What was the main purpose of the tar and feathering shown in this British caricature of the colonies

The main purpose of people tar and feathering during the early wars of American history is to send a message. Not only to intimidate their enemies but also to embarrass them.

But during the during the war with Britain, the colonists tarred and feathered British workers in order to protest their taxation without representation. The whole war started when the kind started to make and pass acts that affected the colonies without telling or asking them about it first.