Advertising and new media.

- New media - engagement and involvement. 
- sun light vision exhibition. 
- William Hesketh Lever (1851) 
- Lever brothers brand.
- 1860's - figured out how to print packaging. 
- Lever was the first to package a bar of soap to lift its class and add value. 
- Technology enabled contemporary paintings to be reproduced. 
- Lever took advantage by buying paintings and using them in his adverts. 
- 'The wedding morning' - John Henry Frederick Bacon. 
- Brand loyalty. 
- Unilever still sponsor space in our time at the Tate Modern.
- Medicine, chocolate and soap were among the foremost advertisers. 
- Worked on promotional events for their products. 
- One of the main methods for advertising was to capture children. 
- Lever spent £2m through the first two decades of making soap. 
- Palm oil was one of the main ingredients of the soap. 
- One of the Lever brothers was constantly learning and studying the new art form of advertising. 
- Quality of medium was important to the advert.
- 'Falsehood in advertising is a liability' - Heggerty (2009)
- Ease became a repeated theme in adverts.
- High feeling/emotive strategy. 
- Dove owned by Unilever - ads today still contain same sort of strategy. 
- Advertisers made it their business to persuade each person of his or her hygiene problems. 
- Psychology become known.
- Promotion was still also aimed at children to get to the parents. 
- 'Advertising creates more jobs' - Heggerty. 
New media model:
- Voluntary viewing online.
- Forced viewings (tv or print)
- Engages with an audience. 
- New media based on ICT's.
- Digital media > opens up opportunities for creatives. 
- Audiences are actively managing media culture. 
- Shift from mass media. 
- Youtube as a form of advertising? 
- Youtube ad of the year award 2010!
- Mobile phones will soon become the greatest tool for advertising. 
- Impact of it is a massive debate in the advertising industry. 
- How does it effect creativity?   

Semiotics.

We look at how semiotics are used in newspapers in this session. Our newspaper was the mirror and the story was 'GO TO BAIL!'
- Ireland is a friend in need. 
- Difference between Irish and British great? 
- Image is associated with the Irish stereotype? (drinking)
- Colour green links to Irish. 
- 'Hilarious' pun for a title.
- Image makes you draw conclusions straight away (connotes negativity) 
- Sarcastic tone. 
- Language connotes everyday bloke-ishness. 
- Culture code. 
- Tiger to kitten image mocks the country. Connotes they are 'going down the drain'

Modernist graphic design.

Modernism 

In the field of art the broad movement in Western art, architecture and design which self-consciously rejected the past as a model for the art of the present. Hence the term modernist or modern art. Modernism gathered pace from about 1850. Modernism proposes new forms of art on the grounds that these are more appropriate to the present time. It is thus characterised by constant innovation. But modern art has often been driven too by various social and political agendas. These were often utopian, and modernism was in general associated with ideal visions of human life and society and a belief in progress. The terms modernism and modern art are generally used to describe the succession of art movements that critics and historians have identified since the Realism of Courbet, culminating in abstract art and its developments up to the 1960s. By that time modernism had become a dominant idea of art, and a particularly narrow theory of modernist paintinghad been formulated by the highly influential American critic Clement Greenberg. A reaction then took place which was quickly identified as Postmodernism.  www.tate.org.uk

Rudolph de Harak

'Fortune magazine' (1953)

Wyndham Lewis (1937)

El Lisitsky (1919) 'Beat the whites with the red wedge"

(1919-1924) 'Crafts of the Weimar Bauhaus'

I consider all of these pieces to be modernist graphic design because they have a very old fashioned look which fits the era of modernity and some of them consider things that were happening around the time of modernity eg. the bauhaus. 

Documentary photography.

- Dominated photography in the 20th century. 
- Documentary 'evidence not to be questioned' 
- Recording for history. 
- Showing how the other lived. 
- Creating bonds between subject, audience and photographer. 
- War becomes a key focus. 
- Jacob Riis (1888) 'Bandits roost'
- The great depression was also documented. 
- Arty as well as historical records.
- Photography has power. 
- Mass observation 1937 - 1960's.
- Camera is the 'invisible eye'
- Shared vision so more accurate documentation of the world. 
- War/conflict photography makes documentary become a central focus. 
- Magnum 1947 (Cartier - Bresson and Capa) 
- Robert Haeberle (1969) 


Key Features; 
- They offer a humanitarian perspective. 
- Social and political. 
- People tend to form the subject matter.  

Graphic design; a medium for the masses.

- Bison horses, C. 15,000 - 10,000BC cave painting. Form of visual or graphic communication. 
- John Everett Millais (bubbles), graphic design or advertising? 
- 1st world war gives a new use to graphic design. 
- What does it mean to be British? 
- Germany, modern art and abstract. 
- Symbolic art.
- Underground map is a piece of design.
- Simon Patterson "the great bear".
- Bauhaus is key to modern aesthetic.
- Conservative, still quite fine arty.
- Period between world wars producing work. 
- Does design need text? 
- Post world war, promotion and celebrating. Festival of Britain 1951. 
- Post world war sees new style of graphic design/ advertising. 
- Think small ad for VW 1959. Negative space becomes the branding. 
- Sainsbury's classic cola shows how easy people pick up on design.
- Design becomes classic and instantly recognisable. 
- Capitalist culture. 
- Effect of text on design. 
- Lots of design linking to political matters.
- 1977 "Never mind the bollocks here the sex pistols"
- Music became a point for modern design. 
- Visual legibility. 
- Neville Brody revolutionised type setting with magazine covers. 
- Graphic design...an object of beauty? 
- A lot of CD covers had 'hidden' political messages/opinions. 
- Does packaging become the product too? 
- Design becomes a collectors item of value making the product 'useless'.
- Design can have accidental negative messages through the imagery used. 
- Raising awareness? 

Modernity & modernism lecture.

- Modernity; industrialisation , urbanisation, the city. 
- The Hireling Shepard.
- The New Woman - Paris 1937.
- (1750-1960) time period for modernity. 
- Urbanisation; electric moving walk way. 
- Life moves into towns and away from rural areas.
- Enlightenment = period in the late 19th century when scientific thinking made leaps and bounds.
- 1877: Caillebotte "Paris on a rainy day". 
- Clothes in modernity show who you are (class etc.)
- Strolling becomes a leisure activity. 
- 1850's = a new Paris (re-design to accommodate modern life)
- More socially desirable city. 
- Paintings included the city to highlight modernity.
- Modernity distracts us as well as speeding everything up. 
- Makes people more competitive to show off their status. 
- Paintings show class division (new social space)
- Bordem, distraction, alienation - symptoms of a modern world. 
- Kaiserpanorama 1883 - experiencing modern world less literally. 
- Cinema was invented. 
- Modernism is an artists response to modernity. 
- Impressionists got inspiration from photographers work. 
- Flaturon building 1903 - towering over nature, superior modernity! 
- Photomontage becomes a technique. 
- Use technology to understand ourselves. 


Modernism in design.
- Not looking back, looking forward.
- Truth to materials. 
- Form follows function.
- Things are designed to be functional, not to be beautiful. 
- "Ornament is crime" - Adolf Loos (1908)
- The Bauhaus: most influential art school of the 19th century. It re-wrote the rules of how art was taught, modernising education. The Nazis shut it down for being too progressive. 
- Design available to all - but it actually never was because it was made too expensive. 
- Democratic, doesn't discriminate. 
- Internationalism: a language of design that can be understood by everyone. 
- Herbert Bayers design the sans-serif font.
- Times New Roman was also designed in 1932. Suited "classical culture". Conservative. 
- Nazis used fonts like Fraktur on their posters to show their historical side. 


The term modern is not a neutral term - it suggests novelty and improvement. 
"Modernism" - A range of ideas and styles that sprang from modernity. 

Image comparison.

The two images are both advertising in a sense with the first advertising a product (cooker)  and the second is the war. The main thing presenting a message here is he text. The ‘Uncle Sam’ text is very suited to the image, its linked to the idea that the whole ‘image’ is superior America because its an American font. On the second image the font is presented as though its being spoken, and in comparison to the first, has no hidden meaning. The font is also in this style because it fits with the type of imagery, being quite sophisticated. 

Both images present the upper class person because when they were created class was really important and there was obvious distinctions. In the second image you can see now art has moved on from the first because the second looks more modernized. I feel that both images are trying to create an element of bitterness. They both make it seem as though lower class people should feel bitter because of the things upper class people do or don’t do, as it were. These aspects are shown in the first image via the fact that lower class people can’t afford to have these extravagant parties and generally aren’t invited unless to serve. Although the purpose is to advertise a cooker this isn’t actually the focus at all of this image, america is. The second image is meant to teach about classes whilst the great war was happening. Its presented as a guilt trip to the father through the child asking what he actually did in the war because the look on his face makes the audience think he played no part in it at all. Its also quite ironic that the boy on the floor is playing with soldiers as though he may be ‘taunting’ his father over what he didn’t do. 

The target audience for the first image is ‘the whole world’ as it states that Uncle Sam is ‘feeding the world’. I do think that they want everyone to notice though because they are presenting the idea of ‘superior America’ through their imagery and the colour of it. The use of colour on this poster works really successfully because the audience will be able to tell where the imagery has come from before even reading into it. I think that the second image is aimed at men because its getting them to think forward about their part in things like the ‘great war’. So overall they have different audiences but both aimed at classes. 

The social and historical events present in the Uncle Sam image is 100 years of American independence. I feel this is why they think they could come across as superior. We can also see an obvious social divide because there is an african person cooking for everyone. Upper class people tend to have social events as shown in the picture. The second image also looks at the social aspect/divide because generally lower class went to war and upper class stayed home. The historical event was the great war. In conclusion i can say both seem to ‘secretly’ focus on class division more than anything as a pair.