Daddy, what did you do in the Great War?

The 'Uncle Sam' Range

Comparative Analysis

The poster was developed with the progression of the printing press a fast and easy way for information to spread. The popular commercial Art form of Posters brought a new meaning to advertising as it was feasible to visually persuade the public with the use of agitation and repetition. In this comparative analysis I shall be deliberating between two Lithographs, Lumley’s, “Daddy, what did you do in the Great War?’’ and Schumacher & Ettlinger’s - “The Uncle Sam’s range’’. Visually in the first instance both images appear to hold resemblance and without further thought it would be easy to believe that the images are selling the same idea.

In the lead up to the First World War many of the British public did not understand the reasons behind Britain’s political involvement and its allegiance to France as the government described their obligation as a ‘moral’ one. The British government at the time could not justify conscription in the forces so therefore needed a means of persuading the male population that it was their honorable duty to ‘join up’. With the invention of posters and the ability to mass produce they found a way of agitating a response that would give me to action. The provocation of the public gave way for persuasion whether the reason was cowardice or a belief in ones country. This technique is clearly seen within Lumley’s depiction of a middle aged man’s embarrassment to the response he would have to give his children had he not taken a part in the war effort. Lumley was known for his tone of emotional blackmail. This same persuasion is used in Schumaucher’s & Ettlingers advertisement for sale of the oven. Forcing the american public to feel obliged to own this device as it would be unpatriotic to be behind the times. America came so far in 100 years and by this time was one of the driving forces of the world, they were relied upon. To not stay ahead now in every means would be seen to be something to be ashamed of.

Within the depiction of embarrassment shown by a Father towards his children when asked what he did in the great war, Lumley subtly allows the reader to observe the image before moving their eye to the explanatory text. The text is not imposing as the type face is familiar is has a sense of the hand written about it. Which is cleverly chosen due to the effect Lumley is aiming for, he appreciates a personal approach is the most persuasive technique. Schumacher & Ettlinger’s use of text is more decorative they are very subtly selling a product in the same way lumley is cunningly selling an idea. The text is not entirely explanatory whereas Lumley’s words speak clear. The type face is not personal it has a certainty about it, which resembles the trust that the American name had at the time. The chosen type reiterates the power, hope and assurance people to relate America with.

Both lithographs have used illustrations of their particular time, they are not futuristic they are familiar so that current audiences would respond positively. Lumley’s illustration clearly demonstrates his point and was successful in his search for support within the war. The illustration is not particularly dramatic but it is incredibly effective as it responds to an emotion that men find difficult to cope with, shame. The symbolism of his son playing with soldiers adds to the persuasive tone of the poster. Unlike Lumley, Schumaucher & Ettlingers illustration is full of dramatic imagery and symbolism. The imagery depicts the American ideology and the belief of the country at the time. The country was a key power in the world and had unbelievable amount to be proud of having only gained independence 100 years prior to the year the illustration was printed. Therefore patriotism was rife throughout the country and with this knowledge this was used as a tool to persuade and sell.

In conclusion both sets of images have used human emotion to sell their concept. With the use of agitation whether to pinpoint cowardice or unpatriotic behaviour. The lithographers have manipulated their publics with visual communication, the bond between text and imagery has added conviction to their objective.