Shumacher & Ettlinger + Saville Lumley
The two advertisements/posters from said artists come from a very similar period in time. Both show examples of hierarchy in a traditional/outdated way when compared to today's values.
For example, in the top image, America is depicted in a very grand way. Uncle Sam is characterised as distinctly American and powerful with a strong red, white and blue colour scheme. His male authority is shown as a female serves food and children sit at the table in harmony. Not only that, a black servant is preparing the food for his master, something which has become very outdated and taboo by today's standards.
The font is strong and bold with a serif form, typical of times before the Bauhaus type designs came into fray many years later. The image uses Uncle Sam to depict a wealthy American man with his family in a comforting home showing power and success as he tells a characterisation of The Globe what to write in an intended list. My impression, is that, this image is targeted to the American working man and shows what he could achieve as a member of the Army.
In the second image, by Saville Lumley, a well dressed father figure is seen being idolised by his daughter as her brother plays happily at the foot of his Dad. The image is somewhat brainwashing propaganda of World War 1 enlisting, due to the nature of what it's based on and the little boy simulating War with his toys. The image displays what an audience could imagine to be themselves after they succeed in War and are therefore respected and held to high regard by their wealth born children.
The font is similar to that of handwriting, bringing forth a more human context. It's quite clear that it's a generalisation of what the man's daughter is asking him. The man himself is looking outwards, towards a viewer of the poster, as if the question is aimed at the person looking at the poster. The idea of the advertisement is to encourage men of the time to enlist and fight for a future they could have, illustrated for them on the poster. The image doesn't have any overbearing political value unlike the “Uncle Sam” one as the purpose is to relate to the average family man who has no desire to fight for politics but more so the lives of his family.
