Academic Writing Techniques — Study Task 07 — OUGD501

Triangulation

Art has never been a straight forward subject, from graphic design to architecture to photography, however —The likes of Garland (1964), Jetset (2001) and Kalman (1998) have all expressed views on this statement and agree that  there has always been the techniques of advertising embedded within the learning process of any creative, as if this is only successful technique for producing successful outcomes. More specifically a consumer lead society is only limiting the creativity of individuals, and that the design becomes too concerned with the product and its image. This meaning that design should be about change and making a difference to the world, and not solely about persuading consumers to purchase something.


Image Analysis

'Torches of Freedom'



The mid 20th century saw a large rise in women smoking cigarettes due to female liberation, before this, it was seen as a 'men only' activity and was frowned upon in public as being unladylike. Edward Bernays, the originator of the phrase 'Torches of Freedom' played a large part in the female liberation movement, and the advertisements aimed at women all used this very concept, first pegged in 1929.

The above image represents more than just a woman with a cigarette in her mouth. The way in which the composition has been executed almost looks as if it is an advertisement for make-up, the scarlet red lips further emphasise this point. This is not the only obvious connotation within this particular image, the cigarette plays on phallicism, giving the woman a penis so to speak, a symbol of masculinity which was seen of as superior at the time.


Evaluation and Paraphrasing

In the written text 'Fuck Committees' (1998), Tibor Kalman emphasises how the world is too influenced by the popular culture that is dictated by corporations in the west. He believes that design should be liberated from this restriction and be more about letting culture flourish and evolve without becoming solely about 'corporate culture'. Salman is actively seeking out designers to fight the heavy commodification of the late 20th/early21st century to create a world in which democracy still exists and to ensure culture is not dictated by those with money. He wants 'creative lunatics' to run wild, 'find the crack in the wall' and make a change that will only have positive implementations for humanity as a whole.


Bibliography

Experimental Jetset. 2001. 'Disrepresentation Now!' [Online] [Accessed 10 March 2016] Available from the World Wide Web: http://www.manifestoproject.it/experimental-jetset/ 

Garland, Ken. 1964. 'First things First Manifesto' [Online] [Accessed 10 March 2016] Available from the World Wide Web: http://www.manifestoproject.it/ken-garland/

Adbusters. 2000. 'First Things First Manifesto 2000' [Online] [Accessed 10 March 2016] Available from the World Wide Web: http://www.manifestoproject.it/adbusters/

Kalman, Tibor. 1998. 'Fuck Committees' [Online] [Accessed 10 March 2016] Available from the World Wide Web: http://www.manifestoproject.it/fuck-committees/

Establishing Primary Research - Study Task 06 - OUGD501

Primary research is a vital aspect of critical writing. It enables you to back up statements whether this be through qualitative or quantitive data and ensure you are properly undertaking the correct research in order to eliminate any of your own biased opinions when making statements.


How can I adapt my hypothesis to generate questions for consumers to answer? And which would be the most appropriate approach to carrying out this form research?

The most applicable form of gathering research which targets the online consumer would be online. Services like SurveyMonkey would make my life easier and generate a mixture of qualitative and quantitive data. This approach will help gain audiences that are both aware of trends within design and those who are not. It is vital that the questions are straight forward and are asked to gain a clear-cut answer, so it may be applicable to use examples of trends within graphic design within my questions through images to gain an instant response from the person looking at it.

What questions could I ask? Starting with the simple yes or no questions should provide me with enough data to assume that who is answering the questions is aware of design or not.

Continuing onto more refined questions that evaluate my more specific aspects of design will allow me to execute my practical investigation more thoroughly. 

Essay Mapping - Study Task 05 - OUGD501

Essay Map

Using the Study Task Handout, construct an essay map outlining the FOUR main points of your argument.

This essay map should include a sentence which states your thesis, and how it will be addressed. It should also include FOUR sentences, each outlining a different element of your central argument.

You should also refer to how this essay map links to the key sources that you have highlighted and the example(s) of Graphic Design practice.


Task

Begin by evaluating trends within aspects of graphic design. This section will be solely based around the Channel 4 rebrand of 2015, and compared to their previous brand ident and print campaign to evaluate whether the change was necessary/unnecessary/successful/unsuccessful.

Link this to examples of trends that are apparent within other aspects of design—prove that trends are not just limited to Graphic design, main example will be Charles & Ray Eames and how they are mimicked by retailers such as Ikea and specify whether this is mimicry or simply a form of nostalgia for 20th century design. (This section needs validation on whether it is necessary for my argument).

Go more specific with modernism in graphic design, what principles it stood for and how it was utilised by modernist designers to create something that used logic and reason.

Link the previous with examples of postmodernism and how it was a rebellion against the restraints that modernism imposed on design.

Look at the theories of Linda Hutcheon and Fredric Jameson when it comes to parody/pastiche and how these played a role in the transition of modernism to postmodernism.

Link the previous study to how it is relevant today within trends, namely by analysing that of the hipster logo design guide and how it was taken seriously by those outside of the design community when its purpose was to utilise parody to impose irony on the trend community.

Analyse work on the website trendlist.org and how it is relevant in today's design community. Evaluate whether it is successful in communicating a given message or whether it is simply uninformed design for the sake of design.

Establishing Requirements of Practical Investigation - Studio Brief 04 - OUGD501

Theme / Content:


TECHNIQUE
To produce a visual response that complies with recent trends within graphic design.

CONTENT
Utilising graphic design trends to re-create iconic brands. A possibility is a series of posters that communicate a once legible brand into something that utilises core values of trends within design.

COMMUNICATION
Communicate a certain sense of irony to trend followers to prove a point. Main example: Hipser logo guide


Methods:


RESEARCH / ANALYSIS
I will look at the current examples of "trendy" design that are used within the field of graphic design. Examples can include and are not limited to: posters, leaflets, websites, corporate identities and so on...

Once a sufficient body of research i collected on trends—I will then be required to look at subject matter that this style of design can be applied to that do not utilise trends.

EXPLORATION / EVALUATION
It is vital that the examples produced are recognisable to the average consumer, to keep the investigation fair, it will be essential that I keep myself aware of other examples of trends comply with what I am executing within my own practice, this will help create an unbiased response to my practical investigation.


TESTING
My examples can then be interpreted by people outside of the design community to see if the given brand can still be interpreted as successful and still communicate its message as well as before it had been altered in such a way.

Establishing a Research Question - Studio Task 03 - OUGD501

OUGD501 – STUDY TASK 3 – ESTABLISHING A RESEARCH QUESTION

Suggested Research Question. This can be a topic or theme, but please try to be as precise as possible.

Look at the affect that trends and the attitude of a throwaway society has had on the value of good design. Examples may include how furniture shops like Ikea tend to use unsustainable materials, and the average lifespan of their products is questionable when their products are compared to renowned industrial designers such as Charles and Ray Eames.  In addition to this, one major point of interest is the recent rebrand of Channel 4, question whether the change was necessary when in comparison to their older, iconic screen/print campaign. Use older movements like Modernism and Post-Modernism to validate the above points through parody and pastiche. For example Vingelli and Carson, how did the modernist 'rules' spark a rebellion within the post-modern community. Move on to a more recent example of rebellion within graphic design, like 'hipster' trends and how it reduces the need for concept and deeper thought.

Which Of The Module Resources Does This Question Relate To? You can find these on eStudio - Try to list at least three.

Branding New Media Advertising Industrial/Furniture Design Visual Communication Corporate Identity Visual Trends

Which Academic Sources Are Available On The Topic? Include a Harvard Referenced bibliography of at least 5 sources.

McLuhan, M. and Fiore, Q.(1967) The Medium is the Massage: An Inventory of Effects: Gingko Press. London. Cooer, Tim. (2010) Longer Lasting Products: Alternatives To The Throwaway Society: Gower Publishing Ltd. Surrey. Kirkham, Pat. (1998) Charles and Ray Eames: Designers of the Twentieth Century: The MIT Press. Cambridge McDermott, Catherine. (2007) Design: The Key Concepts: Routledge. Oxon. Brownie, Barbara. (2014) Transforming Type: New Directions in Kinetic Typography: Bloomsbury Publishing PLC. London. Doust, R. and Austin, T. (2007) New Media Design. London: Lawrence King. Edelman, D. (2010) Branding in the Digital Age: You’re Spending Your Money in All the Wrong Places. Harvard: Harvard Business Review. Hutcheon, Linda. (1989) The Politics of Post-Modernism. Routledge: London.

How Could The Research Question Be Investigated Through Practice? What Graphic Design would you make in response to this, and why?

Possibly respond to the Channel 4 branding. Create my own idea of something that would be more appropriate in terms of improving on their older branding, yet giving it a more fresh, up-to-date feel that will last longer than the current ident.

Peer Feedback – How could this topic be refined / developed? Show this form to a fellow student. They should record their feedback in the box below

Look at more graphic design examples Make sure that more current trends are analysed Only use art movements before the digital age as a small factor in the argument