Image Analysis

The Uncle Sam Range 1876 Schumacher & Ettlinger

Empire Marketing Board - East African Transport Old Style/New Style 1930

                                   
  Image One, an advertisement promoting "The Uncle Sam Range' in 1876 demonstrates the patriotic view of the american dream whilst trying to enforce the image of the desired lifestyle to middle to lower class individuals. This is similar to Image Two which is a set of two images produced by the Empire Marketing Board to demonstrate the importance of colonies in persuading the ruling classes of the colonised countries to donate money to the organisation so that their lifestyle can continue.

The Uncle Sam Range image has an interesting composition. Rather than having the main focus of the advertisement as the range, the centre piece of the image is the male figure and the globe, sitting round the table as a family. This male figure is presented in a way to illustrate to the audience that he is Uncle Sam, a strong male figure in the civil war in 1812, emphasising the patriotic society that was prominent in America at the time this image was published. This is similar to the images produced by the Empire Marketing Board as they are illustrating to the investors the power the empire has and the independence that they withhold. This is demonstrated by the contrast between the ‘old-style’ and ‘new-style’, with the strong patriotic view that without the British, the people would not be clothed and have a job therefore would still be living a tribal lifestyle. 

The strong American decor in image one further influences the patriotic view of America, with the overpowering design of the red, blue and gold design. I think that the room is displayed in this way as the Range is being released after 100 years after America gained independence therefore showing how far they have come and that they have something to celebrate. The names of the children, printed on their clothing ('Dixie' 'West' and 'New England') show unity between the countries, addressing the immigrants and showing that they are one. Colour is also used to create an effect in the second pair of images. The 'Old-Style' image compared to the 'New-style' has a duller atmosphere to create subliminal message to influence the audience in a way that they view the British Empire in a positive way. The people in the image are also dressed in a uniform which adds a sense of community and consideration within their work environment. 

Both images have a strong influential message. In image one this is displayed through the western font type as well as the powerful imagery of the american dream. In the second set of images, this is clear through the contrast between the old and new way of living. Each of the images emphasis that one culture is dominant over another. This is more clearly shown in image one as the globe is reading a 'Bill' of what other countries trade with America and in Image two, it is evident that the British think that the partner colonies could not survive without them. To conclude, I think that each of the images are advertising what they think is a better way of life, focusing on the importance of independence and the power of an empire.