Defining the research question: ‘To what extent does Graphic Design effect society and personal identity?’
Reflecting the theme of society, looking at advertising/public awareness with emphasis on fashion publications. This explores how coding is implemented into advertising collateral to instill subconscious messages for possitive and negative intent. There is lots to study under this topic, ranging from advertising for fashion, the distribution of advertising in print and social platforms.
The brief could go two ways...
(initial writing, not chosen way)
1) The Problem: Because of advertising, women are often positioned to the male beauty idea being on the catwalk, perpetuated by publications showing gender and identity in this way appealing to schophellia and the Gaze in some sorts.
We have come a long way since the theorists wrote their texts, especially Mulveys gaze- yet it is still incorporated within visual culture and perpetuated into society. The introduction of social media platforms and magazines such as Dazed & Confused, AnOther and I.D all broarden the representation of identity, yet still perpetuate the ideas of positioning women as objects of sexual pleasure. Embracing ‘empowering looked at ness’, Mulveys theory, magazines are promoting ‘feel good for you’ features, actively promoting a ‘my body my rules’ attitude into society, which is a good thing as it levels fields for equality.
(The design problem is often negative design codes are put into advertising and visual imagary, reflecting historical views on gender representation (especially women positioned as objects only for male desire). The representation of identity in imagary has become much more broard since social media has been introduced, and we have the possibility to digitally publish independent works online expressing individual identity to help contribute to socieity. Also e-copies of current publications (AnOther, Dazed & Confused), which incorporate a wider diversity and explorations of culture. Using Baumanns concept of liquid modernity, we are only ever in the present for a short period of time- Dubord discusses ‘when art becomes independent and paints the world in dazzling colours, a moment of life has grown old’ (188) but I disagree- we can celebrate the liquid modern and instill posotive codes to grow life and advertising representations, harnessing the good rather than the bad.)
(second writing after feedback and developing essay further)
Defining the research question: ‘To what extent does Graphic Design effect society and personal identity?’
Reflecting the theme of society, looking at advertising/public awareness with emphasis on fashion publications and such advertising. We all need a certain level of consumerism to give us a drive, and fufil our ever changing demands as our identity (and society) is ever evolving. There is lots to study under this topic, ranging from advertising for fashion to goods, as well as how the Graphic Design connects with the audience (passive or active).
Acting as advertisements for individuality and brands worth investment (rather than investing in disposible fashion, contributing to worker exploitation and making people spend money on things that wont last), as an inside exclusive from Dazed & Confused.
Ontology- Studies into gender and identity, subcultures and associating ourselves with a common culture. This can be through past magazine covers and editorials, advertising’s development in terms of format and representation of gender and identity.
Epistemology- We know about it via critical writings such as Decoding Advertising by Judith Williams, Ways of Seeing by John Berger (who also explores the concept of women in advertising in a very sexist way) and by looking at the world around us, exploring what we as the consumer do to engage with these aspects. What do we like on social media related to fashion and lifestyle? How often do we purchase, what and why? How do we incorporate these purchases within our livestyle? Is it for every day functionality or to indluge in trends?
Methodology- We can study it by conducting surveys or reading multipul critical accounts, constructing our own view. Looking at advertising, magazines and imagary and asking questions about how the subject is positioned in terms of representing gender codes and identity of the aura- what is this image saying to us about the brand? How will this improve our life or give us a sense of desire?
The Client- could be someone who is a producer of advertisements (such as a brand) or a distributor of advertisements (such as a magazine or web
franchise)
The Target Audience- needs to be part of the consumer culture, aware of the meaning/significance their goods poses. Targeting millenials (or the younger generation) may be advantageous as this project would then have the possibility to alter mindsets about consumerism/un-passify the audience.
The Mandatory Requirements- create an advertising campaign or editorial content, expressing individuality away from the consumer cycle. Must be consistent with Dazed & Confused style.
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