TRIANGULATION
Different authors have considered the idea of the modern world has been consumed by the advertising industry and this is having an impact on culture and society. Garland, (1964), Adbusters (2000) and Kalman (1998) have all discussed the fact due to this creatives in the world are having their talents exploited or wasted by corporation and advertising business. For example, Kalman in Fuck Committees (1998) writing in his account of individuals with 'jagged passion' facing the corporate world points out that 'creatives are now working for the bottom line'. This points to the idea that as the corporate world gets larger and richer, it causes other parts of the industry lose creativity and individuality in order to use 'corporate strategies' and serve to make the riches richer (Kalman, 1998:1).
Different authors have considered the idea of the modern world has been consumed by the advertising industry and this is having an impact on culture and society. Garland, (1964), Adbusters (2000) and Kalman (1998) have all discussed the fact due to this creatives in the world are having their talents exploited or wasted by corporation and advertising business. For example, Kalman in Fuck Committees (1998) writing in his account of individuals with 'jagged passion' facing the corporate world points out that 'creatives are now working for the bottom line'. This points to the idea that as the corporate world gets larger and richer, it causes other parts of the industry lose creativity and individuality in order to use 'corporate strategies' and serve to make the riches richer (Kalman, 1998:1).
VISUAL ANALYSIS/SYNTHESIS - Starbucks Coffee Perfection
Here is an example of a stop motion animation that has been created for Starbucks Coffee. Ken Garland might say that the animators here have 'flogged their talent' and as it is so perfectly created this could possibly be the case. Each scene effortlessly flows into the next and makes use of the coffee cups as materials for the animation itself. The narrative is done by an american man who has a friendly voice, possibly a 'hidden persuader' and this could suggest the brands motif and message of being a company that audiences can trust. The colour theme is very in keeping with the brand and this is another way the animation is extremely branded and relative to the product it is promoting. I have also found that the characters involved in this animation are faceless, which could have been done so that the audience can put themselves in their place and it's easy to do so. Overall, I feel that this animation has been created very cleverly and doesn't include a single other suggestion of any other brand, focusing the audience on one thing; the coffee.
Starbucks Coffee Perfection from Rogier Wieland on Vimeo.
EVALUATION
Adbusters' manifesto 'First Things First' (2000), explores the issues that surround the world of advertising and demonstrates the idea that artistic talents are being wasted on this consumerist industry where pointless garbage is pushed out each day, but we together should challenge this. In doing so Adbusters can help us to see the ways that sitting back and allowing this happen is actually making the situation worst and we as designers should looking for 'other things more worth using our skills and experience on' (Adbusters, 2000:1). The weakness in Adbusters' argument in that they fail to account for movements where people are trying to make differences and explain that 'designers then apply their skill and imagination to sell dog biscuits' (Adbusters, 2000:1). It is possible however, when exploring Kalman's (1998) argument on the ways that designers are being swept up into corporate committees that he accounts that it is 'only 99 percent true' (Kalman, 1998:1). This develops Adbusters argument on the generalisation of designers in the industry as other authors such as Kalman (1998) believe that it is almost entirely true as a judgement.
Here is an example of a stop motion animation that has been created for Starbucks Coffee. Ken Garland might say that the animators here have 'flogged their talent' and as it is so perfectly created this could possibly be the case. Each scene effortlessly flows into the next and makes use of the coffee cups as materials for the animation itself. The narrative is done by an american man who has a friendly voice, possibly a 'hidden persuader' and this could suggest the brands motif and message of being a company that audiences can trust. The colour theme is very in keeping with the brand and this is another way the animation is extremely branded and relative to the product it is promoting. I have also found that the characters involved in this animation are faceless, which could have been done so that the audience can put themselves in their place and it's easy to do so. Overall, I feel that this animation has been created very cleverly and doesn't include a single other suggestion of any other brand, focusing the audience on one thing; the coffee.
Starbucks Coffee Perfection from Rogier Wieland on Vimeo.
EVALUATION
Adbusters' manifesto 'First Things First' (2000), explores the issues that surround the world of advertising and demonstrates the idea that artistic talents are being wasted on this consumerist industry where pointless garbage is pushed out each day, but we together should challenge this. In doing so Adbusters can help us to see the ways that sitting back and allowing this happen is actually making the situation worst and we as designers should looking for 'other things more worth using our skills and experience on' (Adbusters, 2000:1). The weakness in Adbusters' argument in that they fail to account for movements where people are trying to make differences and explain that 'designers then apply their skill and imagination to sell dog biscuits' (Adbusters, 2000:1). It is possible however, when exploring Kalman's (1998) argument on the ways that designers are being swept up into corporate committees that he accounts that it is 'only 99 percent true' (Kalman, 1998:1). This develops Adbusters argument on the generalisation of designers in the industry as other authors such as Kalman (1998) believe that it is almost entirely true as a judgement.
PARAPHRASING & ANALYSING
Writing in The Guardian (1964), Garland claimed that consumerist culture was only concerned with the buying and selling of things and that design as a whole is not something that's course should be laid out for you by education, practice and industry. Garland also aims to demonstrate how important it is to not overlook the relationship between advertising and design and the need for 'reversal of priorities'. He does this by bringing a long list of examples to the readers attention including 'dog biscuits', 'diamonds' and 'butt toners' (Garland, 1964:1).
LINKS
http://www.manifestoproject.it/ken-garland/
http://www.manifestoproject.it/adbusters/
http://www.manifestoproject.it/fuck-committees/
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