Image Analysis Study task 3 OUGD401

Image Analysis

In the same groups after we had finished our group crit on the LCA prospectus , our next task was to analyse two different images , considering the following:-

• The choice and organisation of font and style of illustration
• The purpose and meaning of the image
• The target/potential audience of the image
• The social and historical contexts relevant to the production of the image

The first image -

The Uncle Sam Range 

This is what we come up with :

• World peace & war 
• An advertisement for an oven 
• Independence day
• Patriotic
• Celebrating
• Exports
• Trades
• Wild west fonts
• Everyone looking at sam
• Slavery
• America saving the world
• Undermining other cultures food
• Aimed at men (women didn't have money to buy an oven.)

The Second image-

Poster by Savile Lumley (1915)

• Alpha male (farther)
• Girl looking at her farther in admiration
• You couldn't be forced into joining the army
• The farther wanting to be the childs role model
• The font is personal to the readers choice
• 1915 - after ww1
• Very british
• Focussed on the farther
• Propaganda
• Type stands out
• Traditional 
• They look well off higher class
• Serious expression

Two images in comparison

• Patriotic
• Strongly portray the American/British cultures - reflective of cultural differences?
• Aspirational lifestyles

We were then asked to complete a 500 word comparative essay between the 2 images while comparing and contrasting them in relation to:

• The choice and organisation of font and style of illustration
• The purpose and meaning of the image
• The target/potential audience of the image
• The social and historical contexts relevant to the production of the image

In the first image ‘The Uncle Sam range’ its not like regular advertising the focal point is not in the center its over to the left. The Image is detailed and very patriotic there’s a lot going on in the image. The font in this image is in a wild western style which strengths the connotations of patriotism .The choice of organisation and font in the second image ‘Daddy what did you do in the great war?’  is a lot more simple. The font is across the bottom in bright white so you can see it clearly. You can clearly tell this a propaganda poster, from the illustrations the colours and font.

The purpose and meaning of the first image is to advertise an oven. The techniques in which it uses to sell the product are to conjure up feelings and emotions of patriotism. In the image it looks as though they are celebrating maybe independence today. The list in the image is used to make America look amazing and it belittles other country’s. The second image is very much focused on the farther the ‘alpha male’ its similar to the image how they are both focused on there county - the second image is focused on Britain e.g. patriotic colours of the children’s clothes. I feel the second image shows emotion the daughter sat on her father’s knee looking at him in admiration. The farther wanting to be his children’s role model.

The target the audience for both the images is male dominated; they are both aimed at the alpha male. Especially the second image of the father sat in the chair, who has been in the war. He is the role model in his house to his children. I find the first image is focused to men as women wouldn’t of been able to afford ovens at that time. At the time both images were produced women were seen inferior to men. I find that both images are aimed at middle class citizens, The farther in the second image is wearing a smart suite his children are well dressed and the look like there sat in a nice home. The first image is definitely aimed at middle class it is portraying you can have that life style if you buy that oven. Or simply aiming at those who already own the oven.

The second image was produced during the First World War at this time it wasn’t compulsory for a male to sign up for the war for this reason the image uses persuasive techniques to coax men to sign up.  In the first image it is aimed at the white male population this is shown because there is a black boy taking food out of the ‘The Uncle Sam range’ oven for the party guests which shows it was still a slave driven country. There is also a matronly lady serving the food. Which mimics the views of the time that a women’s place is in the kitchen.