'The Uncle Sam Range' (1876) advertising image by Shumacher & Ettlinger, New york
The purpose of both lithographs differ, Schumacher and Ettlinger’s ‘The Uncle Sam Range’ is to promote and persuade the audience to purchase an American brand cooker. As with Lumley’s poster though the purpose is to persuade it’s intended audience to join or help in the war effort. Both designs however share the aim of persuasion.
Schumacher and Ettlinger apply American patriotism to encourage the audience, yet they use it within the design in such an unsubtle fashion its becomes loud and forthright, exaggerating imagery from American Society such as the use of red, white and blue and the stars and stripes patterns that represent free America. The appearance of Uncle Sam and the American Bald Eagle perched upon his shoulder are again used to ignite pride in the viewer as these are symbols of the U.S that were widely acknowledged. The lithograph as a whole is littered with imagery of independence one of which is a clock sitting on the fireplace celebrating one hundred years since the ‘Declaration of Independence was signed. The document itself is also present in the design, mounted on the wall beside a window which leads the viewer to a picturesque view of the Philadelphia Independence Hall, it’s Bell Tower and the ’Independence Square’ in which the signing and reading of the declaration was performed..
The poster even goes as far as mocking the rest of the world, Schumacher and Ettlinger accomplish this by illustrating the ‘World’ as a ridiculous cartoon globe reading a list held in it’s hands of the foods that are traditional with other countries, this is supposed to be interpreted by the audience to be mocking their foreign diets.
All of this imagery seems to be aimed at the middle or higher class of society in America especially families. It shares their views and beliefs of that time and the inclusion of a slave, which were a common ‘possession’ within a wealthy household would make it able for them to relate to the illustrated family.
Lumley also uses the application of patriotic imagery as propaganda to form his lithograph, yet with a more subtle execution. The Roses placed on the draping curtains represent the head counties of England; Yorkshire and Lancashire. Saville again uses imagery to inspire pride by illustrating the Fleur di Lys which represents Royalty, which is strongly imbedded into English culture and at that time still motivated national respect and at times arrogance. More appropriately related to the purpose of this campaign is the placement of the King’s Royal Guard toys which symbolised honour and pride for the Great British Military. Lumley smartly uses everything that can be labelled as quintessentially English all in the aim to enthuse British men to join up, if not also lead them on a guilt trip.
The advertisement by Schumacher and Ettlinger, which was released on the centenary of the 1st celebrated ‘independence day’ (4th July, 1776), which uses a very western typeface to suggests that even greater patriotism for their country can be bought along with the Uncle Sam’s Range. In contrast Lumley’s copy write is directed with emotion from a child, with it’s childish strokes its as if the father and male viewers are being challenged by the children with a delicate emotive tone.
