OUGD401 - Interim Crit

OUGD401 - Interim Crit

For our interim crit, we discussed the topics and questions and which we were going to go ahead with. As I was between either the gender representation topic and political/social change, after discussion, I decided to go ahead with looking at gender representation. This topic is very interesting to me and I think it has a significant importance. So much has changed in society since the Second World War. White middle-class women in the Western world are now aware that they have more options than to try and be a housewife and mother (with or without a part-time job). Non-White and working-class women are less punished for being ambitious beyond what used to be their social status. Men know how to change a diaper. Machines take care of cleaning dishes and clothes. This changed view of women’s role and social position, in place since the nineteenth century for middle and upper-class households, is marked by Friedan’s famous book The Feminine Mystique (1963).
Women however, have always tended to suffer from a narrow set of representations in the media. Although now, women are no longer related to such a degree of domestic housewives or mothers, there is still an extreme hyper-sexalised representation of women. Defining women as sex objects has become a leading representation in todays media, and this is still the case. There is such a broad range of examples of gender representations in the media and how this has constructed our ideas of gender, therefore this is something I am very passionate about and feel it is the right question to explore and research in such depth.

OUGD401 - Gender Representation, Consumerism and Political/Social Change

Gender Representation, Consumerism and Political/Social Change 

Consumerism:

In commodity culture we construct our identities through the consumer products that inhabit our lives. There is a idea that ourselves are judged less for our qualities and abilities, more rather for the material things we own as an individual. Stewart Edwen's term of 'Commodity culture' is the idea that it perpetuates false needs with:

- Aesthetic innovation

- Planned obsolescence

- Novelty

Karl Marx (1818-1883) had a social, political and economic theory of the class system, which we now know as Marxism. Part of the Marxist view is built on the materialist understanding of societal development; the economic necessity required by humans to provide for their material needs. Advertising conceals the background 'history' of products. In other words the context in which a product is produced is kept hidden. Products can also be given human associations, a term called Relification, where products themselves are perceived as sexy, romantic, cool etc. This commodity culture manipulates us and makes us think one dimensionally - it stifles us, and prevents us living full, meaningful lives.

 

Gender Representation:

'Men act and Women appear. Women watch themselves being looked' - Burger, 1972.
 This is the traditional stereotype of Women's roles within society. In today's modern society, although women have extensive rights and are seen a lot more equally, women are still objectified and highly sexalised due largely to the media. The camera in contemporary media has been put to use as an extension of the male gaze at women on the streets. A lot of 1940s and 50s adverts also put women in a derogative position, often suggesting that the route to social success is your desirability, to look good and to provide. While also reinforcing the relationship of power and dominance of men. Contemporary magazines also enforce this as articles include 'What men want from you' and women being the dominant figure of beauty, never challenging models traditional idea of beauty.
However, in todays modern time there is a lot opposing this idea, for example posters and advertisements emphasising that women have the right to dress how she likes and demands sexual satisfaction from men. Moreover, there is much more of a pressure on men nowadays to equally be a dominant figure of beauty. Some advertisements have gone some way of subjectifying men as 'eye candy.' However, the content is still predominantly hetrosexual, all the advertising system does is makes us feel inadequate, and tricks us into buying beauty products, gym memberships and more.

Political/Social:

Propaganda is the main source of evidence for this topic, as it has it has a huge effect on the mindset of its audiences to change their perceptions in a certain point in history. World War 1 & 2 are god examples of this. The introduction to self education could be something to look at, or the movement of modernism. The Bauhaus movement was a huge project with the idea that we could create one universal language for all of humanity and that we could create affordable art for all, etc. Underground sub culture rejects values of modern society. Zines and OZ Magazine is something that could be researched too.

OUGD401 Study Task 02 - Modernism & Postmodernism

OUGD401 Study Task 02 - Modernism & Postmodernism

Modernism 

Carafe, Jug, and Fruit Bowl, 1909, Pablo Picasso

Cubism, of which this painting is an example, is regarded as the most important modern-ism. Like many modern-isms, it makes intellect central to art. It systematically explores the relation between art and what it represents, thereby completely abandoning the Naturalistic aim to paint things 'simply' as they appear to the observer. Instead, Cubists sought to convey an object's existence in time and space, representing the object from different vantages. The explored how paintings are constructed, and how they function as works of art, making explicit the questions: What is art? And: What does art represent? 

Postmodernism 

Marilyn Diptych, 1962, Andy Warhol

Pop Art, with its interest in mass media, marketing and advertising, can be seen as an early form of Postmodernism. Warhol's work explores the cult of celebrity and the way an individual can be consumed by, or lost behind, in their own image. The loss of an original and its displacement copies is a central preoccupation of the postmodern art which Pop was a forerunner. Warhol's diptych was produced in the months following Monroe's suicide. It is an exploration of the way individuals, after death, can achieve 'immortality' through endlessly replicated images in magazines and advertising. 

OUGD401 - Modernism & Post-Modernism

OUGD401 - Modernism & Postmodernism

In today's seminar, we looked at and compared Modernism and Postmodernism. This was an introduction to both for me as I have never looked into or compare both styles in this level of detail. This was a good insight into the subjects for me and an interesting option for the main body of work in this module.

Module Questions:

Modernism: 

‘To what extent have Modernist design principles influenced contemporary Graphic Design?’

Postmodernism:

“How did Postmodernism impact on Graphic Design practice?

Characteristics of Modernism:


Rejection of ornament (anti-decorative).
Form follows function - purpose comes before the appearance.
Swiss designs.

Primitive.

Radical.
Use of a grid.
Features Helvetica/Aksidenz Grotesk.

Experimental
No illustrations.
Flush left, ragged right.
Universal, purely functional.

Modernism was a broad movement encompassing all the avant-garde isms of the first half of the the 20th century. Although different modern-isms were often incompatible (and occasionally antagonistic) they all rejected the dominance of Naturalism and Academicism in favour of experimental art. The common trend was to seek answers to fundamental questions about the nature of art and human experience. It rejected the industrial in favour of the primitive, and all modern-isms shared a common feeling that the modern world was fundamentally different from what had passed before and that art needed to renew itself by confronting and exploring its own modernity.  

Characteristics of Postmodernism:

Exhaustion.
Pluralism.
Disillusionment with the idea of absolute knowledge.
Modern life.
Technology, new materials.
Communication - overlaps with modernity.

Postmodernism developed from critiques of architectural modernism in the 1970s. By the 1980's, visual art which criticised society was also being referred to as 'postmodernism.'  Postmodernism is effectively a late Modernism many of whose critiques can be traced back to Modernism itself. Postmodernism architecture uses more eclectic materials and styles with greater playfulness. Whereas Postmodernism artists are pure relativists, they often use their art to explore and undermine the way society constructs and imposes a traditional hierarchy of cultural values and meanings. Unlike Modernists, Postmodernists place little or no faith in the unconscious as a source of creative and personal authenticity. They value art not for its universality and timelessness but for being imperfect, accessible, local and temporary.   

OUGD401 Study Task 01 - Comparative Analysis

OUGD401 Context of Practise Task 1: Comparative Analysis 

The Uncle Sam Range (1876) Advertising image by Schumacher & Ettlinger, New York

Poster by Savile Lumley (1915)

These two images both share similarities in a number of ways and are both used as a form of propaganda, despite their different purposes. The first image is an advertisement for a stove produced by Schumacher & Ettlinger in 1876. It was produced in the same year of America's centenary of their independence and plays off this patriotism with 'The Uncle Sam Range' to sell the cooker. The second however, is a Poster produced by Savile Lumley in 1915 issued during the First World War aimed to recruit volunteers, specifically men. Until conscription was introduced in 1916, recruitment posters were an essential element in attracting young men to the armed forces during the 'Great War' of 1914-1918. Savile Lumley's poster has become one of the best known because of its tone of emotional blackmail. 

Both images are forms of propaganda and use their different elements to persuade and pressure its audiences. In 'The Uncle Sam Range' for instance, the stove is not central to the image, suggesting that is focuses on the idea that it leads off aspiration, selling you the hope of a better lifestyle and the 'American Dream' if you buy this cooker. Similarly, although Savile Lumley's poster provokes more of an emotional response off its audiences, the poster also puts forward aspiration and the promise of success, particularly in the use of the children glorifying the war by symbolism such as the British toy soldiers, implying that they will win the war. 

The target audiences for both of these images are categorically aimed at men. 'The Uncle Sam Range' advertisement has Uncle Sam central to the image and waiting for food, while a woman in the background of the image is serving the food. This proposes the traditional stereotypes as man as the superior and women there only to fulfill the role as a housewife. This creates desire for men as they strive to be successful, implying that they can be with this cooker. In Savile Lumley's poster, a woman isn't even present in the image. It indicates that is a man's duty to join the war as a father and the breadwinner of the household. In addition, I believe these posters are also both aimed at middle class working men in particular, as due to the social and historical context in these periods, we trust that the working class for Schumacher & Ettlinger's advertisement, would not be able to afford this cooker, and the upper class will not be persuaded by the motive of the poster as it is not relevant to them. While in Lumley's poster, most working class men had already volunteered for 'The Great War' for a sense of adventure, good pay, food etc, while the upper class had a lot more security in higher ranking positions, thus leaving middle class men to be targeted in both images. 

Furthermore, both images have carefully chosen the font and style very effectively. Schumacher & Ettlinger's advertisement uses the traditional slab serif, western style font, which refers to American self mythology of prosperity, along with the gold colour of the type which altogether is emblematic of American culture. On the other hand, Lumley's poster uses a playful, scripted font to emulate that it is the daughter speaking, this makes it a lot more intimate and powerful and also uses direct address with the word 'YOU,' speaking to us as an audience. Both images choice of style and font enhances and relates directly to the motive of each image, making both more persuasive and effective.     

One striking difference however in both images is the different tones of both. Schumacher & Ettlinger's advertisement portrays great patriotism of America, particularly in its striking imagery, such as the red and blue tones, the eagle, Uncle Sam and the stars and strip patterns. This suggests cultural superiority to foreigners and perceives that by buying this particular cooker, you too will be more advanced and superior to the rest of the world. In contrast, Lumley's poster has subtle elements of patriotism with the red roses and the royal emblem within the furniture, but no where near as prominent as the advertisement. Lumley's poster instead provokes a powerful emotional response compelling men to volunteer, with simple but clear symbolism such as the man's anxious face, the children and text. This creates a powerful sense of duty to family, but also suggests that, in the future, children would hold their fathers to account on the service that they performed for their country rather than the social protection that they ensured for their immediate family. This shows us a lot about the difference in cultures but personally I think Lumley's emotional blackmail is more successful in terms of persuading and pressuring an audience, particularly by its use of direct address. Although the tone is a direct contrast, both images are put together very similarly to communicate its purpose, which both do in my opinion, very effectively. 

OUGO401 Visual Communication Lecture

Context of Practise

- Visual Literacy: The language of Visual Culture


Visual Communication:    

- The process of sending and receiving messages 
- Understanding of signs, symbols, gestures and objects
- Affected by audience, context, media and method of distribution 

Visual Literacy: 

- The ability to contract meaning from visual images and type
- Interpreting images of the present, past and a range of cultures
- Producing images that effectively communicate a message to an audience 
- The ability to interpret, negotiate and make meaning
- Based on the idea that pictures can be read
- Agreement between a group of people that one thing will stand for another for any language to exist 
- The conventions of visual communication are a combination of cultural and universal symbols

• Visual Syntax    

- Refers to the pictorial structure and visual organisation and of images, it represents the basic building block of an image and how we read it

• Visual Semantics

- The semantics of an image refers to the way an image fits into a cultural pro cress of communication. It includes the relationship between form and meaning and the way meaning is created through cultural references, social ideals, religious beliefs, political ideas, historical structures etc. 

• Semiotics

In the study of signs and sign processes (semiosis), indication, designation, likeness, analogy, metaphor, symbolism, signification and communication


- Symbol (Logo)
- Sign (Identity) 
- Signifier (Brand)

• Visual Synecdoche  

- Term is applied when a part is used to represent the whole, or vice versa
- The main subject is simply substituted for something that is inherently connected to it

• Visual Metonym

- Is a symbolic image that is used to make reference to something with a more literal meaning

• Visual Metaphor

- Used to transfer the meaning from one image to another
- 'Work the Metaphor,' every object has the capacity for something other than what is apparent 

OUGD401 - Brief

30/09/14

Context of Practice  Introduction

Submission Date: 5th May 2015

• Context Blog - Reflections and notes on the lectures and your own research
• 3000 word essay - Essay draft due in 10th February 2015

Key Texts: 

• Barnard, M. 2005 - Graphic Design As Communication
• Lupton, E & Miller, A. - Design Writing Research on Graphic Design

- Studio Brief 1 - 'This is Graphic Design' 

(1) Design Context Blog

(2) 3000 Word Essay

(3) Body of Work

• Blog - Research, notes, gallery trips, exhibitions, record of activities undertaken in seminars, readings, what you have designed from your reading and work. 
• Essay and Body of Work - critical analysis, logical structure, developed argument, at least 10 sources and Harvard conventions