'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.
