COP - session 4 Identity and Consumption

What is identity? 

A description of a person/ object with specific characteristics and features that creates them and makes them whole or unique.

What is consumption? 

The action of using up a resource

Consumption is the process by which goods and services are, at least, put to final use by people.
(Economics)



How are they related? 

The identify of a person/ thing informs the decisions of a consumption

NYX
Pretty little thing
Aussie
Pull & Bear
Aldi
Asos
Amazon
Apple
HP

Why does it specifically appeal to you?

Aussie Shampoo/ Conditioner 
Smells nice
Conditioning for my hair and keeps it in good condition
Long lasting
Habit / brand loyalty


How does a brand differ to another providing the same goods?

Doesn't work as well
Smell is not as nice

Women were not allowed to run more than 1500m. In 1967, a female protestor ran the Boston marathon which this advert could be a reference of. 

COP - SESSION 3 - Parody/ Pastiche

Parody - 1. Imitation of the style of a particular writer, artists, or genre with deliberate exaggeration for comic effect.
2. An imitation or version of something that falls far short of the real thing; a travesty

Pastiche -  1. An artistic work in a style that imitates that of another work, artist, or period.
2. An artistic work consisting of a medley of pieces imitating various sources.

According to LINDA HUTCHEON, one of the main features that distinguishes postmodernism from modernism is the fact the it "takes the form of self-conscious, self-contradictory, self-undermining statement".

Intertextuality / Julia Kristeva - Can refer to things / different art works when creating films

An example of intertextuality is an artist referencing (directly or indirectly) to the work of others / film / media / broader cultural signifiers.

Post Modernism - breaking grids / breaking rules / appropriation

Nostalgia - Rebook Classics / Reclaiming

Study Task 2 - Ethics

Discuss different perspectives on how Ethics impacts on the practice of Graphic Design.

How ethics impacts on the practice of graphic design:
Ethics can be defined by 'moral principles that govern a person's behaviour or the conducting of an activity' or by 'the moral correctness of a specified conduct'. Ethics impacts graphic designers, with having to acknowledge the consequences of the work that is produced and the relationships that are had with the client. (Glaser, 2016) argues that 'designers can give something their best shot but they can't guarantee their ideas will work, so they are in an unethical position to start off with when It comes to the client'. Roberts states that being ethical requires us to 'recognise the rights of others to have an opinion, even if it is contrary to our own' to which will help build better relationships with clients. In present day it is stated that 'who you work for is still the major ethical issue for a designer but in a less-engaged way' (Abrahams, 2016). Designers can refuse to work with some companies due to their morals not matching up, 'we won't work for petrol companies, cigarette companies, or drinks companies'. (Brody)

'ethical design in some sense is a response to a sense of political powerlessness: designers are urged to get off the fence and act'- Alex cameron (2000) a greater awareness of the world around design-politics, business, economics, science and technology- can only be a good thing, but the reality of the new design ethics shouldn't be taken at face value. 'we won't work for petrol companies, cigarette companies, or drinks companies' is it okay to be happy 'Being ethical requires us to recognise the rights of others to have an opinion, even if it is contrary to our own. This involves holding some tensions between self-fulfilment and the effect we have on others- compromising our desires is sometimes appropriate and inevitable.

Glaser’s argument is that graphic designers are engaged in risk and this is an unprofessional position. Designers can give their best shot but they can’t guarantee their ideas will work, so they are in an unethical position to start off with when it comes to the client If we leap forward to the present day, we see that who you work for is still the major ethical issue for a designer but in a less-engaged way.

What are Ethics?

What are Ethics? 

Integrity

Personal values 

Principles based on morals 

People have different codes of ethics for different things 

Can be developed at any point within your life - circumstances to surroundings 

Code of conduct based on expectations 

Work ethic 

Credit everyone 

Underpaying people 

Don't undercut the competition 

Inclusivity 

Fairness in the workplace

Sustainability 

What Responsibilities? 

DIRECT - INDRIECT 

INDIVIDIUL - SOCIAL 

PERSONAL - PROFESSIONAL 

How do these responsibilities change over time? 

DIRECT ...

- Underpaying workers 

- Stealing work 

- Avoiding offence 

INDIRECT ... 

- Working for a company with bad ethics - child labour, known for discrimination 

- Lack of action / knowledge / ignorance 

PERSONAL ... 

- Good commitment / getting jobs completed outside of work 

PROFESSIONAL .... 

- Jargon 

- Time management 

- Live up to expectations of the work place listed on your code of conduct 

INDIVIDUAL 

SOCIAL 

- Avoiding offence 

- Being socially aware 

What is corporate responsibility and is it just a macerating strategy?  

The duty of care companies owe to anyone they can effect - customers, employers  

Study Task 1 - Setting a research question

Research Record.

Interests / practice -  Branding / advertising

Key words / phrases / concepts / theories (use these as search terms)

Books. Journals. Articles. Practitioners. Examples.

Primary Research Methods? Visits / interviews / questionnaires / activities  (If applicable)

Processes / Techniques - Gather information / background information - Analyse - Specify - Create a brand criteria - Develop brand identities - Refine - Develop a marketing platform - Visualisation - corporate identity / logo - Finalising and transferring all of branding elements Questions to consider ...  1. How can a company fix and enrich their company culture? 2. What are the fundamental values a brand needs to be successful ?  Research Record. Interests / practice -  Advertising Key words / phrases / concepts / theories (use these as search terms) Books. Journals. Articles. Practitioners. Examples. Primary Research Methods? Visits / interviews / questionnaires / activities  (If applicable)  Processes / Techniques Questions to consider ...  1. What makes an advert memorable ? 2. Do you purchase products because of advertising ? 3. Why do consumers buy one product over an other? 4. What are the harmful and the beneficial effects of advertising? 5. What is the best form of advertising? 6. Why is it necessary to advertise? 7. Is there truth in advertising?

1st COP Introduction/ Briefing

This is a Graphic Design project 

Applying - research

Theoretical/ Contextual / Practical

To a problem/ issue - defined by you


Interests .... 

- Typography
- Advertising
- Branding
- Publishing / Editorial
- Design for Screen

Think about themes/ issues that could exist within an area of practice.

This is an opportunity to interrogate Design practice and Design Culture.

10 words that relate to my Graphic Design practice currently...

1. Experimental
2. Time consuming
3. Fast pace
4. Practical
5. Digital
6. Research
7. Refinement
8. Editing
9. Printing
10. Conceptual

You will: 

Develop a considered research question focussing on a specific Graphic Design discipline.

Research
Understand
Apply complex theories and concepts to develop Graphic Design Work

Deliverables

This brief is separated into two parts but will be assessed as a whole.

Part 1.

1. Context of practice blog
2. 2500 word critical essay including reflective evaluation

Part 2. 

3. 6 design boards documenting your practical work including project brief / any practical work 

You will be assessed on your ability to be organised and execute theoretical and practical research in relation to a single question.

Deadline - 04/04/2019. - 15:00


Your Witten work should include ...

- Introduction to your argument - what you are investigating.

- Critical argument developed through a discussion of triangle academic resources ( ALL HARVED REFERENCED)

- Case Studies ( 1-2 contextual examples) these might be examples of illustrate, objects, practitioners/ practice, cultural phenomena that relate to your theme or are examples of what your discussion is about.

USE:
Academic writing
Specialist Language
Third person
Quotes / paraphrasing
Harvard referencing system

JSTOR - search for open access academic papers
Google Scholar - search for academic texts (not freely readable)

Looking Closer (read this)

PART 2 (visual investigation): Be objective 

Practical work will

• Build on your knowledge established through research and critical writing. (SYNTHESIS)

• Explore the creative, practical and pragmatic issues and circumstances surrounding your chosen topic and question. (SYNTHESIS)

• Endeavour to "answer" your question through practical means. (SYNTHESIS)

• Have a clear brief and thoroughly documented design process. (SYNTHESIS)

• Cross reference information between critical writing and practical work. (SYNTHESIS)

• Supporting Design Boards

RATIONALE / RESEARCH / INITIAL IDEAS / DESIGN DEVELOPMENT / FINAL OUTCOME / PRODUCTION / EVALUATION

Learning Outcomes ... 

(Knowledge and understanding) (Research / critical awareness)

(Knowledge and understanding) (problem analysis/definition)

(Cognitive skills) (Critical awareness)

(Practical and professional skills) (research)

(Key transferable skills) (professionalism / technical competence / visual quality)

10 things I am interested in ...

- Photography 
- Teaching 
- Music 
- Fashion / beauty websites 
- Stationary 
- Crime scene investigations 
- Conspiracy Theories 
- Animals - horses and dogs 
- Logo design 
- Interior design / colour contrasts 

“Allow events to change you. You have to  be willing to grow. Growth is different from something that happens to you. You produce it. You live it. The prerequisites for growth: the openness to experience events and the willingness to be changed by them.”

Bruce Mau - An Incomplete Manifesto for Growth

10 things you read about / researched last year in PP, Cop or Studio…

Indesign 
Not everyone will like what you do 
Don't do the obvious
Binding techniques 
Grid systems / Layouts 
Printing differences / effects of different medias / colour modes 
Collaboration 
Paper stocks 
Responding to critiques 
Wider research into designers 
Screen Printing