OUGD501: COP Lecture Consumerism

Consumerism Lecture- advertising, desires

Freud's model suggests that as humans we have animal instincts which drive us to act how we do. These are unconscious thoughts which are driven by genetics and are purely biological. 

Adding to his theory about biological instincts he suggests that human instincts do not match society and they can fight against each other. Certain instincts are not seen as acceptable in society. 

Edward Bernays 

Edward changed the way certain objects or things were presented to the public. He attached the idea of "desires" as mentioned previously to products which were unrelated. He attached desires that people wanted to objects which then in turn made people desire the object because they were buying into an idea. This meant that they thought they'd have their desires met by purchasing unnecessary goods. In this example he represented the cigarette as a lifestyle that was admirable. In the easter parade he placed a elegant and sophisticated example of a feminist forward thinking "suffragette". This then in turn meant that women viewed cigarettes as an example of their own freedom and independence which was desirable all brought together by the quote "torches of freedom". 

The introduction of the idea of "Fordism" fuelled consumerism at the time. The philosophy was to produce mass amounts of cars in a production line as models were built as they moved through a factory. It provided increased amounts of productivity which then concluded to higher profits and therefore higher wages for workers. This ensured that the workers could actually buy what they had produced. 

Based on what Bernay's spoke about previously products are now placed with an idea or a desire. An example of this is car adverts in particular this one. The shot is actually of the full car but due to the framing of the shot the car is placed with an expensive and classy/sophisticated house. Which therefore indicates that if you purchase the car you will be viewed in this way as being rich and sophisticated. Companies continuously compete with each other having similar products, the difference is how they are branded and presented to the public to gain an audience and eventually sales. The desires can be split up into sections such as these below: (Packard)

Adverts can also be based on Maslow's Hierarchy of needs: 

The more expensive products tend to focus on objectives and desires which are higher in the triangle as they are harder to achieve and fulfil. For example self esteem and  confidence is something most people find desirable and want to achieve and companies and products will use this to sell. 

Consumerism is also how products can be sold to form the illusion of democracy. It sells the idea of freedom so we believe we have choices. But it is in fact that we only have a limited amount of options to choose from, therefore not completely democratic. 

OUGD501: COP (essay crit)

Crit: 

Question: "How is printmaking used in contemporary graphic design?"

V&A- Prints are a vital and vibrant link between the museum and the market place, the elite and the everyday. 

I have taken out some books in the library where I can start to research the following points:

Look at craft theory texts and the idea of 'aura'. 

Digital technologies no not replace print, but work alongside and extend choice in art and design. Discuss what print is now used for with examples and why it isn't just used in galleries. It is appreciated by those who are cultured and enjoy artwork which isn't designed for function over form. Research into the different printing methods for the practical element of the brief. 

I received positive feedback and that instead of concentrating on the practical element I should begin to write my essay and research into the area of print. The practical part of the brief should then in turn follow on naturally. It was agreed that print is quite artistic and creative which is quite different to most functional designs therefore suits my design style on the whole and outlook on graphic design. 

OUGD501- COP essay

Through the tutorial it was identified that my question proposed was definitely valid and that I could write an essay on "How is printmaking used in contemporary graphic design?". However I need to consider how this question will work into a practical piece afterwards.

It was suggested that I could take something which is entirely digital and change it so it is in fact a printed version of something such as a letter pressed tweet. I actually managed to find work that already existed along the lines of this however most of the quotes were from Rupert Murdoch. 

http://michellevaughan.net/letterpress-prints#/i/0

Something along the lines of this could prove the value of print and the by using the idea of craft it takes comments which are seen as disposable online as something to treasure when it is present on beautiful stock. These ideas need to synthesise the practical element of my project with the essay. I could perhaps take something which is meant to be only digital and create it into print using different production methods at Vernon Street print room. 

OUGD501: Task 3- Connections & Research Question

Making connections seminar: 

Deconstruction (Derrida)

Derrida questions assumed hierarchies and structures within society. 

Derrida is completely against the dominant ideologies of western culture and how we see hierarchies. Deconstruction rejects the idea of a hierarchy and a structure because each item or word/ phrase inhabits the other. For instance here the example is reality and representation, western culture would argue that reality is more important but representation would not exist without reality and reality would not exist without the personas of representation. Representation builds parts of reality and it inhabits it, they therefore work together rather than one being valued more than the other. Deconstruction is therefore the rejection of hierarchies and structures, it is a blend of different parts which inhabit and work alongside each other. 

Speech was initially seen as being valued higher from intellectual lecturers, as they thought speech had a higher impact than writing ever could. However they both work together because speech is a version of the written word and writing is parts of speech shortened. 

Therefore typography, as part of graphic design, is a form of the written word. Writing is an expressional form and condensed representation of speech. Writing therefore as an expression can then be condensed further into what is known as typography. Typography is part of the written word and type on a page can challenge conventions of narrative and content. 

Deconstruction argues that typography and the written word are not separate. But in fact that typographic adjustments can make great impact on the written word. 

Glass is an interesting book and also piece of graphic design because it uses the written word and fragments the book into sections of columns to separate different parts of the narrative. Graphic design in this instance directly impacts how we read this text as a form of the written word, therefore showing that design has a direct impact on how we read an interpret words/ narrative. 

Pastiche: Jameson

Pastiche uses styles from the past as a form of postmodernity. It uses different parts of the past and puts them into current graphic design as a celebration of history and style. Pastiche is unlike a parody because it doesn't contain the motive to mock the style used, it is in fact a neutral form of expression because it is a repeat of what has been used before but without a need for a comment/ comedy influence. 

Jameson argues that capitalism uses older styles simply to sell goods. It is not a celebration of history and the past but it is in fact merging into the present day only through products which are repeated, it is not a true representation of history. Therefore Jameson believes that pastiche is used to sell goods and to sell the idea of the past and a style, rather than being informative of its history and using a style where it is relevant. 

The example above is stranger and stranger and they use a victorian aesthetic to create the alcoholic branding and packaging which is present in the hand drawn type, muted colour palettes (generally) and the drawings which are reminiscent of victorian etchings. 

Examples of pastiche: 

The use of 1950's aesthetic within current cosmetics and feminine branding:

(Soap and glory & benefit cosmetics) 

In terms of graphic design pastiche is useful for branding and other forms of design because of its depth in history, It is important to look at what has been used before to understand the codes of certain typefaces for instance. It is difficult to create design which has no cultural or history reference, so therefore it is important to be informed correctly and use influences from the past when necessary. Pastiche is used as a tool to communicate messages within design and is especially useful in branding because it allows the audience to feel comfortable because they have seen elements of the visual style before. 

Forming a graphic design question:

- Printmaking theme

- Printmaking is used in fine art and galleries but how is it relevant to graphic design?

- Modern technology such as fonts are now widely used, why are techniques such as letterpress still used within graphic design even though we have a wide variety of sources on a mac/ adobe suite?

- Digital printing and lithographic printing are now common practice within commercial print, why is there still a need for traditional printmaking techniques?

- Last year my context of practice essay was based on the Victorian Arts & Crafts movement and heavily based upon William Morris and socialist attitudes to art and design. I found the subject incredibly interesting and I benefitted from having a small introduction to some of the printmaking methods available. The briefs on the practice module have small time frames so I have found it difficult to be able to find time to produce work which is screen printed or uses traditional methods, I quite enjoy the experimentation and making which comes with these processes. It would be a great opportunity to further pursue this using my context of practice module.

- How is printmaking used in contemporary graphic design?

What is its place? Limited edition prints within galleries and high-end design (only)? Why is it still used today when technology is far more advanced and we do not have the limitation like those in the past? Why is craft and printmaking seen as expensive and of a higher quality? What is printmaking's place in contemporary graphic design?

OUGD501: Task 2 (Ethical design)

Task 2

“The second CoP seminar and practice session focused on the themes of society and politics, and the ethics of the Graphic Designer.. To extend on this, you are asked produce a critical analysis of one piece of Graphic Design, drawing upon at least three of the four seminar texts (triangulation) to deepen your reading. It is expected that your discussion will comment on the socio-political contexts of Graphic Design, and the responsibilities of the creative within these contexts.”

Oxfam Campaign: Be Humankind

https://c1.staticflickr.com/3/2209/2541973164_8dd4c6c90f_z.jpg

Graphic Design and Advertising have always been closely related but since the rise in consumerism in the 1960’s post war where families had a larger disposable income designers were needed to sell and were used for their skills to make money. However design can do more than just create money for large corporate brands from their products, which are not a necessity in someone’s life. The first things first manifesto of 1964 states that adverting useless products is a “high pitched scream” and that this type of consumerism is “no more than sheer noise” therefore rejecting the idea that designers may only be used for selling. 

The campaign I have chosen to focus on is by Oxfam and uses the tagline “Be Humankind” with the purpose of creating awareness with the public about the issues in our world currently. The campaign works much like that of advertising because it is used as a tool to gain money, however for an entirely different purpose. The manifesto as mentioned before from 1964 suggests that design should be used to create a “greater awareness of the world” and this campaign definitely shows this through its purpose of wanting to change people’s minds on how the world is viewed. The campaign states; “Everyone deserves life’s little luxuries. You know, food, water, that sort of thing.” which mocks the idea of consumerism and what we consider as needed. It suggests that our view of what is seen as important needs to be changed. The viewer and audience of this campaign would be someone who has a disposable income and would consider these things as part of their lives however they are highly overlooked as more expensive items are considered of a higher value. Some people around the world do not have these “luxuries” and this shocking statement makes people question their own lives. 

The idea of a need for change is also suggested in the updated manifesto of 2000, the manifesto follows the same principles as 1964 but is definitely seen as a higher state of urgency that “environmental, social and cultural crises demand our attention” which could been argued is a form representation of a designers views and impact on the world. Rick Poyner comments on the previous manifestos mentioned and in conjunction with this he states that Katherine McCoy (American design educator) argues “design is not a neutral value free process” which furthermore adds to the idea design and in particular designers themselves choose to be part of brief’s and campaigns which follow their own beliefs. This means that designers no longer have to be a part of consumerism if they do not wish to be, but this could also suggest designers can do both, they can make money through consumerism but play their part in doing good too. 

Bierut’s 79 short essays comment on many aspects of design but one in particular questions what would happen if every designer were to transport themselves away from the money making business of selling products. He questions what would “happen when the best designers withdraw from that space”. This questioning provides a key purpose in design and advertising it is to make what is a moneymaking market bearable. If designers were to leave consumerism and the act of selling goods, products would be poorly designed and would in the end contribute to a lack of money. As designers it is important to consider ethical elements within design and it up to the individual to decided what projects and briefs they wish to partake. The 1964 manifesto in fact never stated that they were completely against the act of selling, in fact the manifesto states; “we do not advocate the abolition of high pressure consumer advertising”. This therefore means that designers are not condemned for creating work that is used to sell, but simply educated that there are other ways in which to use your skills, knowledge and experience. 

Bierut also argues that the designers who signed the 2000 manifesto would be “unfamiliar to the average rank-and-file American graphic designer” his opinion suggests that these designers have previously made their popularity through the system of consumerism and they do not worry about income and therefore can partake in creating work for campaigns like the Oxfam ‘Be Humankind’. Ethical design I believe is an important part of society however younger designers must be allowed to be excused from the judgment of those who have a higher income. Those who are more popular and have a higher income should therefore take it upon themselves if they do so wish to partake in charitable work and to use their skills and knowledge to create a difference. Oxfam employ intelligent and creative designers for their campaigns, which use the skills from advertising to create a reaction from the audience, which in this case is not to buy a product but to want to make a difference and donate. 

Texts used:

Garland, K. (1964) 'First Things First Manifesto', self published

Lasn, K. et al (2000) 'First Things First Manifesto', Adbusters

Poyner, R. (19990 'First Things First: Revisited', Emigre 51

Beirut, M. (2007) 'Ten Footnotes To A Manifesto', in 'Seventy Nine Short essays On Design'

OUGD501: Triangulation & Ethical design texts

Triangulation refers to a process where you compare and contrast different texts in relation to your argument (3 or more).

First things first manifesto 1964:

The 1960's saw the rise of consumerism post war due to a higher disposable income. 

Designers are selling out and are used to sell unnecessary products. (these do not contribute to society in a positive way).

It is considered a waste of talent and creativity to focus on selling.

Designers should have principles and ethics.

A reversal of priorities and not a complete rejection of advertising.

A collective and shared responsibility by a group of people.  

Advertising as part of consumerism is considered a "high pitched scream" which is "no more than sheer noise".

Design should create a "greater awareness of the world" through campaigns and other forms of design which have a positive input on society. 

First things first manifesto 2000 (updated version of the 1964)

This manifesto is focused on students as well as graphic practitioners, the need for education and sharing the knowledge of creating design which does good leads on from the end of the 1964 manifesto where it states they wish to "share our experience and opinions".

This manifesto is definitely viewed as more urgent (tone of voice) and is putting thoughts into action rather than simply stating there is a problem like the 1964 version. "no more decades will pass before it is taken to heart". This quote along with others is demanding immediate change. 

"Many of us have grown increasingly uncomfortable with this view of design" 

Graphic design isn't just about selling products it can also do good: "unprecedented environmental, social and cultural crises demand out attention". 

"There are pursuits more worthy of our problem solving skills. 

First things first (revisited) Rick Poyner

Socialist view in a consumerist society- negative point of view on consumerism.

Reinforces the idea that we have become somewhat immune to consumerism and products may be no different "in real terms of its rivals" we are directed by the designer in "how we perceive it" and in turn what seduces us to buy said product is "its image". 

Corporate work is never a-political and as a designer you cannot escape the politics no matter how hard you try. "Design is not a neutral value-free process" (Katherine McCoy).

It is perceived as impossible to try to change the system without causing some form of a revolution. Due to the nature of consumerism it is driven by the wealthy and forms as a cycle to poorer people. 

From the  1960's people where idealistic and thought that they could change the world with their design. However we are now more realistic and have concluded that we cannot change the world on our own, but if enough people follow our own beliefs it can be possible to produce change. 

Beirut's 79 short essays on design:

The first things first manifesto was signed by designers who were already well known and wealthy. They are "unfamiliar to the average rank-and-file American graphic designer". 

"to some extent we are all helping draft a reductive and immeasurably harmful code of public discourse". 

"If your model is the cultural mish-mash of the everyday landscape, then commerce is the very glue- visually socially and economically- of American civic space".

However if we withdraw from this space then products would be designed badly, visual culture of products and stores, and generally our society would have awful design. Designers are needed to ensure that work is bearable. 

An incomplete manifesto for growth (Bruce Mau)

Both the 1964 manifesto and this manifesto by Bruce Mau both celebrate the idea of creativity and self. The artist and the artwork being the most important. 

First things first is extremely formal and speaks on behalf for an entire group of people's beliefs. It is an agreed set of values which is written as an educated argument or statement against consumerism. However Bruce Mau's manifesto is his own opinion and simply only states his own values and beliefs. It is heavily informal through the use of slang and his own witty comments written underneath. It speaks from his own experiences as a designer who has converted to produce design which does good for society.

"Growth" is personal development and it pushes the idea of keeping ourselves content and developing our own skills sets rather than seeing our work from the perspective of society. It is seen as an individual responsibility to ourselves to ensure that we do "grow" as designers. The numbered list is simply a list of different points, however some of those contradict themselves and it isn't written formally, therefore the list of his manifesto isn't directing us as designers/ viewers to do anything whatsoever, it is simply encouraging us to dissect his manifesto and decide ourselves which parts of advice we take. 

OUGD501: Lecture- Cities and film

His theory explained how people are impacted by the city and with the influx of change. Many people chose to move to the city from their rural homes in search for work. The urban environment was a completely new idea to these people and the city changed how they lived their lives. 

The creator of the modern skyscraper which focuses on the idea of function over form. Serving its purpose in proving large amounts of rooms in a small floor space. However the function of the building doesn't completely destroy its beauty and form because at the front of the building it is beautifully crafted. 

The film shows the idea of how America was built from immigration of people moving to the cities. The short silent film contains poetry from Whalt Whitmans and the film as a whole aims to show the film makers love for New York. 

The theory suggests that companies wanted to gain maximum productivity for minimum effort through mechanical action such as a production line. Which forms as being mass production and mass consumption by society. The workers would earn enough so they could then themselves be able to afford the products they are producing which as a ford car was quite inexpensive. 

This quote suggests that the machine and man merge into one and one could not be possible without the other as the machine makes use of the man controlling it and being part of the production. 

The stock market crash in 1929 meant that the city was no longer a place of happiness and employment but leads itself to the great depression. 

This image in particular shows the juxtaposition of reality at the time where America was viewed as being the family in the advertisement as rich, white middle class and carefree/ rich. However this contrasts completely with the reality of the working class below who are queuing for a food bank as they cannot find work. 

Baudelaire suggests that artists are a version of the flâeur as they view the city from their own perspective and voyeuristically watch the city. 

The photographer captures a recording of city life especially with street and documentary photography. Although it is question within documentary photography how much is a true representation of what has happened and what has been set up and framed by the photographer. 

One of the interesting aspects was that of the Here is New York exhibition, although the disaster of 9/11 was absolutely horrific it did bring one positive aspect and that was the idea of community. The book and exhibition showcase the events through photographs from ordinary people rather than photographers which definitely heighten the rawness of the disaster as it unfolds. The destruction of the twin towers is seen as a destruction of the American dream as discussed earlier, the city is seen as a positive environment of a new life and employment. 

Overall from looking at the theories connected to the city the overall aura is that the city is a negative place which fuels consumption and industrialisation including companies and factory work which keeps the poorest of society poor, which is still true today. What I did find interesting though is the idea of picture making by the public which can help with cities and disaster situations it means that people can take their own photographs and document their take on the city which means this is not just done by photographers and allows for a somewhat democratic view of the city. As previously when looking at the past it was only photographers who could afford cameras and therefore imagery was biased.