The main purpose of the image for The Uncle Sam Range is to advertise the cooker. It suggests that this brand has the ability to feed the world as Earth is sat at the dining table; it is a metaphorical dinner party. The house in the picture is decorated solely with American themed items, the illustration is obviously aimed at an american audience. The image was created in 1876, which is 100 years on from the declaration of independence. This could be interpreted as a way of showing how far America has come in 100 years; this is further supported by the image on the clock showing the date of the declaration of independence and present day. It is predominately aimed at white people and suggesting that life would be improved with the purchase of this item; however, whilst you have the white people socialising at the table they are being served by a black woman, this depicts the problems with race that were still rife at the time of the illustrations publication.
Similarly
the images of the East-African Transport also show this separation of races. It
is suggesting that the white man has more authority and power over black people
and their culture. The pictures main purpose is to communicate to British
people that colonialism is just. In both pictures the black man is seen working
for the white.
The
old style East African Transport shows a very basic understanding of
technology, people living a simple life. In the new style we see more advances
in technology such as bridge-like structures and vehicles. This is suggesting
that technology is progression and that by being taken from their native land
these people will automatically be living a higher standard of life. However they
are being stripped from their culture and heritage. This is shown through the
difference in clothing from the first to second image, they are no longer in
their traditional tribal wear and instead in plain white clothes. Therefore it
is more an illustration of technological determinism.
Overall both images are aimed at the same audience of middle class white people. Both are persuasive illustrations, the first being an advertisement trying to get people to buy the product. The second an image trying to justify to people that colonialism is a justified act.
