Study Task 1 | Image Analysis

The Uncle Sam Range (1876) by Schumacher & Ettlinger, New York

The first image is an advertisement promoting ‘The Uncle Same Range’ (1876). The overall tone of the advert is heavily patriotic, with stars and stripes pattern adorning most surfaces. A host of other American symbols and imagery are also featured; including Uncle Sam, a bald eagle, the declaration of independence (which can be spotted in a frame), as well as three characters that are named ‘Dixie’ (the South), ‘West’, and ‘England’ (possibly New England?). The abundance of these national symbols definitely casts a jingoistic attitude, which seems to be pushed as part of an advertising tactic.

                The advert is reflective of the social and cultural attitudes of the time. For example various aspects of the image portray racist views; the juxtaposition between the black servant tending the stove and the all-white dinner party members evidences the racial hierarchy in this era, where figures of wealth and power were white. These same themes continue with the items on the bill, such as “bird’s nests” and “grasshoppers” listed under China. The bill almost makes a mockery of other nations, implying they are uncivilised.

                The image also communicates a heightened sense of American pride. This could stem from the fact it was produced in 1876, celebrating 100 years since America gained independence. Because of this, Uncle Sam (a personification of the nation) is situated in an extravagant setting, openly offering food to the caricature of the world. The numerous pots and pans, as well as the extensive list of food that is pictured could be ways of implying that America is prosperous and has a wealth of resources. The target audience of this advertisement is most likely to be white, wealthy Americans. By instilling this sense of pride, those viewing the advert may aspire to obtain the lifestyle that is depicted in the image.

'Colonial Progress Brings Home Prosperity' series of posters by Adrian Allinson;
displayed Dec 1930 - Jan 1931, Waterlow and Sons Ltd

The second lot of images are from the Empire Marketing Board, a set of two posters from the ‘Colonial Progress Brings Home Prosperity’ series (1930-31). The general advertising purpose of these images appears to be justifying colonialism by showing the benefits it can have. However, they are geared towards a white, predominantly male audience as they would be the ones benefiting from such practices, not the indigenous peoples. 

                The two posters act as a sort of ‘before and after set’ – with the top image depicting a group of East-Africans carrying out daily tasks. However the difference between the two is the influence of the white man – with the second image showing the addition of transport, bridges, equipment, and how the Africans are being utilised as a workforce. The ‘new style’ image tries to portray colonialism as a positive thing, suggesting it is the driving force behind the betterment of a society with feats of human engineering and other modern achievements. 

                The top image is more abundant in natural imagery, which could be a metaphor for primitivism and, what Westerners would class as a ‘backward’ way of living (carrying things manually, living amongst animals). The African people are represented in a dehumanising manner, either with scornful expressions or no facial features at all. With this lack of human emotion or individuality, they are reduced to being a commodity. Both images also show the erasure of the indigenous culture – from wearing traditional dress to adopting a western style of clothing. As well as that, they appear to abandon their former way of life and are made to work for the white landowners. 

When comparing each of the images they both share themes of racism, glorifying the West and its attitudes. They both support the assimilation of other cultures/non-whites into a Western way of living. Technology is hailed as a sign of a civilised society and progress within both advertisements, with whites championing the way in technological advancements. In terms of their historical contexts, the two images write positive accounts of American/British history, and seem to skirt over or justify any dark truths as being for a ‘greater good’. Because these advertisements are created by and for a powerful, white audience, these accounts would not have been widely disputed.