Task 1: Comparative critical analysis

The above image is an advertisement promoting an limited addition 'Uncle Sam's range' which was commissioned as part of the centenary celebration for American independence, I discovered this information when looking closely at the image, particularity the clock face.The date 1776 is present, this is the year in which America gained independence from the British Empire.

Other ideologies within this image includes the fabricated use of the American flag which suggests a time period in which America was highly patriotic, and then consequently self absorbed. This is  openly demonstrated within the 'Bill of fair' which suggests that America has invited the whole world to dinner, which is somewhat egotistic. The script conveys a stereotypical representation of each country's food habits, including an coarse suggestion towards the Irish eating raw potatoes.

The children present are labeled Dixy, West and New England all of which were the fundamental first states. Dixy was initially the home of the slave trade and therefore the link with the servant protagonist in this image is crucial, as at the time of publication having a slave would have been highly sort over, and considered something highly desirable. When adverts are in the initial stages of development an aspirational component is usually combined in order not only to sell a product but to also sell an lifestyle. I feel that this has been highly considered throughout this advertisement as an 'easier' way of life has tried to be promoted throughout the medium of luxury.

This poster was created by the Empire marketing bored around the 1930's, in an attempt to promote the best quality's of the empire back to the British colony's and to also encourage sponsors, who's money would typically be used for infer structure projects. Within the first image the protagonists appear under strain, and their facial expressions promote a sense of dishearten, this is a juxtaposition in comparison to the lower image whereby the males appear much more lively.Also the apparent change of mise en scene, including the protagonists attire, is generally superior within the second image. This difference was consciously made by the producers in order to suggest the British influence upon weaker settlements, making colonization appear positive.


Although the two advertisements I have looked at in depth advertise completely different topic areas, they also share some comparisons despite their half a century age difference. They both outline racial issues and tensions as they both believe that their empires are the greatest, and others from less economically enriched countries are inferior. They do this by picking stereotypical aspects from a country and enlarging them, making their exaggeration the new 'norm' for the countrys representation. Specifically this is shown as set examples within each text which include: presuming that the whole of East Africa live in tribes, and also by the fair bill creating exaggerated stereotypes of country, for example, the Irish only eating potatoes.

Both of the texts also represent women poorly as they are less prominent then the males. This is specifically demonstrated  in the new style as women are not present at all, suggesting that the new world doesn't have a need for women as they are inferior. This also occurs in the first text as the only woman present is serving, therefore depicting her as much less powerful than the males.