The two images above may look like two completely different things yet once looking closer into them you can see they have very similar themes which are used quite subtly.
The first image shown is an advert for Uncle Sam’s range of cookers. This advert focuses on how America is of a higher status than the rest of the world how they are superior. The American theme is all over the image from the carpet to the eagle which is a symbolic part of America. The first clue to unpicking this piece is the clock which is on the wall, it doesn't tell the time but states two dates. “1776 - 1876” this means the 100th Anniversary of the Independence day.
The main theme looking at the other image is to do with the Military. The image looks quite dull and has a strong world war propaganda feel towards it. The hidden symbols throughout are the royal symbol of the Rose and fleur de lis which makes up the chair’s fabric. This again may not look like an advert but it is. The image was produced during the first world war and aimed to almost guilt trip people to enroll. Lumley used emotional blackmail to get the point across in this image with subtle references to try make the army come across as something of a life changing job. The mans daughter is sat on him reading a book named “ the great war” and pointing to an image which we can imagine is of great importance. At the bottom of the poster it states “ what did you do in the great war” the message is everywhere on this image. If you put yourself in his place then it seems like the only thing to really do. The son plays on the floor with toy soldiers which i suppose means if he was old enough to join the army he would. This leaves the man in the image unable to answer his daughters question and then you put yourself in his place. Do you want to make a difference to the great war?.
The Uncle Sams Range poster offers alot of extra details which could easily go amiss at first glance. There are two boys and one girl sat at the back of the image with titles on their hats “west” and “dixie” are written on the boy’s hats. Dixie sums up the southern states of America and the West refers to the wild west, land of the free and where money can be made in the mines and an overall great life. “ New england” was written on the girls hat, New England is where the imigrants and new settlers would stay this could somehow be shown through the girl as weak and not as strong as the males who are True Americans. There is a black man working the cooker and a woman serving the food, this isn't just for show, back in 1876 slavery was a symbol of wealth and again superiority. The woman serving the food again refers to the age as power in the sexes was also the norm.
In the Uncle Sam Range poster, social context is apparent. Racial segregation was prevalent during the time (1876) and the black slave towards the left hand side, is using the cooker to prepare food for the 'family' who are dressed in wealthy (and patriotic) attire. The man in the forefront acts as the main focal point due to his powerful stance and his doting wife who is serving the food exposes the dominance in sex. Sitting at the table are several other 'characters' which all have individual meanings. The two boys, labelled 'Dixie' and 'West' symbolise different parts of America. The term 'Dixie' is usually defined as the 11 Southern States which form the Confederate States of America whereas 'West' is in reference to the wild west - a 'land of the free, home of the brave' which gives a sense of freedom and prosperity. 'New England' however, portrayed by the girl to the right of the two boys, is a place of settlers and immigrants; the fact that she is female is no coincidence. Aforementioned, females were the less dominant sex and were defined as 'weaker' or less able than men.
The globe in the image is holding a list which has different countries and different food’s written on it. This list shows an assortment of odd and weird combinations of local foods found in that country for example “ Irish, Potatoes, Fried, Boiled...” this shows how advanced America is that they can not only cater to creating all this food but to then have better food than requested which brings a sense of sophistication to the image.
The war image has a huge impact by calling it “The Great War” which means the war has been won and was a great success and meaning the man in the image has missed out on an opportunity to show his bravery for not just his family but for the country and have it documented for the rest of time.
In conclusion both images make out that there country is great and makes the viewer want to buy into something. The Uncle Sam’s poster is abit harsher with its means of doing so yet once looked deeper into Lumley’s image emotional blackmail is present which when linked with something so life changing as joining the army is quite scary how powerful Message in Image can be.
