about what happened. The aim is to take the pride of the viewer and guilt them into enrolling to serve their country, as well as selling the lifestyle again just like image 1. It suggests that once you return you will be happy with your family as your son sits playing with his soldiers looking up to you as a hero, as well as suggesting you will be payed well and be able to afford to look after your family, as well as being able to afford luxuries.