Task 1

Image Analysis

The Uncle Sam Range (1876) Advertising Image by Schumacher and Ettlinger, New York

Empire Marketing board - 'East African Transport Old Style' and 'East African New Style' by Adrian Allinson, from the 'Colonial Progress Brings Home Prosperity' series of posters.

Both of these images centre around the theme of social hierarchy. Culturally, the images were expressing the view that White races are superior to Black races which is suggested within the composition.

Firstly, the 'Uncle Sam Range' advertising campaign features a group of upper class, well dressed American men sitting around a table in the centre of the image. The clock on the wall displays the year of America's independence (1786) and throughout the wallpaper, carpet, curtains and clothing a rather garish American flag is featured, implying a sense of how patriotic America was at this time. The poster would have been a mass-produced print and the font used is gold, clashing and over the top, indicating wealth.
Whilst the poster focuses on the White Americans in the centre of the image, the dark shadowy area shows a Black child cooking for them. This has been overlooked completely when it comes to the structure of the image and is very out of place. 

Although less flamboyant, these social themes are also depicted in the New style 'East African Transport' poster. The stance of the White British man indicates power and wealth. He is fully clothed, has a strong build and is the only person not doing work in the picture. The Black people in the image have almost no characteristics and have been drawn very similarly. This suggests that the audience of rich British people in the industry see there slaves as one entity and not as individual people. Certain stereotypes are still depicted in the Old style 'East African Transport' poster. However, there is more of a sense of community. Culturally, all the people are sharing the work load and walking together with their children.

At the time, the bridge advertised would have been seen as sophisticated and the cutting edge of technology. Technological advances can also be seen in the 'Uncle Sam Range' poster when claiming to 'feed the world' with their new top of the range cooker.
The role of women within in the images is to take a back seat, the men are in charge and hold all the power. In the first image, the woman is a housewife serving food to the men. Her role is to keep the men satisfied while they deal with the important matters. Similarly, in the Old style 'East African Transport' image the women also have to care for their families, however in the New style image the women are completely absent. This indicates a certain view on what was expected of women and what was seen as acceptable at this time.

In terms of politics, both images represent the need for power and an empire of some sort. With the 'Uncle Sam Range' this is the belief that America is superior which is shown in the stereotypical list of suggested foods for each individual country. Likewise, the second image hints at political and historical references as the British Empire was assisted by the exploitation of slaves, segregation of Black people and slave trade.
Both images highlight white supremacy, making racism acceptable in society and a tolerated part of culture in the western world at this time.