Final Evaluation

Finished Essay

Final Practical Response to Studio Brief 2 - Visual Evaluation/Presentation

Lecture Colour theory 2

Lecture History of Image

Lecture What is research

Reflection, evaluation and analysis should form a cyclical process of creative practice between professionalism, theory and practice.

knowledge is the recollection or recognition of information that is then analysed separated it into its component parts. The information can they be transformed into different forms or media. The learner can then apply the information to solve problems using appropriate methods. The learner makes qualitative and quantitative judgements relating to the process to measure the value of the outcomes so far. The learner then uses original and creative thinking to solve problems using the information gained through the process. The cycle then starts again.

If we knew what we were doing, it would not be called research, would it?

Albert Einstein

Stimulated approach is conscious or subconscious inspiration from external stimuli. How we are influenced by our surroundings such as television, discussion and environment.

Systematic approach is the collection or modification of components. these components can be added, taken away, enlarged, reduced, modified, reproduced etc.

Intuitive approach involves internal perceptions and knowledge that can be triggered subconsciously. this is a systematic approach that takes place subconsciously .

research is finding out by asking

How?

Why?

What IF?

Primary research is research to be used for a specific use, this is usually a collection of information that did not exist previously.

secondary research is information that has already been collected for a reason other than the current project.

Quantitiative research deals with facts and figures. A range of data that can be compared and analysed to find the information needed. Numerical or measurable data that can converted into numbers.

Qualitative research deals with beliefs, behaviour and experiences and attempts to understand them. The information produced is non-numerical and can be gathered using interviews, focus groups and observation.

Lecture Type Production and Distribution

"The spoken word disappears... the written word endures"

Neil Postman

The origins of writing are in Mesopotamia around 3200BC. Writing allowed language to achieve longevity and travel widely and accurately over distance and time. 'True Alphabets' assign letters as both consonants and vowels. The first of these was the Greek Alphabet which was adapted form the Phoenician. Latin is the most widely used alphabet and is a further development of the Greek,

Typography is based on the arrangement and printing of moveable type which with the invention of the Gutenburg printing press in 1440 allowed written language to be printed and distributed in large quantities. A single renaissance press could print 3600 pages every prompted mass production of books for the first time in history. Printing started in Mainz, Germany and within 2 decades spread to over 200 cities in a dozen European countries. Printing went on to have a huge impact on society as a hole as information spread relatively unrestricted crossing borders and challenging the power of political and religious authorities. The increase in literacy prompted to emergence of the middle class as the monopoly on education was broken.

In 1990 Apple Macintosh released the first of its computers to sell for less than $1000. this computer allowed people to work with vectors and create their own type. the general public have access to programs that are capable of producing fonts to an industry standard.

lecture Visual Literacy

Communication is the process of using text and images to share information and relies on shared understanding. We use symbols as tools to help us communicate our ideas to an audience. how we communicate id affected by the audience we are trying to reach and the media we are using. Visual literacy is our ability to successfully convey our message through visual images and type.

visual literacy is based on the belief that images can be read. We are able to do this because there is a common understanding of the meanings of certain shapes and symbols. This understanding works in the same way as any language but there is more room for experimentation and thought provoking variations on themes.

Visual syntax are the building blocks that make up an image and visual semantics refer to how that image fits into social and cultural environments, like religious beliefs, social ideals and political ideas. Brands like Nike have logos that are made up of very simple images that are able to communicate the ideals of the company, the logo suggests a set of values based on previous knowledge and marketing.

The Apple logo

SYMBOL- It symbolises an apple

SIGN- It is a sign for apple products

SIGNIFIER-It signifies the brand identity and the values it represents, in this case innovation, quality, creativity, lifestyle,

Visual Synecdoche is term for a small part of something being used to represent the whole thing or vice versa. For example the statue of liberty can be used to represent New York as a whole.

A Visual Metonym works in a similar way but the two objects are not intrinsically linked. A yellow taxi can be used to make a connection to New York even though they are not exclusive to the city. In some cases visual metonyms are based on false information but the shared knowledge is more powerful than the reality.

A visual metaphor is used to transfer meaning from one image to another, the images may not have a close connection. The a familiar image is used to covey information about something unfamiliar.

Triangulation & Harvard Referencing

Triangulation

The authors of all three of these manifesto's discuss the role of visual communicators in consumerism. Garland, (1964), Adbusters, (2000) and Kalman, (1998) all comment on creatives losing their identity becoming part of corporate machines designed to build brand identity and increase sales. Kalman for instance talks about creative people creating work based on corporate strategy rather then individualism. Kalman says "By now, virtually all media, architecture, product and graphic design have been freed from ideas, individual passion, and have been relegated to a role of corporate servitude". This type of commercial work is a good steady income for designers in a profession where job security can be a constant worry. Over time this has caused this kind of work to be seen as the sole purpose of designers rather then a way to make a living. Adbusters touch on this issue saying "Commercial work has always paid the bills, but many graphic designers have now let it become, in large measure, what graphic designers do. This, in turn, is how the world perceives design."

Image Analysis

This Jaguar advert tries to create an aspirational want for their products as nobody really needs an expensive sports car. In a market saturated with companies offering very similar products brand identity becomes very important. The brand and the car itself become a status symbol, a show of wealth. For this advert Jaguar have hired David Beckham, a rich celebrity heartthrob to help showcase one of their cars. The brand is trying to tell you that you should buy the car because it will make you appear wealthy,more attractive and generally superior to anyone that doesn't own one. Adbusters, (2000)  said that "The profession's time and energy is used up manufacturing demand for things that are inessential at best."

Evaluation

Garland's Manifesto, (1964) presents its perspective on the way designers, photographers and students are taught that the most lucrative use of their skills is to sell products that we have no real need for. the Manifesto is unapologetically bold and almost aggressive in its summary of the industry creatives often occupy, it uses words like "flogged" and "wasted" to describe the ways in which designers work is used. The Manifesto asks for change, seeking an application for skills that is of benefit to society as a whole not just a means to improve sales for corporations. The tone of the manifesto is angry but ends with hope that as a society we can move away from consumerism and designers can produce work that is "worthwhile". The Manifesto hopes society will "tire of gimmick merchants, status salesmen and hidden persuaders.

Paraphrase

Writing in the First Things First Manifesto, Adbusters, (2000) explain how creatives have been encouraged to seek work advertising things we don't really need, and over time how this has led to the belief that this is what design is. The Manifesto is a call for change, seeking a more worthy use for visual communication. Adbusters believe that this issue has wider social implications as the only conversation being had through visual communication is one of consumerism, therefore start new conversations. 

I'm Lovin' It

I am much happier with this Mcdonalds logo. The golden arches are still recognisable even with their appearance changed fairly dramatically. The arches are now mad of grease that is flowing out of a diseased heart. I chose to use a more anatomical drawing of a heart rather than a simple cartoon version to make a serious point about the health implications of fast food. I think the more realistic heart provokes more of a reaction and can make people feel uneasy. I decided to use the Mcdonalds slogan 'I'm Lovin' It' to tie in with the heart. I think this logo works very well, at first glance it still acts as a Mcdonalds logo and should still be seen a representation of the brand, this should help it to be a more effective satirical illustration. By maintaing the branding of Mcdonalds but depicting a graphic image of the health implications of their products the image should highlight connection and associations between the two.

Burns Thatcher

This image is based on Mr Burns character from the Simpsons cartoon series. I have only made a few changes to this image but I think it captures Margaret Thatcher quite well. I added her orange hair, and earing and changed to suit to look like one of her famous blue outfits. I think if I added a handbag to this image it would be more easy recognisable. Mr Burns and Thatcher share a number of characteristics in my opinion and I think that means the message of this image is clear with no text or context.

Wacdonalds

I have seen parodies in the past where people have made evil version of Ronald Mcdonald but I wanted to use a popular protagonist from a computer game to parody the Mcdonalds logo. I chose Wario from the Super Mario game and redesigned him with the Mcdonalds colour scheme and the golden arches on his had rather then his usual 'W'. I gave him yellow teeth and red eyes to represent the health effects of Mcdonalds food. I like the arches on the hat and changing the name to 'Wacdonalds' but I don't think there is enough of a connection between the two to successfully satirise the brand. I want to continue working with Mcdonalds logos.

Kfc Angel

This is an image I made to investigate the similarities between religious Icons and Branding. The KFC logo uses Colonel Sanders as a symbol of quality for its products. He is used to represent a set of values that are supposedly held by the brand. Having a person as the logo of the company adds a feeling of home cooking or a small business to a massive company. KFC is similar to all the other faceless fast food chains but the addition of Colonel Sanders to the logo could mean that customers feel more comfortable with the brand. I tried to use their products to depict him as an angel of fast food but I didn't match the wings and halo to the original logo well enough. I think I need to make a logo that looks like it could have been part of their promotional material for it to work successfully to satirise the brand.

Essay Research 7

In a web article titled 'The Purpose and Method of Satire' by Robert Harris I found the following quote. it is taken from  A Handbook to Literature by Thrall.

"a literary manner which blends a critical attitude with humor and wit to the end that human institutions or humanity may be improved. The true satirist is conscious of the frailty of institutions of man's devising and attempts through laughter not so much to tear them down as to inspire a remodeling"

This is a positive view of satire which can often be viewed as a negative form of humour designed to be used as a put down. Satire acknowledges the flaws in the system we live in and seeks to start a conversation to improve them. The flaws in a government or society can only be fixed if we know what they are and satirists attempt to highlight what they see as issues to be resolved. If satirists represent the views of society then politicians should be happy to have them pointed out to them.
It is obviously not the simple or perfect or there wouldn't be a need for satire in the first place.

Ambrose Bierce said that-

"Americans are ‘endowed by their Creator’ with abundant vice and folly, it is not generally known that these are reprehensible qualities, wherefore the satirist is popularly regarded as a sour-spirited knave, and his every victim’s outcry for codefendants evokes a national assent."

the society that a satirist works in will have a huge impact on how they work and how effective that work can be. In a society where satire will often be viewed as a bitter response a satirist will have to adapt to get their point across. The general public hold the power as to how far a satirist can push an opinion or ideology. If satire alienates a large portion of its audience it can be dismissed as having no factual basis. For a satirist to develop a relationship with a wide and varied audience they must maintain their perceived integrity.