Image Analysis Task 1

A very interesting introduction to gaining understanding of visual literacy, and how we notice certain aspects digitally without realising, was comparing and contrasting two 18^th/19^th century advertisements. As they are from such a different era of design and political/cultural views (which is crucial to remember when analysing design), with such different elements to the very straight to the point simple designs we seem to aim for in this graphic design era, there was a lot to pick out.

Questions we were presented with really highlighted key areas to discuss in our small groups. Starting with society- image 1, as I described it, is a printed illustration made how the Uncle Sam Range Company wanted to portray. It was worth a look in colour on a computer too, and you can see in rich detail the wealth and happiness they wanted to portray to attract investors. From their clothes, having a slave (which in them days was a sign of having money and having their house in order), a woman of the house happily serving and tending to the table of men who represent the union of all areas of the world. Typically in these times as well, Americans would be very proud of their culture and the American dream, and the colours are extremely stars and stripes/flag based which they want to show they are proud and are the ones bringing all these other places to the table in to the business they have created. Also, other little details such as the manor through the window, the expensive clock, the turkey being cooked for everyone which is very traditional for American holidays, withholding the very important Cultural Values This also ties in with the fact they are ‘feeding the world’ by their business.

In comparison to image 2 using these points, the advertising still has a propaganda side to it by illustrating what they want customers, and business investors to see- that America are doing all good and they are who you want to work with. As you see in image 2, contrast is used very cleverly as the African’s society is portrayed as untamed/wild/uncivilised in the top image, as they are trudging through the long grass and cactus’s in the field barely clothed with woman/children/animals at risk. Then the sharp opposite to the bottom takes away those social/cultural values that would be natural to them before the American business came to town, as now only men are present, clothed and working, with boats and roads, most feral-ness gone. This is portrayed as a very good thing as they have made it a more civilised, business minded area but culturally this wasn’t the norm before.

This comes on to the next point of technology- there are two parts to this. As I just described, image 2 is about presenting what America and the East African Transport Company is doing in terms of modernizing and advancing cultures that seem so untameable. This makes it look like a very good company with a lot of control. In image 1, it is more of a fantasy image without much reference to technological advancements and more about importing of foods, which is advanced in another way for that era. The other point is the methods of printing- the first is for a newspaper, which seemed a bit earlier on than image 2 which is more like a painting or that could be a poster. In 1876 when the first was produced, being able to print your ad in all the newspapers was very big back then as everyone read newspapers and would see their business. Also, the fonts have a lot of cultural thought behind them. The first, very traditional American southern cowboy font and the second a more modern, Aztec font possibly because they’ve set up in Africa.

What is very clear is the very different Political views from our time for theirs. To us, it is shocking to see black people portrayed in such a manner, but in relation to Historical knowledge we know it was normal back then to use black people for slaves, to be the backbone of business for no price. But to people viewing this, especially business people who would want to invest money and time in to these businesses, showing they have slaves and that control looked very professional. I am drawn to image 2, on the bottom image where the ‘White man’ is stood all in white, not working, above all the workers like this is all under his control and he is proud. Both images are intended to make Americans proud and want to get involved.

In conclusion, both images are promoting a good image to get businesses to put money in, and although they are both quite different with the fact one is a total fantasy image, and the other is supposed to be realistic, we have to think it probably has a very bias element to its advertising driven by wanting investors, and not everything is as nice and under control as it seems.