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.