5TH MARCH 2013
OUGD402PUBLICATION DESIGN.
THE ANATOMY OF A BOOK.
A book is a collection of written, printed, illustrated or black sheets made of paper, parchment or other material. This can also be in the form of an ebook.
You need to challenge this basic meaning of a book. The relationship between content, format , design and sequence.
CONTENT
Silly, serious, organisation, theories, statistics, facts, figures, photography, type, primary & secondary material, copy. (Delivered in a way that is visually intriguing).
LAYOUT
Sequence, design, quality, message, image, type, range of layouts,
FORMAT
Conventional, packaging, simple, accessibility, information pack, presentation, delivery, interactivity, manipulation of the norm.
* * * *
INITIAL IDEAS.
After deliberation i wanted to base my publication on the topic chosen for my essay, Men in advertising. Throughout the writing of my essay, the direction is started to go in gave me a great realisation and understanding of how men are depicted in advertising. My essay started as at a point that discussed the traditional roles of me in society and gradually evolved into an argument based on the suggestion that Men have lost these traditional roles and values. These augments go from subjects such as male body image, 'male banter' and the rising of equality of women.
I feel that the research i have all ready accumulated from this would aid the depth of a certain point I could put across.
A brief History of Men in Advertising.
I intend to explore the relationship between:
1. Men in advertising and the history of advertising and promotion.
2. The status of Men in different time is history and advertising of that time.
3. Women and Men in advertising.
4. Male advertising depending on product.
5. Research contemporary advertising through men.
I Intend to....
Subtly Inform and Entertain.
A group of....
* * * * I wasn't completely sure on who the audience base would be for my publication* * * *
I thought that because the Publication is a brief history of, then the audience would be people that are aware and understand the social changes between men and women there for would understand what is being presented.
....That
Due to social changes between men and women, Men have lost there once superior and formal identity and reputation. Due to the equality of women and en it is now out of touch to show men as the bread winner and the higher member to society. Because of this it seems that man have lost there way in finding an identity. i want to show the gradual rise of fall.
In order to this I will produce....
A publication that strongly relies on image that shows a brief history in men in advertising through a rise and fall. This will be a light hearted and humorous publication that is not meant to be taken seriously, however it shows a point of view that will have an effect of realisation.
* * * *
19TH MARCH
I explained to the group that my initial ideas.
Create a very visual based publication that:
- Would display how the status of men had changed through time through advertising. This would also give reference to the changes in society at the time.
- Show adverts that are based around gender and reverse them. So an advert that may sexualise a man, then see what happens when you swap the man for a woman (and visa-versa).
- Categorise the different adverts that are aimed at men or use the male gender to emphasise a point. Different methods of advertising (directed in a humorous manner).
I could also show how these advertising methods are used in female advertising as well.
- Show the 'rise and fall' of men in advertising through the different types of commercials. (this would be in a humorous taste as it gave a sense of realisation.
After explaining my idea to the rest of the group I received suggestions in feedback.
- If the publication was a comparison between men and women the you could lay the publication out like a magazine, were one half is upside down to segregate the female dn male based advertising.
- If mainly visual based you could add small quotes or captions.
- Because the subject is quite refined, don't worry so much. People that are aware of the changes in social life will understand the flow of the book.
- The group also like the idea of categorising different types of male based advertising.
After the crit I was still quite worried on what it was i was actually going to do.
Because this subject is widely based on opinion, it makes it very difficult to create something that can be taken seriously by a wide audience.
* * * *
EXAMPLES OF GENDER ADVERTISING.
MOST RECENT EXAMPLES
BERTOLLI SPREAD
This ad depicts to older women taking advantage of a younger male getting undressed on a beach. I believe the ad is hinting that if you use this Bertolli spread it keeps you youthful and cheeky implying, to mainly health conscious women, that in a way this spread keeps you healthy and promiscuous.
When I saw this advert on the TV i thought to my self how this advert would be received if the two older women were men and the man coming out of the water was a woman. I feel that this reversal would be very much ill received in todays society. This would also raise the question of why this is seen acceptable for a man to be sexualised however not a women ( in this context).
DIET COKE
* * * *
KRONENBOURG BEER
I feel that the turn of the century would be a good indicator to use when looking at advertisment methods and style to see what the differences are. I feel that from around the 1950's and 60's is were the male reputation was at its highest, This is due to the constraints for women in society.
A WOMEN'S ROLE IN 1950's
The role of women in the 1950 was repressive and constrictive in many ways. Society placed high importance and many expectations on behavior at home as well as in public. Women were supposed to fulfill certain roles, such as a caring mother, a diligent homemaker, and an obedient wife. The perfect mother was supposed to stay home and nurture so society would accept them. A diligent housewife had dinner on the table precisely at the moment her husband arrived from work. A wife was a "good" wife only if she carried out her man's every order and agreed with him on everything. In fact, even if she wanted to voice an opinion, he education, or rather lack of thereof would not allow it.
RESOURCE LINK - http://voices.yahoo.com/a-womans-role-1950s-10246.html?cat=41
WOMENS ROLES IN THE 1950's
By: Nina Stoneham
Women’s roles were greatly changed in the 1950s, with the men coming back from war and taking their jobs back. Women had, during World War II, taken men’s jobs while they had been away at war. After the war, many women wanted to keep their jobs. Many of them became wives and mothers as the men came back from the war. In 1957, 70% of working women held clerical positions, assembly lines or service jobs. 12 % held a profession and 6% held management positions. Those that held professional jobs worked as nurses and teachers. They found themselves taking care of the house and of their children.
Many of the advertisements in the magazines and T.V. shows somewhat defined the role of motherhood. They were constantly aimed at feminine concerns because women were normally the ones that were buying the products for the house. T.V. shows such as “The Adventures of Ozzie and Harriet” set an example of how normal “American” life should be. These advertisements often times showed smiling women with their arms loaded with cooked food, or a women cleaning house and looking happy and content to be doing that and nothing else. These were dedicated housewives whose only goal in life was to meet the pleasures of their husband and children. Society believed women fit this role and it should be the goal for women. On the contrary, few women assumed this role completely. New appliances that were being made allowed women to spend less time in their house. Women could then explore other interests besides home and family, such as going to college.
The number of girls who entered college dropped during the 50s. Many women left college early to marry after the war and other women who did stay were not planning on working toward a job. They were planning on a quiet life after college with their husbands and tending house. In fact, Lynn White, president of Mills College said that “the curriculum for female students should prepare women to foster the intellectual and emotional life of her family and community” (Educating Our Daughters by Lynn White). Female students were encouraged to take special courses that got them ready for home life such as interior decoration and family finance. Many women applied for jobs regardless of what society thought of them. Getting a job required more work. Because those women were putting all their time into their work, they had less time to spend at home.
Some people became worried that because the women weren’t at home all the time, they thought that children might be being deprived of a parent. Social commentators said that because of this, women were in fact endangering the family by not being there for their children and husbands. The husband wasn’t always at home all the time either because he might have been away in the city. Life went on regardless with the wives buying all the purchases at home and making all the family’s finances. The husbands bought the groceries and because he had the car he could also drive he children around as well. Since the husbands were away at work all the time the wives would have to do a lot of the manual work around the house. These changes in the home may not have been considered as positive but they were for the women. Women really progressed in the fifties with finding new job opportunities and finding their place in society. Not necessarily the role of the happy and obliging housewife but a role of a woman who has helped out in the war and who has risen above society’s standards. She has kept the family up in times of war and peril, such as the Great Depression. Now after the war, she has maintained her role in society and her courage to face a new America.
Many of the advertisements in the magazines and T.V. shows somewhat defined the role of motherhood. They were constantly aimed at feminine concerns because women were normally the ones that were buying the products for the house. T.V. shows such as “The Adventures of Ozzie and Harriet” set an example of how normal “American” life should be. These advertisements often times showed smiling women with their arms loaded with cooked food, or a women cleaning house and looking happy and content to be doing that and nothing else. These were dedicated housewives whose only goal in life was to meet the pleasures of their husband and children. Society believed women fit this role and it should be the goal for women. On the contrary, few women assumed this role completely. New appliances that were being made allowed women to spend less time in their house. Women could then explore other interests besides home and family, such as going to college.
The number of girls who entered college dropped during the 50s. Many women left college early to marry after the war and other women who did stay were not planning on working toward a job. They were planning on a quiet life after college with their husbands and tending house. In fact, Lynn White, president of Mills College said that “the curriculum for female students should prepare women to foster the intellectual and emotional life of her family and community” (Educating Our Daughters by Lynn White). Female students were encouraged to take special courses that got them ready for home life such as interior decoration and family finance. Many women applied for jobs regardless of what society thought of them. Getting a job required more work. Because those women were putting all their time into their work, they had less time to spend at home.
Some people became worried that because the women weren’t at home all the time, they thought that children might be being deprived of a parent. Social commentators said that because of this, women were in fact endangering the family by not being there for their children and husbands. The husband wasn’t always at home all the time either because he might have been away in the city. Life went on regardless with the wives buying all the purchases at home and making all the family’s finances. The husbands bought the groceries and because he had the car he could also drive he children around as well. Since the husbands were away at work all the time the wives would have to do a lot of the manual work around the house. These changes in the home may not have been considered as positive but they were for the women. Women really progressed in the fifties with finding new job opportunities and finding their place in society. Not necessarily the role of the happy and obliging housewife but a role of a woman who has helped out in the war and who has risen above society’s standards. She has kept the family up in times of war and peril, such as the Great Depression. Now after the war, she has maintained her role in society and her courage to face a new America.
RESOURCE LINK - http://1950s.weebly.com/womens-roles.html
PRE-2000 ADVERTISMENTS.
1960's - COFFEE ADVERTISEMENT
The advert reverts to the point made above. it is a very sexist advert which even shows the husband making an almost aggressive gesture toward his wife for something as binile as a cup of coffee. At this time in history adverts like this promoting home items was very much seen as acceptable and would put a pressure on women to be perfect and do thing perfectly to serve and look after their husbands.
1985 LEVI JEANS
This advert show the sexualisation of a male, however it is the male that provokes this. As women stare, he goes about his business without a care.
CARLING BLACK LABEL (PISS TAKE OF AD ABOVE)
This ad is a 'piss take of the previous advert and plays on the silliness of men which brings the appeal of humour. It takes the sexiness and promiscuousness of the previous advert and pulls it back down to earth when the 'normal, everyday' men are shown to have nothing on. this suggests that these everyday men are 'real men' to which the audience can relate to (especially men) as they are imperfect and act daft.
BRITISH TV ADVERTS FROM TH 50's, 60's and 70's
The slogan 'The beer that men drink' implies that if you don't drink this beverage then you are not a man. this has been seen i multiple adverts that are directed at men as it almost challenges men and subtly compromises their masculinity. the power comes from this proposition as most men are very defensive when there manliness is questioned.
This advertisement for mens work boots also openly makes fun of men when they are shown in a feminine light. This ad shows men taking part in a foot ware fashion show, however through the ruff set they are walking through as well as the burly men surrounding it suggests this performance is taking place in a male dominated work place. the way in which the men walk as well as the slogan 'for men who wouldn't be seen dead in ordinary work shoes' implicates a touch pf feminism as these attributes are usually seen in women. The humour comes from the fact that these men are usually seen in a hard male stereotype, however here this stereotype has been completely turned on its head. (i think due to the coloured image and higher quality in this ad shows it was newer than the black and white beer advert above).
POST - 2000 ADVERTS.
CALTON DRAUGHT BEER
This promotion for mens work ware uses quite strong sexual innuendoes. This explicit play on words seems very crude and is designed to appeal to men who are open about the sex lives as this is a sign of masculinity.
CRABBIES ALCOHLIC GINGER BEER
CELEBRATION OF INDIVIDUALITY.
Mc DONALDS
'HE'S HAPPY'
OLD SPICE ADVERT
FRAGRANCE
I really like how this advert cleverly plays on the 'perfect man' image that many advert promote there products through. I feel that this is a humorous jibe at what these advert imply to the public in a way putting into practice what the consumer 'must' feel when they see such advertisements (which is obviously not the case) this is is were the humour resinates from.
SNICKERS 2008
This advertisment makes fun of the common knowledge (of mainly men) the play acting and diving that takes place in the game of football today. this advert is relatable to the audience in two ways. the first is the fact that Mr T is a well known TV show character who is known for his exuding masculinity whom mainly young boys of the day will have grown up with. It is also relatable in the sense that mr T is acting on the issue of diving in football and this is something that I'm sure many football fans would like to do.
HP SAUSE 2012
'A SAUCE OF MANLINESS'
This add take something as simple as a condiment and tags it as something that makes a man a man. through out the advert, the commentator presents many examples of how men should or should not feel as well as what they should and shouldn't do in specific yet relatable circumstances. The humour comes from this relatability that everyday men have with these issues brought up and it almost makes fun of these thought processes.
Through my research so far I feel that one of my initial ideas the 'Rise and fall of men in Advertising' has become a stronger contender to become the focus of my publication.
I feel that through simple visuals and quotation/statements i could create humorous categorisation of advertising methods that exploit characteristics and stereotypes of men in advertising.
This means i can now concentrate on possible formats, layout and content that relate and display this idea.
ISSUES
Many of my research material are in the form of videos, which are not possible to show with in a publication. Because of this I will have to try and re-create well known adverts so they are instantly recognisable.
Because the name of the brief is 'A brief History..' i feel that it would be suitable to the brief to display this document in a timeline format. This would also help back up the heading 'the rise and fall' as this hints a movement through time.
1930's ADVERTISEMENTS
This ad implies that if you smoke these cigarettes then you are part of a well educated and important part of society. Using the reputation of a Doctor in forces this, however looking at this advert now seems very ironic when doctors are promoting soothing that is extremely bad for your health. ( I also love you 't-zone' addition at the bottom. just because the word throat and taste start with the letter t show that this is and extremely good combination).
VAN HEUSEN TIES - 1960
LAUDER FOR MEN
JOHNSON BABY POWDER
CIGAR AD - 1950's
The composition of this advertisement would now be seen as very sexist with the man standing tall above the women while she holds his ash try above her head as if he were stubbing out his cigar on her head. the caption at the bottom tells of how women almost hunt men and check them out so as they get a good now. It is the woman who wants the men making the man the desired and therefor higher character.
THOUGHTS SO FAR Because a lot of solid material comes in the form of a video (especially in contemporary advertising), i was thinking that I could have a publication that could have a dvd that would correspond to what was being said in the book.
I think that this would then give the audience solid information to go with which would support the notion of the rise and fall.
I have started to look at possible packaging and formats that my product could take considering the inclusion of a DVD. (These are shown on the 'Other practitioners' post)
As well as deliberating on the format in which my product should take, i started to make some visuals on possible aesthetic. This may help to influence my choices of production.
These are a couple of riff sketches of a few ideas i had for the publication that could be used with in or on the front of my publication.
This sketch played with th idea of w well dressed smart looking man who is suddenly changed into a slob when the flaps of the booklet are opened.
This idea also uses the same format as the ketch above however the 2nd image seems to have lost his trousers once the flaps are opened. This gives a sense of embarrassment that would mirror the fall of en in advertising.
I really liked the idea of the male image loosing his trousers and how it symbolises the loss of dignity. i started to visualise this idea using the illustrator software.
I experimented with the placement of type on the image. Having 'the rise' above the head of the character means that this will be visible when the bottom feature is up. the type at the bottom will be covered at first so hidden from the viewer. The first thing the reader would see would be the full suit and 'the rise' above it. Then as the bottom of the piece is slid downwards the underpants would be revealed and the full title of the book would be revealed. I like that the image and type work together through the opening mechanism.
I made a ruff mock up of this idea to see the full functioning and to see if it would work in the physical form, which it did.
* * * *
In the previous crit it had been suggested that I should pursue the idea of categorising the different methods of men in advertising.
Using imagery and examples I had found previously I tested this idea.
I came up with categories that seemed to arise from examples I had already researched.
- The manly man
- The Irresistible man
- The Family Man
- The man with the reputation
- The put down of women
THE MANLY MAN
POST 2000
SNICKERS
BURGER KING
JOHN WEST TUNA
HP SAUCE
THE MANLY MAN
PRE 2000
CLARKS SHOES
MARLBORO CIGARETTES
POST 2000
AERO CHOCOLATE
OLD SPAICE MAN
LYNX
THE IRRESISTIBLE MAN
PRE 2000
DIET COKE
CIGARETTES
POST 2000
MONEY SUPERMARKET
ROBINSONS JUICE
WARBURTONS BREAD
THE FAMILY MAN
PRE 2000
JOHNSONS
GILLETTE
MAN WITH A REPUTATION
POST 2000
WKD
DOLCE & GABBANA
MAN WITH A REPUTATION
PRE 2000
When it can to looking for adverts this side of the turn of the new century I found it quite difficult to fine adverts that do actually put down women. because the pre 2000 adverts are so vivid and cutting when it comes to putting down women, it is hard to find newer adverts that can compare.
CAMEL CIGARETTES
RESISTOL HATS
When it can to looking for adverts this side of the turn of the new century I found it quite difficult to fine adverts that do actually put down women. because the pre 2000 adverts are so vivid and cutting when it comes to putting down women, it is hard to find newer adverts that can compare.
THE PUT DOWN OF WOMEN
PRE 2000
However while I was debating the inclusion of this category it came to me that I with the roll and just have the modern day versions showing men being put down by women.
By doing this it shows the enormous shift between the roles of men and women in society. Were it was one women that were depicted as the inferior sex, It is now men who are being put down by the women.
THE PUT DOWN OF MEN
POST 2000
This is an example I used in my essay as it shows the man accomplishing something, however when he gets to the house his wife simply raises her eye brows as if she id not impressed putting down the male.
This advertisement from Huggies implies that men are incompetent when it does to looking after a young child.
Many of the adverts before the turn of the century are displayed with in a printed format were as all of the modern adverts are television based. This is why I think the inclusion of a DVD may aid the point I am trying to make.
I could have the older printed adverts as a printed publication and the screen adverts could be on a DVD. I could make it so the advert in the book would correspond with the videos on the DVD so that the audience cab see the comparison and realise the changes in the world of male based advertising.
I could have the older printed adverts as a printed publication and the screen adverts could be on a DVD. I could make it so the advert in the book would correspond with the videos on the DVD so that the audience cab see the comparison and realise the changes in the world of male based advertising.
* * * *
PRESENTATION & CRIT
16TH APRIL
For this crit i made a presentation explaining my thought processes and proposed product.
As well as the presenting the concept behind my idea I also proposed potential packaging for a printed booklet and DVD as well as showing the mock up of functioning idea.
After presenting my idea i recieved the following feedback:
- You are over thinking and over complicating your product and having a DVD is unnecessary. You need to make sure that you are not treating your audience as if they are stupid.
- Scrap the DVD idea and narrow down what you have considering corresponding adverts. Instead of videos and printed advertisement what don't you utilise certain slogans and the brands that put forward these sayings.
- The visual you have created is very effective and this is an aesthetic you can work to in your publication. think about the format you publication could take.
I asked whether it would be necessary to add in quotes form theorists and other writers to support the examples i would give. the response was positive to this as it would enforce what it is you are trying to say.
After this crit I felt that this was the most sure I had been about this project the entire time we have had it. i feel that I know have a narrowed down product that gets across the opinion that had evolved fro writing my essay.
This crit made me realise just how indecisive i have been and how i have over thought every idea I had had. in a way it made me frustrated with myself that it had taken me this long to get to a near nailed on idea for an actual product.
* * * *
FINAL PIECE IDEAS AND PRODUCTON.
Now have a more defined idea of what i want to do and produce I started to think about the composition, content, layout, and aesthetics of my publication.
So I could start to visualise the my publication i decided to write down a few quotes that i have taken from my previous research. I have to make sue that i pair up an old ad with a new and ensure that they contrast and collaborate. By this i mean that the slogans need to have a similarity so that they can then contrast relating to the language used.
The first one that stood out to me was the modern Snickers slogan and the Marlboro slogan.
MARLBORO - 'Where theres a Man theres and marlboro'
SNICKERS - 'Get some nuts'
I feel that these two work well together as they are kind of implying the same thing however the language used is very different. The Snickers slogan is written in a very slang manner which reflects the male audience. The Marlboro quote is more of a sentence suggesting a more 'well to do' audience.
Another blatant example that stood out to me was the contrast between the Lauder for men perfume advert and the Old Spice advert.
LAUDER FOR MEN - 'Because if you feel good about your scent, then so will she'
OLD SPICE MAN - 'Smell like a man, man'
Similar to the contrast above the older advert slogan seems more literate aware with a full sentence to explain the promotion. The newer slogan sound stupid when you read it, but this is deliberate. This again shows a fall in standards for men.
CAMELS CIGARETTES - 'More doctors smoke Camels than any other cigarette'
SCRUFFS WORK WARE - 'For me who screw, bang 'n' drill'
I really like the strong contrast between these two quotes. The 'well to do' reputation of the doctor has an extreme contrast against the very slang and crude slogan from the mens wear brand. the only issue that I might have is that the scruffs brand is not a very well known brand ad I don't think people would be able to relate with this example as they would not know what the brand is.
VAN HEUSAN TIES - 'Show her its a man's World'
HUGGIES NAPPIES - 'Put them to the dad test'
I love the contrast between these to quotes as it is almost a cheap shot from women. this contrast implies that men used to believe that they where the superior gender however the second slogan suggests they can't even take care of the own offspring!
GILLETTE - 'The best a man can get'
MONEY SUPERMARKET- 'Feel epic'
I feel that the contrast is only slight between these to however it still plays on the language use then and now. The Moneysupermarket slogan is like a slang ad simple way of interpreting the Gillette slogan.
* * * *
After finding a few possible slogans and brands, I started to think about the layout of pages and how these contrasting slogans can be displayed in the most effective way.
I drew up a few ruff sketches to visualise some potential layouts. I definitely want the page to be simple to enhance the simple information on the page
I also started to think of how I could present my product using the visual I came up with earlier.
* * * *
I started to digitalise my material by recreating or adjusting existing images of the possible logos. I did this by using both the illustrator soft ware and the photoshop software.
SNICKERS LOGO
When placing the logo on the black background I felt the the image looked a bit too loud. Because of this i experimented with shadowing the edges of the logo to give the impression that the image is emerging form the black of the page.
Out of these testers for the shadowing, i think that the bottom logo on each page is too extreme and the red banner has beed erased too much. I prefer the top logo on the bottom image.
I like the logo justified in the centre of the page because it gives off a strength and draws the eye to the well known logo.
MARLBORO LOGO
I prefer the logo with the lesser shadow around the edge, i also think that tho remains consistent with the snickers logo above.
(ESTE) LAUDER FOR MEN LOGO
I could not find a good enough image of the Lauder for men logo so i decided to recreate it. because it is a simple shape i don't think that tho would be too difficult to do.
(EXAMPLE OF LOGO ON A VINTAGE ORIGINAL PRODUCT)
To get the closest colour possible to the existing logo I tested a few variations using the colour pallet tool.
I feel that this bottom colour is the closest to the logo. Because i am , in effect, trying to recreate a gold colour using flat, matt colour is difficult, however I feel that this tone is the closest I could get.
(ESTE) LAUDER FOR MEN LOGO
MONEYSUPERMARKET LOGO
After an hour or so of searching, I could not find a typeface that matched the typeface used in the logo.
HUGGIES LOGO
I was able to find a rather large image of this logo, However the edges were quite pixelated.
Because of this pixelation I created new layers to neaten and enhance the colours of the image.
VAN HEUSEN LOGO
I was able to find a very close typeface to the one used for the Van Heusen logo
I noticed a small feature to the logo above but because the image id so exalted it took me a while to get what it was.
I recreated this little image of a man with a tie on using illustrator software. Because the back ground on my page is going to be black i decided to reverse to colours shown in the original image.
CAMELS LOGO
The only images I could find for the camels logo was through a photograph of a box.
I decided to use the pen tool to recreate the type feature of the logo.
I added the drop shadow to finish off.
Having the test aligned down the middle on the opposite page balances out the image and looks slick and simple.
I want to apply this composition of type to accompany the logos I have created.
* * * *
I created a small mock up to experiment with the page layout. I felt that it was important for the reader to see the logo first so they recognise and understand the ethos of that brand. then the text will follow on and the realisation will take place.
LOGOS WITH ACCOMPANYING TEXT.
I decided to change my original plan in using the Sruffs logo and slogan because I was worried that it wasn't a brand that was known well enough. Because of this I used the WKD logo and slogan because many people know the types of adverts this brand use to promote.
Even though I feel that the previous brand was a strong contrast to its vintage counter part, I feel that is was good call to swap. as these promotional adverts also display the point i am trying to put across.
* * * *
As suggested in the last crit I wanted to use quotes from various writers to support the over all message i am trying to put across to the audience. through the righting of my essay i have already got some quotes and other references that may help to present my opinions.
JOHN BERGER (WAYS OF SEEING) - 1972
‘Men are measured by the degree of power they offer. The power may be in any number of forms, for example moral, physical, economic etc. A man’s presence suggests what he may or may not be able to do to or for you.'
http://v5.books.elsevier.com/bookscat/samples/9780240516523/9780240516523.PDF
This is a quote I have used at the beginning of my essay as it states what the traditional views are on a male identity. I feel that it would be suiting to have this quote at the beginning of my publication to as it sets a scene on how men are traditionally seen and it corresponds with the fact that this quote was stated before the turn of the century, just like the older brand examples. due to this I feel that this would be very fitting.
* * * *
THE 5 MOST INSULTING WAYS PRODUCTS ARE ADVERTISED TO MEN
http://www.cracked.com/article_19758_the-5-most-insulting-ways-products-are-advertised-to-men.html
MASCULINITY IN CRISIS
'Men used to know their place,
as provider for their family, says Clare, and this was a role to be proud of.
But today, as women show that they can do everything that men can, this provider
role becomes diminished.'
‘There
is even a noisy minority who argue that feminism has ‘gone to far’ and that it
is now men who have the worst deal in society’
‘Men
have to find a new, modern, useful place for themselves in the world – just as
women have to. And this is where the mass media and popular culture come in,
because they offer important tool to help men – and women – adjust to
contemporary life.’
BEER, BOATS AND BREASTS: RESPONSES TO A CONTROVERSIAL ALCOHOL ADVERTISING CAMPAIGN
http://ro.uow.edu.au/cgi/viewcontent.cgi?article=1074&context=hbspapers
MALE DOMINANCE, IGNORANCE, RELIGION AND WILLFUL STUPIDITY
* * * *
Because the rest of my book is based on double page spreads this means that the quotes have to be part of a double page spread so as to flow when printing.
I tested Cartridge paper and Bulky news print to see which suited more. I preferred the cartridge paper because i think that the off white softens the imagery and type nicely
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PRINTING AND BINDING OF BOOK.
While printing I did encounter i few issues:
- Some times the ink drag across the page leaving un-wanted marks.
- Because of printing double sided, the printed would sometimes scrunch the paper causing small jams which in turn would effect the image being printed.
- Sometimes the printer wouldn't line up the double sided sheets properly.
To over come this I had to print one side of a spread and then leave this page to dry for at least 15minutes before i could then print on the reverse side.
The outer edges of my book are not lined up however I will use the book binding guillotine in collage to correct this.
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THE MAKING OF MY PACKAGING
Originally I thought I would be making my sliding box however I found this existing packaging that worked in the same way. I have made my book so it measures 110mm by 160mm so it would fit inside this box nicely.
Because the book has to be pushed to the edge of the packaging of the visuals to work, I used some craft foam, cut to size to fill it out.
Because I have added filling as well as card around the outside, the original slide on feature of the box no longer fit and it was a struggle to get it on and off. Because of this I decided to make a new sliding component that would slide on an of Smith more ease.
I measured up from the bottom of the image on the front cover of my book to were the image would meet the card board and cut it down to size. To finish the box I centred the bottom half of the suit image and covered the rest of the opening flap in black card.
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EVALUATION
I feel that my product with in its packaging is not up to the standard I would have liked. I feel that this, along with the ink markings and off set seems, has hindered the aesthetics and does not look as professional as what I was aiming for.
Other than this I feel that the boo holds my opinion well and the the content I have used has been feel supported through research. I would have liked to have had more examples of contrasting slogans, However due yo the struggles I had at the beginning of this brief when deciding what to do, this gave me limited time especially when factoring in the printing and binding.
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