OUGD401 - Study Task 07 - Harvard Referencing & Triangulation Page

1. A paragraph that shows the ability to triangulate between the four texts.

A number of authors have considered how Graphic Designers have been reduced to producing solutions to mundane tasks that focus not on the meaning an importance of design but instead on making things look pretty in order to make them appeal to consumers.

Experimental Jetset, (2001) Ken Garland, Adbusters and Tibor Kalman have all commented upon the fact that advertising has corrupted Graphic Design in a way that makes it seem corporate and evil rather than an object in itself. For instance Kalman writing on account of this topic believes that '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, carrying out corporate strategies and increasing stock prices. Creative people are now working for the bottom line.' Designers are being reduced to working for corporate organisations as it pays the bills rather than using their creativity to create design that has meaning and actually matters.

2. A paragraph that shows close analysis of an image which relates to one of the texts.

Quote from Adbusters Manifesto: 'Encouraged in this direction, designers then apply their skill and imagination to sell dog biscuits, designer coffee, diamonds, detergents, hair gel, cigarettes, credit cards, sneakers, butt toners, light beer and heavy-duty recreational vehicles. 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. The profession’s time and energy is used up manufacturing demand for things that are inessential at best.' 

In this ad Campaign for Marlborough a cowboy was used for the imagery of the brand as he represented a figure of rugged masculinity that the target audience could draw parallels with and aspire towards. (Wrzosiński, 2014 : Last accessed 15/12/2015)

The cowboy image evokes jealousy in men as he is a free ranging individual who acts as his own boss in the beautiful countryside, yet he also creates a sense of common ground and trust through the fact that he too likes to smoke.  (West, no date : Last accessed 20/04/2106)

Using powerful photographs of handsome cowboys in the wild west of the USA for their advertising campaigns, the lone ranger exudes movie star appeal, with imagery that could have been taken straight from a Western movie.

As well as the protagonist used in the campaign, the setting is equally as impacting in the campaign at getting consumers to buy into the product. ‘Marlboro County symbolizes a natural, clean world that is not polluted by marginalizing white middle-class ideas of modern society.’ (Wrzosiński, 2014: Last Accessed 15/12/2015)

3. A paragraph that shows evaluation of one of the texts.

Garland's article (2010-2014), covers much ground in exploring the issue of the meaningless nature of Graphic Design in advertising and clearly demonstrates his principle idea that instead of designers wasting their time making such un worthwhile products, that society would instead begin to favour the more lasting forms of designers work such as educational products, street signs etc. In doing so Garland helps us understand the complexity of the topic which is the battle designers have between consumeristic values and the importance of more lasting forms of design. There is a weakness in Garlands argument in which he fails to account for the fact that many of these products already exist and are the work of designers. There is only room for so many street signs and books on education. Once they are designed to the highest quality is there anywhere left to go? And if so won't they begin to go back to consumeristic values such as aesthetics and fashion rather than purpose? It is possible however, when exploring Garlands (2010 - 2014) position on the issue to see how we may develop his principle idea further.  

4. A paragraph that shows your ability to paraphrase, summarise, or produce a ‘précis’ of one of the texts.

FIRST THINGS FIRST 2000 (Adbusters)

Writing in the First things First 2000 Manifesto, Adbusters claimed that in this day in age graphic designers have been taught and encouraged to use their skills to promote and sell a range of useless and consumeristic products for corporate organisations instead of using their talents to produce things that are meaningful and could have a lasting positive effect of the world. However many designers are now making a stand against this notion in an attempt to make society realise the value of more permanent design. Adbusters also aim to demonstrate how important it is for designers to use their skills on culturally and environmentally important projects that urgently require the

expertise and help of designers to promote awareness of these issues and they do this by bringing the fact that consumerism is still running uncontested and must be challenged to the readers attention. 

Jetset, E. (no date) Disrepresentation now! Available at: http://www.manifestoproject.it/experimental-jetset/ (Accessed: 26 April 2016).

Garland, K. (no date) First things First. Available at: http://www.manifestoproject.it/ken-garland/ (Accessed: 26 April 2016).

Adbusters (no date) First things First 2000. Available at: http://www.manifestoproject.it/adbusters/ (Accessed: 26 April 2016).

Kalman, T. (1998) Fuck committees. Available at: http://www.manifestoproject.it/fuck-committees/ (Accessed: 26 April 2016).