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.