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OUGD502 / CONTEXT OF PRACTICE.FIRST THINGS FIRST.
SEMINAR 5.
FIRST THINGS FIRST
1st GROUP
-Ken Garland is getting bogged down with menial matters that are unimportant in his own opinion were as he would much prefer to be designing.
- Founder of DandAD, however left after it be came to commercial.
- Designed for social causes.
- Rather took part in more functional, educational, free and helpful design for society farther than packaging, promotion and advertising of useless items.
- Design with a purpose.
- He reassures his making of toys by stating he does not want to take the fun out of design however he is concerned about the reversal of priorities.
- He doesn't want to over through consumer culture, he would rather there would be more awareness of priorities.
FIRST THINGS FIRST (1964 - 2000)
2nd GROUP
- More urgent need for change as the use of commercial design has gone from small menial object to greater and more expensive products such as cars, jewellery and designer products. The things that are targeted are now becoming more harmful on the consumer world and are seen as unethical, for example, the promotion of things such as alcohol, cigarettes and items that have been manufactured by children in sweatshops.
- There is a much wider audience.
- There is more recognition on how designing for commercialism has effects society and the pressure put on the consumer audience.
- Its not just a reworded manifesto, it states the up to date opinions and facts on how society has been manipulated.
- Consumerism is becoming more and more out of control and must be challenged as it has not been in the past.
- Consumers are becoming numb to believes and purposes to there own lives and being taken over by the consumption of overly promoted items that are meaningless.
- No longer design with a purpose it is design activism.
(OUR GROUP) INITIAL THOUGHTS
- Background on the original manifesto and how it was received by different people by expressing thoughts and experiences.
- We are more interested in the images with in the ad rather than the message being portrayed or the context in which it is being said.
- Even if you take the opinion of not being interested in politics, you are still involved in the political cycle and will have and effect by contributing through your work.
- You cannot escape the fact that you are with in the political cycle but you need to be aware on the effect you have when you work is out in society.
- More of a campaign run designer
- Claims that designers our day only design for commercial uses that are useless and meaningless rather than designing for subjects of substance and importance.
- Advertising and promotion rather than education and awareness.
- Many designers feel that design is outside the concern of politics.
MICHAEL BEIRUT (2007)
4th GROUP
- A critique of the politicked 21st century Manifesto in defence of the way he works and how he earns money.
- The most recent manifesto has been written on very bias terms.
- People that signed the manifesto are designers that worked with in cultural institutes such as museums. These people have not taken part in consumerist design so they do not have strains that less-renouned designer have when trying to make money to live. Having riches and status mean you can have freedom in the work you produce rather than taking any job you cn get to earn a living.
- The most oppressed are designers that have to be a part of the consumerist product however they are not a part of the decisions behind the ethos of the product they are just there to make it look nice.
- If people like the way something is why would you augur against it?
- Graphic design is not a wider part in the process, it is a small aspect.
- it more dangerous for designer not to be a part of the field than it is for them to be there. Whats the point of dropping out of commercial design. Its less ethical to drop out (Similar to when you go on holiday and ask your self why would you leave? You know you will because it won't change anything in the world if you do drop out) If you are a part of the system then you can work with in it.
- The content of the design with in Ad Busters is an easy way to gain attention through shock. Designs that are integral to our society such as the nutrition label on food will never win awards even though it is very successful in doing its job.
- He claims that the original proposal was not for the use of a manifesto.
- There is no clear good cause anymore. commercially promoting non-profitable organisations even if they have been founded by people that have made there money from controversial beginnings.
- There are no clear choices and you have to pick your own way through your design work.
- Disappointed that it has been sated that propaganda for capitalism would be taken over by propaganda for anti-capitalism as this would not really be helpful to anybody with in society.
There are important aspects with in both augments for the manifesto to the argument that challenges the ethics behind it.
Write a critical discussion on the first things first manifesto / triangular discussion.
Base the discusstion on 2 existing pieces of Graphic Design.
Triangulation - three opinions give a more correct answer (two is just back and forth).
Think about possible subjects that you would wish to base your essay on:
- Globalisation ( Internation / perspective)
- Social change
- Form / Function
- Sustainability
- Consumerism.
* * * *
STUDY TASK 5
TRIANGULATION
WILLIAM HILL PROMOTION / FIG1
WILDLIFE CAMPAIGN / FIG 2
A number of authors have considered the relation of ethics and Design and how Creatives should conduct themselves and their work regarding the consumerist culture. Authors Garland, (1964), Poyner, (1951) and Bierut, (2007) have discusses the negative connotations of Graphic design talent is being used for purely commercial benefits rather than for the ethical and integral reason. For instance, in the original First things First Manifesto (1964) Garland states that talent is being waisted as it is being focused and used for trivial and menial purposes and remains this way due to the recognition and reward given for this type of design. This is supported by The Addbusters renewal of the First things First Manifesto i which it is stated that Consumerism is running uncontested and is unconsciously provided for by Creatives and designer alike. This need to be contested.
According to these views presented, The Promotional piece shown in FIG 1 would be completely unacceptable as it is promoting a business and culture that causes a lot of damage to people lives. Whether the designer involved did not understand the implications of this work or was simply doing their job, this is a very unethical use of graphic design. on the other hand the piece of campaign promotion shown in FIG 2 was created for free by the cause and is to bring awareness to issues that often go unnoticed in our society. the way in which this exotic animal has been placed in a situation that we are familiar with in society, this helps to put the issue into perspective. The design house that created this range of campaign promotion worked on be-half of a charity with no gain for themselves personally.
In some what of opposing views, Bierut speaking in 2007, not so much defends the actions of consumer absorbed design, but gives reason for the lack of change. He mesons the fact that the people that signed the original manifesto are designers that worked with in cultural institutes such as museums. These people have not taken part in consumerist design so they do not have strains that less-renouned designers have when trying to make money to live. Having riches and status mean you can have freedom in the work you produce rather than taking any job you can get to earn a living. He also explains that the relationship between Graphic Design and consumerism is a lot more complex than what the original manifesto discusses. There is no clear good cause anymore. Designers can commercially promote non-profitable organisations, even if they have been founded by people that have made there money from controversial beginnings.
Using this opinion from Beriut, Looking at FIG 1, the designers and creatives behind this promotion are just there to earn money to live, pay their rent and go food shopping. It is on the Company its self that have to deal with the unethical nature of their business, they are the ones that have looked to a Graphic designer to do the job they are good at by interacting with tis specific audience. The design does not appeal to the glamorous side of the betting world were, if successful, you can gain a lot of money. It remains on a level that is relatable to the potential audience that show passion within a sport they love. This could be seen, however, as manipulation through a more personal and therefor more intrusive appeal to legitimate feelings of pride. You are proud of what you support so you are willing to bet money on them to show that support and trust they will in turn come through for you.
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