Context of Practice - Task 3

While both these images are seemingly patriotic, one depicting an ‘American Dream’ type of scene, the other a successful British family, this is one of the few qualities they share. The subtler example is the man sitting with his two children being asked about the Great War designed in 1915, and is designed to persuade young men to join the army and fight for their country, with the caption “Daddy, what did you do in the great war?” showing admiration from his children.

The image ‘Uncle Sam’s Range’ is more obvious in it’s patriotism but less in it’s advertisement of the oven, the main focus being the family having dinner with what is supposed to be the rest of the world. This image seems to be intended to ignite pride in its viewer, shown in the repeated stars and stripes of the American flag and the vibrant use of its colours.

Similarly the first image does indicate a feeling of pride but it’s delivered more as a reward than an initial emotion. The fathers stare out of the image instead of at either of his children is captivating the viewer, an combined with the capitalisation and underlining of ‘you’ gives the impression that the reader is being spoken to directly and almost being guilted into it, implying that they will be made a hero if they signed up, and their children will be ashamed of them if they don’t. The father’s stance and attire, well-furnished house and happy well dressed children oozes success, especially given the admiration his children have for him.

However, the this image would not be unseen today, whereas the second would be widely considered inappropriate now, namely the black slave serving the food from the oven being advertised, the woman serving the food and the mocking nature of the ‘rest of the world’. The whole image insinuates wealth and hierarchy and isn’t very approachable.

Overall, while both these images radiate patriotism, their differences highlight the differences between British and American culture at the time, the British side seeming much more subtle, the symbolism in the Tudor rose a the backdrop not as overpowering as the array of stars and stripes and red and white in the American image. However, despite the differences each image is fitting to it’s purpose. The oven advertisement is effectively persuasive considering the time at which it was designed in its use of Uncle Sam, a mascot of the US, and it’s reference to American independence, and the campaign poster has the allowance to be subtler given that it is not selling a product. It is captivating in the confrontation of the fathers stare and the insinuating guilt is successfully executed.