Critical Studies Image Analysis Exercise

My first initial reaction to both images is that they are both obviously very patriotic. The Uncle Sam Range however uses a lot of discrete and underlying symbols. The piece is an advertisement for a cooking range, which is being promoted on the 100th birthday of the declaration of independence so it is clear that it was a time when America was proud of its growth as a nation. The main thing being communicated here is how ‘great’ America is. Stereotypes, and in some views out right racism are used to undermine other nations in a way to emphasise America’s greatness. This also makes the rest of the of the world look primitive in comparison. Every aspect of the image hints at America’s superiority over other nations. An example of this is the menu being read by the world showing the Irish eating ‘raw potatoes’ and the Chinese eating ‘birds nests’ which is of course ridiculous, but suggests that America is further developed than these much longer established cultures. The entire set out of the image shows a typical ‘perfect’ family, as if by buying the range you are also buying the American dream. The father figure is Uncle Sam a commonly known symbol of America, with the obedient doting wife serving the food. At the back of the table there are three children, ‘Dixie’, ‘West’ and ‘New England’ symbolising the different parts of America. The significance of this is that they are still young but growing and will become strong if they are fed by the range.

The second image is an appeal during World War 1 looking to recruit soldiers. The main focus of this poster is the writing at the bottom, ‘Daddy, what did YOU do in the Great War’. The ‘you’ is underlined and capitalised to jump out at you and emphasise the word, which makes it personal and direct. Also the type is italicised, which gives it an innocent element signifying they are the words of the child. Like the first image a lot of subtle symbols and signs are used, for example the royal symbols on the chair and the red rose of England on the curtains, this suggests that fighting in the war makes you a protector of your queen and country. I think the main point to this poster is to touch on a mans pride and ego, making him feel worthless in front of his family if he doesn’t join to fight in the war. The little boy playing with the soldier figures is also very symbolic. Unknowingly this is like a direct challenge to his father, emasculating him and labelling him as a coward.

Both images use a lot of symbols and subtle signs to get across what is trying to be communicated. They are both trying to sell a product or an idea by tapping into pride for your country and nation. Both posters are directed at upper/ middle class or are trying to portray this kind of lifestyle. They are saying that in the long run if they buy this product or join the army they will have a better life.