OUGD401 Study Task 7 - Harvard Referencing & Triangulation

Today we had to look at 4 different manifestos on 'The Manifesto Project' website, curated by Tankboys design collective:

'Disrepresentation Now!' by Experimental Jetset

'First things First Manifesto' by Ken Garland

'First Things First Manifesto 2000' by Adbusters


'Fuck Committees' by Tibor Kalman

1. A paragraph that shows the ability to triangulate between the four texts.

Within these four manifestos they all have a similar view that designers need to challenge consumerism and produce work that is productive and constructive, design that has a better purpose. For instance Experimental Jetset (2001) say "We believe that to focus on the physical dimensions of design, to create a piece of design as a functional entity, as an object in itself, is the most social and political act a designer can perform." Which highlights the way in which they actually produce work, also stating they will never do work for advertising. They have a clear love for graphic design and do not like misrepresentations of this such as a 'visual communicator'. They want the design work to have a purpose and represent itself not to become a representation of something else as it does within advertising.

2. A paragraph that shows close analysis of an image which relates to one of the texts.

Within this advertisement it uses a central image of a BMW. This central composition highlights the car and becomes a focal point which draws the eye. The use of a plain abstract background also help to bring focus to the car while giving the advert a modern, sophisticated look. This advertisement also makes fun of competitor Audi with the line 'Congratulations to Audi for winning South African Car of the year 2006' which is not much of an achievement. They then add the final line 'From the Winner of World Car of the Year 2006' which adds that sarcastic, gloating tone. This image highlights the views of the manifestos, how we are bombarded with with things that actually have no real meaning, this advertisement just highlights the rivalry between BMW and Audi it has no real purpose. Ken Garland (1964) commented that advertising contributes to nothing on a whole and designing for advertising is a wasted effort - graphic design is needed within more important things, a rivalry between companies is not that.

3. A paragraph that shows evaluation of one of the texts.

Ken Garland's manifesto (1964) is straight to the point and explains the issue of advertising within design. His principal idea is that people working in advertising are wasting their time and energy as it doesn't contribute anything to help society. Within Garland's manifesto we are able to understand that design produced outside of advertising potentially has more meaning and aids the world in some way. However Garland does not account for the good advertising can do such as for charities and the fact that this may offend people's professions. In 2000 First Things First try to change their tone to be less attacking and judging of those who choose to go into advertisement, which addresses the problem of offending people.

4. A paragraph that shows your ability to paraphrase, summarise, or produce a ‘précis’ of one of the texts.

The original First Things First manifesto was published by 22 signatories in: Design, the Architects' Journal, the SIA Journal, Ark, Modern Publicity, The Guardian, April 1964.
Garland explains that we have been shown all of the techniques within and design and applauded for using these skills to sell. Garland demonstrates how advertising contributes to nothing on a whole and is only wasted efforts. He does this by bringing to the readers attention the importance of graphic design and how it can aid the world, how designers skills can be used for a more worthwhile purpose.

OUGD401 Study Task 5 - Planning and Structuring an Essay

Module Question: 

“What is the relationship between branding and The Consumer Self?”. 

Which Academic Sources will you reference?:

• Ways of Seeing (1972), Episode 4, Written by John Berger, Producer Mike Dibb, UK. 30-Minute films.
• Century of the Self. (2002) Directed by Adam Curtis, BBC4. 15th March - 7th April
• Miller, J and Muir, D. (2004) The Business of Brands, Chichester: John Wiley & Sons Ltd.
• Olins, W. (2003) Wally Olins On Brand, New York: Thames & Hudson
• Alexander, J. (2010) The problem isn't consumption - it's Consumerism In: Firth, A. ed. (2011) Issues: Consumerism and Ethics Volume 207, Cambridge, Independence.

What Graphic Design will you analyse?

• Volkswagen Polo: "X-RAY" Print Ad by DDB Helsinki - Answering the need for more space. (December 2003)

• VW BlueMotion Polo - answering consumer demands for more environmentally friendly products. (January 2008)

Essay Map:

Thesis:
Branding has revolutionised and expanded greatly since the 1950’s, it appeals to a way of life the consumer aspires to, or thinks that they aspire to but have not yet achieved. The relationship between branding and the consumer is a constant power play of the unpredictable needs of the consumer and the problems and contradictions that holds for the brand to solve. 

Why?
 The reader may understand the constant struggle a brand has to do the right thing. If we allow brands to act the way they do, then they will. We have the power to change it but we have to accept that, that change will have its implications and are we willing to deal with them.

To be convinced by my claim, the first thing a reader needs to know is….

• What is a brand. This will help the reader understand what it actually is creating a better understanding of the relationship.
• The strategy branding has – our hopes and dreams. How this creates value and the impact it has within a business and on consumers.
• Why it works – because the consumer self is selfish, only wants to satisfy individual needs.
• Brands create and emotional bond between the consumer – loyalty, satisfaction, trust, protection. Strong role this has.
• The strong belief that we the consumer actually have a lot of control over brands as they are competing to satisfy us, we don’t have to buy what there selling.
• Anti-globalist views on how brands can be like a weapon that create more problems for the world like waste and declining resources.
• The way in which branding is used can be bad and for what purpose.
• Branding does a lot for the consumer, it gives them the sense of wealth, sparks jealousy and admiration. But, is is manipulating people into thinking they NEED it to be accepted into society rather than something they WANT.
• Highlight again that we are in control – people’s views change constantly; brands have to keep up with that to remain on top.
• Brands can be symbolic – Is this a good thing though? Could make you feel connected to the rest of the world or shows the influence of capitalist’s propaganda.
• Conflicting argument – brands only care about making money they don’t care how – this is true but consumers do have the power to change that. 

Vulnerability of brands is increasing – unpredictable customers and increasing consumer strength.

OUGD401 Study Task 4 - Summarising and Paraphrasing

Miles, S. (1998) Consumerism: As a way of life. New York: Sage.

Within this excerpt of the text Steven Miles looks at the way in which design has a key influence on capitalism and maintaining consumerism. Miles has a thought that 'In effect, we have come to live in a post-materialist age where the superficiality of design for design's sake and, indeed, consumption for consumptions sake has been exposed for the counterproductive social trend it always was.' (1) Within the 20^th century design now plays more of a role in desirability and sale ability of a product rather than for productivity and speed. Sparke suggests ‘For these new consumer’s appearance and life-style were becoming increasingly important and this pointed the way to products becoming a means of offering them style and social status which, in turn, called for increased product elaboration.' (2) This is because in the 1920’s the focus of products began to be ‘eye-appeal’ aimed at continual stylistic change in order to raise sales and profits. Manufacturers noticed the economic benefits of this, that something goes ‘out of fashion’. Miles also notes 'Compulsory obsolescence is the foundation-stone of the modern design industry and involves the intentional design of products for a short-term use.' (3) Designers now design things to ensure there is a constant demand for their new product. Miles is also aware of the expansion of consumerism from social change and advance in technologies as he says ‘A thriving economy and the fact consumers had more disposable income encouraged the development of an increasingly eclectic market-place.’ (4)

Reference:

1. Steven Miles (1988). Consumerism: As a way of life. New York: Sage. Chapter 3 pg2.
2. Steven Miles (1988). Consumerism: As a way of life. New York: Sage. Chapter 3 pg2.
3. Steven Miles (1988). Consumerism: As a way of life. New York: Sage. Chapter 3 pg3.
4. Steven Miles (1988). Consumerism: As a way of life. New York: Sage. Chapter 3 pg3.

OUGD401 Study Task 3 - Reading and Understanding a Text

The module question I have chosen to look at is:

'What is the relationship between branding and the consumer self?'

The chosen text in relation to this question is called 'Consumerism as a way of life by Steven Miles'.

Tone of voice:

Within the text I found that the author took an even viewpoint on the argument of a design for life or consumption designed. It was a very informed piece of writing using lot's of different arguments and research with occasionally his added opinion to a specific persons view. I felt that the text was more about allowing yourself to form opinions and ask questions and leaving it up to the reader to make their own decisions on their view.

5 Key points:

1. Design has a key influence on capitalism and maintaining consumerism.
2. Design has become exposed as a counterproductive social trend. During the twentieth century design plays more of a role in the desirability and saleability of a product.
3. The variety of areas of consumption have extended to the consumer due to advance in technologies and social changes.
4. In the early days consumers were uneducated on style and taste and products were made for the purpose of speed and saving costs rather than style and status symbolism.
5. In the 1920's the focus of products began to be 'eye-appeal' aimed at continual stylistic change in order to raise sales and profits. Manufacturers noticed the economic benefits of this, that something goes 'out of fashion'.

5 Key quotes:

1. 'In effect, we have come to live in a post-materialist age where the superficiality of design for design's sake and, indeed, consumption for consumptions sake has been exposed for the counterproductive social trend it always was.'
2. 'For these new consumers appearance and life-style were becoming increasingly important and this pointed the way to products becoming a means of offering them style and social status which, in turn, called for increased product elaboration.'
3. 'Compulsory obsolescence is the foundation-stone of the modern design industry and involves the intentional design of products for a short-term use.'
4. 'A thriving economy and the fact consumers had more disposable income encouraged the development of an increasingly eclectic market-place.'
5. 'Style, and hence the meanings people invested in design, became a social value in it's own right.'

OUGD401 Study Task 2 Finding Research Source

On Tuesday the 13th of October our task was on finding appropriate research sources, mine is in relation to any method of protest graphics. The first thing that I did was went into the library to see what I could find in relation to it.

These are some of the related books that I found:

Disobedient Objects by Catherine Flood & Gavin Grindon

DIY Culture: Party & Protest In Nineties Britain by George Mckay

Protest Graffiti Mexico: Oaxaca by Louis E.V. Nevear

The book that I thought best showcased information and pictures on protest graphics was 'Disobediant Objects by Catherine Flood & Gavin Grindon'. The reason for this is because it showed a broad range of information exploring the material culture of radical change and protest. It is also unique in the fact that instead of focusing on specific events it focuses on the objects used within which is more universal. I know this book has credible information as it goes along side an exhibition which I have been to at the V&A, therefore it is traveled it has been to different places in the world, making it clear that it is a reliable source.

OUGD401 The History of Image

Today we had a lecture on the history of image, I found this really interesting how it explored the possible interpretations of what an image communicated. 
Scholars of the west believe that the first visual image was approximately 17,000 years ago in the Lascaux Caves in France. One of the possible reasons these images were created was to communicate with the God's, they were images of power and magic. This idea that images were created to show power and even wealth is very commonly reflected through art.

The way an image moves people and makes them think, feel and do things in a certain way due to that image is really fascinating. Cy Twombly's work is very emotional and took part in the abstract expressionism movement. His work actually bought quite a few people to tears when they viewed his pieces whether that was due to the work itself or the whole sombre idea of the actual artist himself and his suicide.

As time went on images started to change in some ways, such as is it only famous because society says so? This could probably be said of the Mona Lisa by Leonardo Da Vinci. They also started to challenge the heir-achy, plan an attack on cultural authority and even challenge the traditional, forcing a particular view on people. I believe that the way we view an image has changed in many ways because now we question the image answer back and interpret differently, I believe the viewer holds more power placing the image.

OUGD401 Visual Literacy

On Wednesday the 7th of October we had a visual literacy lecture where we learnt exactly what it visual literacy means along with some related terminology.

Visual Literacy:

• Ability to construct meaning from visual images and type
• Interpreting images through time and culture
• Producing images that effectively communicate a message

I found this lecture quite self explanatory it was easy to understand and follow. What I have gained from this lecture is taking into consideration exactly how people are going to read an image or symbol and make sure the design is clear enough for a wide range of different audience to understand. This information gained from this lecture will come in handy with the new brief with have been set on logo type. I hopefully will be able to translate the relationship between form and meaning, and the way meaning is created through it.

OUGD401 Study Task 1 Image Analysis Exercise

On Wednesday the 7th of October we had our first context of practice exercise. We began by looking at what visual literacy means. 

Our ideas of what visual literacy is:

• Images representing ideologies, mood, feelings, portraying a meaning / purpose, aesthetics.
• Visual storytelling
• Communicating
• Different types of information
• Reading an image

Comparing and contrasting the two images:

1. The Uncle Sam Range (1876) Advertising Image by Schumacher & Ettlinger, New York.

2. Empire Marketing Board - 'East African Transport Old Style' and 'East African Transport     New Style' by Adrian Allinson.

The first image is clearly hand drawn and uses a serif font which reflects the time period. The image is actually unclear as there is so much going on, there is also a lot of hidden text that isn't legible unless you look very very closely. It also seems very unorganised like they have tried to cram in as much as they possibly can. This contrasts against the second image as its is cleanly printed due to the advance in printing at the time. Therefore it can also be easily reproduced whereas image one would be time consuming and very hard to do. The second image uses modern type in sans serif form which immediately gives the image a more modern look that can be easily reproduced. Arrangement has also been more thought out in the second image, things have been placed in certain ways to influence the viewer and so that it is clear and bold.

Within the first image a women can be seen serving the food which indicates the gender equality at the time, women were only really associated with domestic responsibility. There is also a slave half in the picture representing the upper class, as having a slave shows wealth and power. This clearly indicates who the target audience for this advertisement is, the upper class. The clothes and the fine food hint at the wealth and shows how it is beneficial to them. Compared with the second image which is very thought out and set up in way which makes the viewer think that the new way of trading actually helps them as much as it helps you. Workers can be seen working happily in the new style of transport and it does not show any women or children hinting that it is actually safer for them. They can also be seen now wearing clothes. This social engineering helps the viewer to believe this to be beneficial and an improvement to both parties when that is unlikely to be the case.

In the first image there is a large amount of imported foods and there is an indication of a celebration. This portrays to the viewer that this is a positive and good thing and that America are able to feed there people with an abundance of food. America is shown in a very bias standing, showing they are in power and they are actually helping the world, bringing it together. The clock in the picture also refers to independence and the people round the table reflect a united America. This exaggerates to the viewer that America is the country that is changing the world and this is how you can do your bit as an american to help. The cartoon style is very in your face, boastful, showing how proud america are and how patriotic you should be to your country.

Finally the second image is very western directed, aiming to appeal to white people. The before and after effect of the poster series really emphasises that we are helping to develop and improve their country - look how much better it is. This will appeal to people as it seems more civilised something worth investing money into. What is clear within both is the exaggeration of what things are actually like, they are both set up and no necessarily truthful.