Although the two images serve vastly different purposes, one being an advert for a cooker, and the other attempting to recruit soldiers, they attempt to accomplish their goals through obvious manipulation of the viewer.
Within the first image, it attempts to blackmail the viewer into signing up for the army, by sending them on a guilt trip. It presents the viewer with an image of a future where he has not taken part in the war, in which he is filled will shame. His children ask him about the war, however he cannot answer them. Even his son plays with soldiers, an image which says, “If I was old enough to fight, I would.”
The choice of typeface, and typographic devices used, further manipulate the viewer. The text flows well, and the over exaggerated serifs make it appear gentle, which is appropriate, as it serving as the voice of a small girl. The section of text which stands out most is the “You.” The word is exaggerated, by being in completely uppercase and underlined. This is no longer the daughter speaking to the father; this is the poster speaking directly to the viewer. “What will you do when your children ask you about your war stories, and you’ve nothing to tell them?” There is a clear juxtaposition between the choice of typeface, and the message being presented, which has an extremely powerful effect.
The typeface in the second image, the cooker advert has a different effect. The type is bold, and patriotic, the kind that would be used in a saloon bar. Everything about this image screams “America.” The walls are plastered with stars and stripes, and although the purpose of the image is to sell a cooker, it seems to be more concerned with presenting America as a superpower. A prime example of this is how America and the rest of the world are presented. America is represented by Uncle Sam, the personification of the American spirit, whilst the rest of the world is represented by a ridiculous caricature. It should also be noted that Uncle Sam is larger than the “rest of the world,“ which further solidifies the idea of America’s superiority. An aspect of the image which further attempts to establish America as “the best,” is that fact that cooker is covered in pots, while the world seated around the table waits to be fed. This clearly translates the message of America being powerful enough to feed the rest of the world.
Both images are aimed at clear audiences. The War propaganda poster has had to be considerably more subtle. Whilst many of the working class males at this time would have no choice but to go to war, the middle class would have had the luxury of being able to chose whether or not to they would fight. Posters telling them their country needed them would have no effect; these men were well educated.
The second has a much more widespread audience, meaning no subtlety is needed. The image presents the working class with something which they can aspire to. It attempts to entice the viewer with the notion of wealth. This is translated through the slave. Not all families would have had slaves, only the rich and powerful. The image is basically saying to the viewer, “if you buy this cooker, you will be this powerful!”
