Lecture 06: Consumerism - Persuasion' Society, Brand, Culture

Sigmund Freud (1856-1939) - New theory of human nature

Psychoanalysis - Hidden primitive sexual forces and animal instincts which need controlling

The Interpretation of Dreams
(1899)

The Unconscious (1915)

The Ego and the Id (1923)

Beyond the Pleasure
Principle (1920)

Civilization & its Discontents
(1930)


(1930)


Fundamental tension
between civilization
and the individual

Human instincts
incompatible with the
well being of
community.


The Pleasure

Principle

Edward Bernays (1891-1995)

Press Agent


Employed by public
information during WW1

Post war- set up ‘The
Council on Public
Relations’


Birth of PR


Based on the ideas of
Freud (his uncle).


Crystallizing Public
Opinion (1923)



Propaganda (1928)

Fordism


Henry Ford (1863 –
1947)


Transposes Taylorism
to car factories of

Detroit

Fordism


Moving assembly line


Standard production
models built as they
move through the
factory




Requires large
investment, but
increases productivity
so much that relatively
high wages can be
paid, allowing the
workers to buy the

product they produce


The Model T Ford, 1908 - 1927

1910 – 20,000
produced, $850


1916 – 600,000,
$360


By 1927 – 15 million
manufactured, $290

Assembly time
reduced from 12.5 to

1.5 hours

Marketing hidden needs

Selling emotional
security


Selling reassurance of
worth


Selling ego-gratification

Selling Creative Outlets

Selling Love Objects

Selling sense of power

Selling a sense of roots


Selling immortality


Consumerism is an ideological project

We believe that through consumption our desires can be met

The Consumer Self


The legacy of Bernays / PR can be felt in all aspects of
C21st society


The conflicts between alternative models of social
organisation continue to this day.


To what extent are our lives ‘free’ under the Western

Consumerist system?

Study Task 05: Planning & Structuring an Essay

Title: Question or General Topic (What is the Relationship between the Consumer self and Branding?) 

1) Introduction: Used in the 3rd person e.g - 'This essay is going to discuss...' 
What are you going to explore? Why are you looking at this topic? How are you going to write about this topic? What are the theories and research you will use? Are there any specific artists, designers or art movement that you will explore? What is the structure of the essay? (Intro, Point, Explain, Link, Point, Explain, Link and so on) What do you plan to do in each section? (Brand Identity, Consumerism, Morals, Popular Brands etc.)

2) Section 1: Introduce main topic, consider defining key terms e.g Consumerism' 
Give each section a clear subheading 
What points are you making in each paragraph? Don't try to do too much in one paragraph - Keep every paragraph simple, concise and clear (say one thing). Find quotations or illustrations to back up what you are saying.

3) Section 2: Narrow down your topic further e.g 'Consumerism in Brand identity'
Relate your topics to your specialism. Can you introduce any theories? Gender, Designer, advertisements, logos, Sigmund Freud, Edmund Bernays etc. 

4)  Section 3: Consider looking at examples of specific artists, designers or films e.g 'Logorama'
Do they relate to the topic? Who/What are they influenced by? Possibly select images to look at in detail. Analyse the formal elements in each piece? How do they relate to the ideas, movements and theories discussed in section 1 and 2? Compare and construct the different pieces. 

5) Conclusion: Remind the reader of your aims and objectives, do not introduce anything new at this point - 'The aim of this essay was to...' 
What have you shown in this essay? Have you answered your initial questions? What have you discovered about your topic? Refer back to theories and examples you have looked at.   

Study Task 04: Summarising & Paraphrasing

In this Study Task 4, following from the previous session of 'Reading & Understanding a Text'. I need to write a paragraph summary of the 5 key texts that I have found.

During my research, I read "Olins, W (2003) Wally Olins: On Brand London: Thames and Hudsons". Here it informs the reader how and why brands are significant to costumers? This has been told, by referencing many common brands that we all recognise today i.e Gap, Levi, Mercedes etc. and therefore explains which have or have not been successful during these years. It also tells us why have they been this way. The focus or purpose of this book is for the reader to get a better comprehension about the aspects of branding, looking at the history of it, and investigating if it makes a difference of a brand being higher and lower the status is etc. "Branding has moved so far beyond its commercial origins that its impact is virtually immeasurable in social and cultural terms". Here is the quote from the book as it depicts how branding has become a huge part of our lives, as it is everywhere you look in the world. In addition the brand has a massive affect to the consumer, as us the costumers do not really take a products functional characteristics for granted, we only most focus on the logo or image as it is no longer just their own image. The brand also creates our own individualistic image. In todays era, the consumers which is us, also get to control if the brand is either going to become successful or not. This is strengthen by this quote "The brand is controlled by us - the costumers, make it successful or not".

BBC4. 15th March - 7th April. Edwan Bernise - showned American companies how they could make people want things didn't need by linking producing mass goods by their unconscious desires. Out of this control masses by statisfying people inner selfish desire. This could either make them happy or depression and this is happening today.

Study Task 03: Reading & Understanding a Text

In Study Task 03, we had to select a question from the module questions we got given that we had to explore for CoP1 this year. The task is to look at resources that we can find in estudio and read, collect information on our chosen question.  The question that I have chosen to research and investigate about is:

 Q) "What is the relationship between branding and The consumer self?"

The source that I used for this question was: 

'Olins, W (2003) Wally Olins: On Brand London: Thames and Hudsons'.

From this specific source we were told to find these 3 main features:

1. Tone of Voice: What can you assume about the authors manner of delivery in this subject of Graphic Design?
2. The Key points that the source creates 
3. The Key quotes from the source  

Tone of Voice in research source: 

I believe that in Wally Olins tone of voice in 'On Brand London: Thames and Hudsons' is quite colloquial, sarcastic and humorous. As at the beginning of the book he begins with 'Once a upon a time...' Implying how he's personality is like whilst discussing the matter of branding and the consumer. However he becomes more serious and debatable when reading on the text. He explains how and why brands are important to customers? Wally Olins explores and investigates the transformation within the age of advertising in the modern era. Wally Olins also seems to portray on both prospectives of the customers and the brand which are linked to Graphic Design in this modern
society and what relationship they have between them. It mostly emphasises how Graphic design is expanding due to brands advertising to customers and how it has effected the way we communicate, and interact with the brands we see in our everyday lifes.

• Wally Olins introduces in the beginning of the book, how branding has evolved so much that it has effected our lives. 'Branding has moved so far beyond its commercial origins that its impact is virtually immeasurable in social and cultural terms".
• Then Olins elaborates on how brands were a symbol of consistency only, however, they have become something that represents each individualistic of each person. 'We mostly take a product's functional characteristics for granted and while brands are still all about image, it is no longer just their own image - it is also our image'.
• Next he explains how brands only succeed due to the customers choice of preference. 'The brand is controlled by us - the customers, make it successful or not'. 
• Olins then highlights how brand get stopped and noticeable, by the use of adverting in these ways. 'Mechanism of branding was designed for and defined by modern communication techiques' as well as 'To sell products by creating and projecting colourful but simple ideas clearly'.
• Then Olins demonstrates how branding can effect people in society in a emotional aspect as they can create a relationship with them, as branding becomes more humanised. ''They can compress and express simple, complex and subtle emotions. They can make those emotions immediately accessible, in many cases overriding mountainous barriers like ethnicity, religion, and language. They have an immense emotional content and inspire loyalty beyond reason.  

• "The brands was a symbol of consistency"
• "Brands were created by marketing people inside large companies to seduce customer"
• "To sell products by creating and projecting colourful but simple ideas clearly"
• Mechanism of branding was designed for and defined by modern communication techniques"
• "Today branding is ubiquitous"
• "Many great brands are like amoebae or plasticine" 

Lecture 02: A 20,000 Year Non-linear - History of Image

Throughout the history of the art culture, images possess a power message or meaning. These can been seen in any sort of scale, during this lecture, the lecturer Richard Miles presented. He introduced the broad range of visual communication from cultures, contexts and epochs. He further deepened into how creative an tangential connections and continuities can be traced between the many diverse examples of art pieces/photography/adverts etc. This could be and yet provide me with a visual resource which could help me answer creatively some briefs given to me. The lecture also introduce some philosophical and theoretical approaches to visual communication that society can develop over the next years. Finally understanding the power of visual communication overall.

The first image that Richard presented us was called "Lascaux caves, France". The image of the cave art from 20,000 years ago intrigued me, especially with the help of furthering knowledge from Richard, gave me a deeper understanding of the left behind image of history. The way the cave art has been photographed is truly extraordinary, as seen in the photograph the amount of detail of the cave art during that year was so artistic and creative. Not only the cave has left an amazing piece artwork, but it has also left the story of history behind for many people who enjoy history and art. Also the way they created the idea of drawing/painting animals on the cave walls is really fascinating, at that time there was no such thing as paper, pencil and pens. But how the creators use their equipment in their surrounding to indent their work on the cave walls. Thus documenting history for todays era to comprehend from the knowledge they know in the teachings f society. Another interesting part of the lecture was when Richard showed another cave art of just plainly a lot of dots on the cave walls, he explained how they did this because of the way they see things with their eyes. For example, the way how light goes in our eyes and forms dots of lights, thus highlighting the unconsciousness of them producing art and the hallucination of their eyes create for them.

The next artwork shown was by Cy Twombly (2001) Lepanto, panels of 12. Which is just a big canvas with a splashes of red and yellow. Here it highlights it is an abstract impressionistic, that these splashes of colours weren't randomly placed, they have a deeper meaning.

Another art piece is by "Richard Long (1989) 'Red Earth Circle', Magiciens de la Terre, Centre Georges Pompidou, Paris". Or its called "Magicians of the World" here the picture demonstrates a luminous ring shape which sparkles. This artwork depicts a magical atmospheric scenery, as though it symbolises the sun in the sky, shining its radiance.

Next piece of artwork is called "CULT VALUE - see Benjamin (1936) 'The Work of Art in the Age of Mechanical Reproduction. Rothko Chapel, Houston, Texas, opened 1971".

Study Task 02: Finding research sources

In the Context of Practice lecture, we went through how to collect information for preparation for answering the one of question that we previously got given by Simon Jones and writing an essay about it. During this time we got into groups on the table we were sat at, and our subject that we had to research was Protest Graphics (Images).  In this group task we had to least find 2 distinct research sources, note down the following that we found - Books: Author, title, relevant chapters and relevant pages. Websites: Authors/organisation, URL. Finally evaluating it! If the resource was good? If it had the correct information? Is it trustworthy enough? How do you know if it? If it was a bad source?

The website that I found for Protest Graphics (Image):

www.protestgraphics.org - At first this is the first page link that appeared on google search, so I assume it would be helpful. However, it was not as such due to it did not have any relevant information at all about the subject. On the site all it had was some images of protest poster, but there was no information of them and not all of looked very nice. The website looked a bit wary as it did not have an author or a company who created this website. Plus there was a choice of emailing them, however this is a bit untrustworthy as the person you are emailing is anonymous. They might not have the information you need, so this site is misleading and untrustworthy.

www.theguardian.com - Is an Article I discovered called "Beauty Is in the street: the power of protest posters. This article is about how powerful and unifying posters designed by students during the May 1968 Paris uprising, which celebrates the 40th anniversary of May 1968. This has also been produced into a book called "Beauty Is in the street" and photographed by the Four corners. This article goes more into the history of how students in that era produced and made protest signs, highlighting how successful and significant it became. As student invaded the studio to produce so many Protest signs to fight against the Paris uprising. However, it does not tell the information about how to make the banners, posters etc. But it is more trustworthy due to it has the name of author "Justin McGuirk", the Guardian is a very successful and reliable source of information.

www.Typeandprotest.com - Here in this website, it shows many examples of many famous street/artists who are experts at this profession of Protest Graphics. For example, there was a description of Shepard Fairey a well known street artist who has created many Protest graphic posters. As well as Occupy Type who specialise in this subject. It is helpful as it shows the process of this kind of work, how they do it and what kind of artwork has been the most successful for them. However, in the website it does not have the author who has created this kind of blog.

www.jamaispasdutoutrien.wordpress.com - In this blog titled "Napalm (2004-5), it talks about another street artist who specialises in Protest graphics. He is known as the British street artist, Banksy. Here the blog explores about Banksy artwork, the one with Micky Mouse, Ronald McDonald holding hands with a young naked Vietnamese girl. Here the art portrays how during the Vietnam War, it presents an idea of Micky Mouse and Ronald McDonald are kidnapping the young Vietnamese girl. The girl in the artwork is originally from a photography taken in the war time, the photographer Nick Ut captured this moment of terror and immortalised it for the world to see, how to iconic American faces demonstrates the conflict of American consumerism versus the outside world should be viewed. The way Micky Mouse and Ronald McDonald are presented, that they almost seem very evil yet arrogant in their smile as though they are sniggering. Whilst they are holding hand with this innocent yet hurting girl with burns on her back is screaming, running and trying to break free from their grasp. In the blog it also takes about the scale, colour etc. Therefore this article is very good as it is very informative.

www.Guity-novin.blogspot.co.uk - This is a blog that I found on the internet, this blog is interesting as it has a content of different pages based on posters from social, plus it is titled as "A History of Graphic Design". It seems like this person has got this information from a book as the blog has also put "Chapter 60: Posters in Social Protests". However, it does not have any reference to who his is by, but it has many quotes, pictures of posters and who they are by, infromation about the history etc. Overall, it is a good website/blog on Protest Graphics, but it is by anonymous person.  

Lecture 01: Visual Literacy - The Language of Design

In todays lecture, we looked into more in detailed on Visual literacy or image reading. The lecturer, Fred highlighted the main important reasons why visual literacy is important in the language of design and how we use it in our everyday lives.

At the beginning of the lecture, Fred showed us a image green apple on the powerpoint slide and asked if "this is not an apple?". However everyone was very unclear of this question as it just looked like an everyday ordinary green apple, but we all know there was more to it. So Fred told us further on the presentation he would explain the reason behind it.

After that Fred explained, "Why we are here because..."

• It is our job to Communicate.
• We solve problems of communication through type and image and/or motion.
• We are interested in words, language, message and meaning.
• It is our role to become experts in be able to effectively communicate ideas, concepts and content to different audiences in the range of context.

Visual Communication: 

• Is a process of sending and receiving messages using type and images.
• Is based on a level of shared understanding of signs, symbols, gestures and objects. 
• Is affected by an audience, context, media and method of distribution. 

Visual Literacy: 

• The ability to construct meaning from visual image and type.
• Interpreting image of the present, past and a range of cultures.
• Producing images that effectively communicate a message to an audience. 

Visual Literacy is the ability to interpret, negotiate and make meaning from information presented in the form of an image.

Principle One: The toilet symbols 

Here Fred showed us multiple images of a few toilet signs from a different country (Korea) and asked us, how did we know that this sign meant the toilet. Even though the language is different, and the symbols are just like slightly changed upside down exclamation marks , or just shapes. He wondered why we recognised it straight away with or without the words that it was the sign for the toilet. So we pointed out the main reasons why we saw this sign or symbol as the toilet.

• Colours for gender (Blue for males and Pink for Females)
• The shape of the symbol (Male standing up and Female sitting down)
• The triangle shape on the orange stickman representing two pig tails (hairstyle for females)
• Stickmen on with skirt and without, also a wheel chair
• The stickmen constipated by holding over their private area

Overall, Fred explained why we could read this was because Visual Literacy is based on the idea that Pictures can be Read.

Principle Two: Image Reading - Here Fred demonstrated another picture and asked if we could understand what it was telling us. It was a picture or diagram on how to take some medication. The first top two pictures highlights, that you need to take two tablets and swallow it with water. Then the middle picture indicated that you need to take them once every morning, midday and night. and the bottom picture depict that children and babies should not take them as it has a restriction sign. And the picture on the left suggests that this is needed for the human body. 

In conclusion, Visual Literacy is all that is necessary for any language to exist is an agreement amongst a group of people that one thing will stand for another.

Next image Fred presented was a black cross, and asked what this symbol could mean. We most agreed that it look like a plus sign for maths. So Fred showed us another sign which was the addition and the multiplication sign. Then he produced another image of the plus, equals, division and times signs and we all agreed it meant the basic maths symbols.

Then Fred produced another image from the powerpoint of the plus sign being elongated at the bottom and we all agreed that it look like a Christian/religious cross. And when he showed an image of other religious symbols along side the cross, there was also the Islam (crescent, star), Jewish (Star of David) and Buddhist (Wheel of Life) symbol. However, the cross symbol for Christianity on the right is actually wrong as the symbol on the left is the correct one. But we believe that the one on the right is religious as we think of connotations of Jesus dying on the cross, for sacrificing sins for everyone.  

The next image on the slide was a red cross or plus sign and we all agreed that it look like the medical or hospital symbol. However, Fred showed us a green cross and explained that this is the real original sign for it. Highlighting that colours of the symbols can mislead us from other symbols, Fred showed us many more examples of symbols with different colours on them, some look like country flags like Switzerland, Denmark and the England.

Therefore, Visual Literacy is visual communication is made up of presentational symbols whose meaning results from their existence in a particular contexts... The conventions of visual communication are a combination of universal and cultural symbols.  

Then Fred demonstrated another symbol for male and female, the first one was just a normal black and white toilet symbol. Next was another one but the male was blue, whilst the female was pink. Then he should us the symbol of the male and female sign, however it was confusing as the male sign was in the colour pink and the female sign was in the colour blue, thus highlighting that we can miss read colours for what it actually means. The original sign for the female is the symbol VENUS, whilst the male sign is the symbol MARS.

Why are Visual Semantics important? Here Fred showed us an image of the symbol meaning peace, one on a religious side and another an evil side (Nazi). Thus demonstrating how one symbols can mean two or more different things.

So in Visual Literacy is being visually literate requires an awareness of the relationship between Visual Syntax and Visual Semantics.

Visual Syntax: The SYNTAX of an image refers to the pictorial structure and visual organisation of elements. It represents the basic building blocks of an image that affect the way we 'read' it.

These elements include: Framing - Format - Scale - Colour - Font - Stroke - Weight - Shape - Composition - Layout - Motion - Light - Rhythm - Space - Depth - Texture - Text - Words - Tone Shade - Line - Mark - Direction - Editing - Manipulation - Simplification - Emphasis layering - Hierarchy etc.

Fred produced a picture of an egg on the slide, and showed us many photos of them which were presented in various ways, like a boil egg and fried egg. Then he presented more pictures of the egg being with a english breakfast, the first picture looked more appealing compared to the second one. As the first photograph of the english breakfast look clean and fresh plus organised. Whilst the second one looked unappealing and messy. The third picture of the English breakfast looked more appetising as the colour of the egg yolk look sharp and clean, and the green on top made it look more healthier and cleaner.

So Visual Semantics is the SEMANTICS of an image refers ways an image fits into a cultural process of communication. It includes the relationship between form and meaning and the way meaning is created through.

These elements include: Cultural references - Social ideas - Religious beliefs - Political ideas - Historical structures - Iconic forms - Social interaction - Individual experience - Recognised symbols - Established signs etc.

Next Fred showed us images of road signs, and asked us what they mean and if so how? The signs going right to left are: The stop sign for children to cross the road (or lollipop), the general stop sign, the Give way sign, The no entry sign, the road work sign and speed limit is 20 miles per hour.

Then Fred showed us famous faces of the Beatles and asked if we recognised them. So from right to left its: John Lennon, Paul McCartney, George Harrison and Ringo Starr. Then he presents more images of other famous tourist signs like I love New York or I love UK, but by altering the symbol can make a big difference. Like adding the British flag within the heart symbol can be a effective.

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

Semiotics is closely related to the field of linguistics, which studies the structures and meaning of language.

Semiotics also studies non-linguistics sign systems, visual language and visual literacy.

Visual elements of semiotics include: Symbols - Sign - Signifier - metaphor - Metonym - Synecdoche. 

So why is this not an apple? As Semiotics have symbols, signs and signifier. For instance the technology symbol for Apple: The SYMBOL (Logo) it symbolises an Apple, SIGN (Identity) it is a sign for Apple products and SIGNIFIER (Brand) it signifies quality, innovation, creativity, design and lifestyle.

So why is this more than an apple? As it shows on the slides that the apple can be shaped in a different scale and size. It could mean other things like the big apple in New york etc.

Therefore, Visual Synecdoche: This 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. This substitution only works if what the synecdoche represents is universally recognised.

Visual Metonym: A visual metonym is a symbolic image that is used to make reference to something with a more literal meaning. By way of association the viewer makes connection between the image and the intended subject. Unlike a visual synecdoche, the two image bear a close relationship, but are not intrinsically linked.

Visual Metaphor: A visual metaphor is used to transfer the meaning from one image to another. Although the image may have no close relationship, a metaphor conveys an impression about something relatively unfamiliar comparing or associating it with something familiar.

WORK THE METAPHOR - "Every object has the capacity to stand for something other than what is apparent. Work on what it stands for" - Incomplete Manifesto for Growth, Bruce Mau