This first photo is an advertisement for a cooking stove. It was created in 1876 which can be reflected by the dated typeface and layout throughout the piece such as the text "The Uncle Sam Range" stretched across the image to resemble a 3D look. The main body of text stands out due to being in all capitals yet is hard to read due to the background behind. The subject of the image is another outdated element of the advert. I feel it shows how America had, in their eyes, been leading and feeding the world for one hundred years (as seen on the clock pointing at 1676 and 1776). The obvious thing seen in the photos is an American serving food well renown to its country of origin to an illustration of the world. Despite this showing promising things about America, the advertisement shows a slave using the oven to cook all the food. This can be interpreted in a number of ways such as Americans only being thought of becoming one of the leading countries in the world with the help of other countries along the way. I don't believe this is what the photo is trying to show this due to the American flag printed all over the walls and floor in pride and will want to show the world they did it by themselves. I believe that, as well as the oven, this photo tries to advertise and promote the idea of a slave as an accessory. This would also fit well into the time frame due to the image being created in 1876 which is a time when slavery was at it's peak and having a slave would be as much of a fashion item as using one to help around the house.
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| Advertisement by Schumacher and Ettlinger |
East African Transport Old and New Style
The text seen in both images is a san serif and block capital typeface. This eye-catching type will have been used to try attract the attention of their target audience. From studying the photos i feel the target audience would be the natives of east Africa as the photo seems to be being used as propaganda to convince them that the westerners are here to help. The image showing a faster way to travel around and also shows the natives in clean clothes promising a better life. Another thing i noticed was the absence of women and children which means the white people have made it easy enough for these people to be left at home and not be needed. Despite this I noticed that the westerner is not portrayed as doing work but guiding the boat as if he is guiding the way for the natives into a better life. From past knowledge and research on the slave trade I know that the westerners manipulated groups of people to work as slaves; because of this the target audience maybe more directed towards skeptical Europeans to try convince them that what they were doing was good and was not against any human rights. This would stop any controversy in any of the westerners home nations trying to stop the truth of the slave trade and the problems it caused.
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| Empire Market Board by Adrian Allinson |
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