The two posters have many comparisons and contrasts. Firstly the style applied to the images. The American poster follows a very patriotic theme, red, white and blue colours, and the font is of a western type that is unique to America at the time, reflecting images of power and patriotism. Meanwhile the British poster uses more realistic pastel colours which create a feeling of calm and serenity. The font on this poster is in italics and is also hand-drawn, giving it a personal feel, like a letter that has been written to you. However the British poster also has subtle patriotism, in the English Roses on the curtains and the Duke of Edinburgh's ensignia printed on the seat.
The purpose of the British image is to recruit middle class men into the military, men who would otherwise be living comfortably, by making them feel guilty that they are not helping or sharing the glory. The girl is asking her father what he did to contribute to the winning of the war. He looks to the viewer with an expressign that either says....
- "I did many things in the war and I am very proud."
- "I didn't join in and will regret it for the rest of my life, because my children will not respect me."
.... depending on which way the viewer looks at the poster. The man also looks forward as if to pass the question on to the viewer personally. The poster was designed years before the end of the war but it is very much implied that the war has already been won. Firstly the war is considered "Great" in the poster, also the family looks well off; the boy is playing with nice toys, and the girl is reading a book, signifying wealth and education. All are well dressed. The toy soldiers are also very significant, they are the queens guard, the most aspirational regiment of the time. He is playing with them as if to imply that he may saying "even I can see that this is right and I'm only a child, I'm having fun and you will too". The soldiers also convey the idea that the war is just a game, the same as toy soldiers, 'and no-one gets hurt playing toy soldiers, do they?' The poster is set in and aspirational future where all is well in the world, except for the guilt ridden.
In contrast the American Poster is much less subtle in coveying its message; 'that America is the newcomer but is already light-years ahead of most other countries, especially when it comes to food, so you must buy this new cooker.' The imagery of the poster shows us that all of America has invited the world over to tea, and that the world is very impressed. The poster once again is aimed at middle class men, this time less educated people who could be persuaded by the tacky message. The slave and wife (domestic slave) follow their proper roles according to men of the time, in the setting of a grand house with a grand cooker. Again the poster is one of aspiration, its says 'buy this and all will be well with your family'. The three children signify territories of America that are growing strong and well-looked after.
In summery the two posters have four main points of comparison:
- Both adhere to the middle class.
- Both display images of Aspiration, a bright new future.
- Both are aimed at a male audience.
- Both carry national symbols and and are Nationalistic.
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