OUGD401 - Study Task 1 - Image Analysis

In this lecture we discussed and analysed two different images to get to grasps with how an image can portray a meaning. We used our new found knowledge of visual literacy to read into the images  The Uncle Sam Range (1876) advertising image by Schumacher & Ettlinger, New York and Empire Marketing Board - East African Transport Old Style' and 'East African Transport New Style'. We were asked to look into the society culture technology politics history of the images and compare and contrast the differences between the images. I personally found that by looking at each individual aspect, it was almost impossible to not end up talking about another one. Even though they seem to be five random topics to talk about, they are actually quite related when analyzing a piece of art.

The image can be analysed by using visual literacy by looking at things such as the slaves which are in the image, the old clothing and the 'Uncle Sam' lettering on the floor which suggests that the image is in 1876 America. The list in the image shows trading between different countries and the text in the image says 'Feeding the world by the aid of the Uncle Sam range'. This suggests that america is feeding the world when in fact they are actually starving the world and using slaves to the benefit of America. The image is extremely patriotic in a cartoony way suggesting that the target audience is america and that the image is celebrating in a very jokey way just how wealthy and powerful america is. The dates on the clock also relate to the united america and show the dates which america became independent which is another area which the poster could be celebrating. In hindsight we can see that the image is celebrating the ignorance of america and just how much america was destroying civilizations and cultures for their selfish own benefit. In 1876 when the image was released, Americans thought that by introducing new trade and technology they were actually helping the different cultures of the world. This shows the power of propaganda and shows how powerful graphic design can be when manipulating peoples opinions. We see it now on every advert on television it is just unfortunate that back in 1876, propaganda was being used to convince the people of America that slave trading was good.

This second image could be advertising to the natives that the new style of transport is better as the image does not show the African natives in chains, it only shows the African people with a better way of travel by using boats and jeeps. It also depicts the native people looking happier on the bottom image under the rule of the white man. On the other hand, the target audience could be the Americans as the image does not show the true brutalness of how we were using slaves. The image does not show the slaves in chains, it depicts that we are helping the natives as the old style transport was all done by hand whereas the new style transport is using boats and jeeps. The image also does not show women and children working and shows that we are almost giving the natives equal rights when in fact the propaganda is fake. This is a good lesson to learn when analyzing the media and makes you realize that not everything we see or hear in the media is true. The image shows the English trying to help the natives develop and not treating them in an unfair way, this could be to try to convince buyers and investors that they aren't doing anything wrong and that slave trade is actually a good thing.

I believe that the second image is the outcome of the first image. Where in the first image they are discussing the slave trade and trading around Europe, Asia Africa, the second image is the actual trade and travel. The people in the first image all represent the trading of different countries.