Despite the two images, Schumacher and Ettlinger’s The Uncle Sam Range and Savile Lumley’s Poster being from two different eras, there are several common themes between the two. Such as patriotism, duty and the market they are targeted at.
Compared to the poster by Savile Lumley, the style of type and illustration within The Uncle Sam Range by Schumacher and Ettlinger is more elaborate, which I believe is to convey wealth. The designers have also used the typeface to convey this effect, by using a wild-west ‘saloon’ style typeface in a rich, gold hue to symbolise the ‘American Dream’ and the ideals that every American man has the opportunity for prosperity and success.
Although Savile Lumley’s poster also shows an aspirational and wealthy lifestyle, the overall design is more subtle than The
Despite both Schumacher and Ettlinger’s The Uncle Sam Range and Savile Lumley’s Poster being advertisements, both designs sell a better or aspirational
lifestyle to the audience rather than a specific product.
The purpose of Schumacher and Ettlinger’s design is to sell The Uncle Same Range; the design however, is not product-centred and instead sells a ‘wealthy’ lifestyle to the consumer that will supposedly come with the product.
The stereotypical English family in Lumley’s design also suggests he is selling a better lifestyle to the audience; however, his design also sells an opportunity. During the war, the man of the house was expected to sign up. I believe Lumley’s illustration exploits this by showing the future, where a man, who when asked by his children is ashamed that he did not sign up to war. This gives the audience an opportunity to learn from his ‘mistake’ and make their own children proud of them.
As well as both The Uncle Sam Range and Lumley’s Poster being targeted at middle class families, I also believe they are both specifically targeted at men, who –at the time- where responsible for providing for their family.
Although the style of illustration and imagery used in The Uncle Sam Range suggests wealth, I
believe the target market is middle class families, as Schumacher and Ettlinger
are trying to sell a wealthy lifestyle which the upper class have and the
middle class aspire to. As men were the main ‘breadwinner’ at this time, it
would be their responsibility to attain it.The purpose of Schumacher and Ettlinger’s design is to sell The Uncle Same Range; the design however, is not product-centred and instead sells a ‘wealthy’ lifestyle to the consumer that will supposedly come with the product.
The stereotypical English family in Lumley’s design also suggests he is selling a better lifestyle to the audience; however, his design also sells an opportunity. During the war, the man of the house was expected to sign up. I believe Lumley’s illustration exploits this by showing the future, where a man, who when asked by his children is ashamed that he did not sign up to war. This gives the audience an opportunity to learn from his ‘mistake’ and make their own children proud of them.
As well as both The Uncle Sam Range and Lumley’s Poster being targeted at middle class families, I also believe they are both specifically targeted at men, who –at the time- where responsible for providing for their family.
Lumley’s Poster would again, be targeted specifically a middle class men, who unlike the lower class had a choice in whether they signed up for war or not. Again, this poster has a particular emphasis on the man of the house, and it being their responsibility to make their family proud by being part of the ‘Great’ War.
No comments:
Post a Comment