United Colors of Benetton

Cherise Prinsloo

BE 2010-0496

History Of Graphic Design 

AHGA 300

Assignment 1

Question 5

United Colors of Benetton

The United Colors of Benetton is a campaign that was launched by a clothing company in order to excel their sales. Benetton started off as a jersey company that marketed their jerseys in a very unorthodox method. They approached sensitive topics that were dominating the world news at the time, and they have adjusted their advertising approach accordingly ever since. They approached issues such as racism, religion, politics, gender, age distinction and sexuality.

This advertisement is part of their "Unhate" campaign. In this image we have two religious leaders from appeasing religions kissing each other. This is an incredibly brave choice of advertising because it could be seen as a form of disrespect to the religious as well as their beliefs. This is a controversial advert that reflects their aim for tolerance. This is a common theme throughout all of their campaigns.   

Form this advertisement you can see that they approached a racial controversy from the time There was a movement towards racial equality. This advertisement shows that this becomes a concern for a company. This also expands their market base, as they are now inviting other races to buy their clothing. They become a company for the people, which was relevant in the time it was released as there was a lot of rebellion against government in the 60s.

South African Conceptual Advertising

Cherise Prinsloo

BE 2010-0496

History Of Graphic Design

AGHA 300

Assignment 1

Question 5

South African Contemporary design

Concept design is the metaphorical translation of an advertisement. Advertising companies use techniques likes exaggeration, false truths, and downplaying to manipulate the consumer. 

This Allan Grey advertisement has a little girl who wants to grow up too fast, so when she is restricted by her parents she blocks her nose and blows, and that makes her grow. This has no true value, but the theme of the advertisement is that "Time Flies". It is an advertisement for an insurance company, the metaphoric meaning to this is that one should make arrangements to insure that your life, and the life of your family is covered. 

The translation of this advertisement is "boy or man", this insinuates that if you can drink this beer, you are a man. It is a false truth that people usually associate with beer. This advertisement plays on this preconception that men have to drink beer, and real men drink this beer.This beer sets the man apart from the boy.  

In this advertisement, MTN have approached a sensitive issue in South Africa. There is a increasingly high unemployment rate in South Africa. MTN have taken this fact and used it order to better their sales by stating that they are motioning toward changing this. The unemployment rate has nothing to the do with the brand, however, it does add more positivity to their image. People associate them with a philanthropic image that deals with an issue that can be fixed. Unemployment is results in a high crime and corruption percentage in the country, so MTN is seemingly approaching the small tasks in order to solve the bigger problem. 

Manifestos

Cherise Prinsloo

BE 2010-0496

History Of Graphic Design

AGHA 

Assignment 1

Exercise 4

Manifestos

First Things First
http://www.strg-n.com/edu/hgkz_BuK/files/first_things.pdf

This manifesto was created in 1963, and recreated in 2000, when there was a shift in design approaches. People moved away from the standardisation of the Post modern movement. 

The first manifesto approached the expectation of designers in the society of the time. This would include the advertising manipulation that was required by the designers. They had to truly sell the ideas of their clients, which proved to be limiting to the design as well as the designers. The shift from print to digital has given people the freedom and speed to create design that would be more appropriate and easily sold. It also allows designers to take on more personal designs, which opens the mentality of the designer to a different aesthetic than what is required by the corporate expectations. 

Design theory is a philosophical discipline - Reframing the epistemological issues in design theory
Leif E. Östman 

In this manifesto Ostman breaks down the design aesthetic that moves the world. The theories on why certain approaches to design become so relevant when applied to any form of design. He refers to the Abstraction  of design and how it every form of design is relevant to the time, the place, and the situation it is created in. Design is not a scientific calculation, but rather an acute understanding of the aesthetic. 

He also approaches the positioning and the theory of design. he believes that in order to appropriately translate the correct information , one should understand why the design is relevant and  where it would be placed most effectively. Great design comes from extensive referencing, research and experience. No amount of knowledge can account for the experience you will gain from reevaluating the approach to a design many times over. One can not truly learn design. Design should be an instinct. 

http://ead.verhaag.net/fullpapers/ead06_id178_2.pdf

Theory and design in the first digital age
Rivka Oxman 

I feel that is is essential to approach a design manifesto that deals with the ever changing technologies of today. Oxman writes about the developments in the technological age. 

He explains that as relevant as print media is today, digital media is an revolutionising genre that is dominating out marketing strategies. He states that we should be appropriately adjusting our designs to accommodate both mediums. We should remain dynamic in our approaches to the design elements. He also states that there is a somewhat rebellion against the standardisation of the design world.  He refers to the rebirth of the past in design, as people are clinging onto the old design aesthetics. he proposes a shift in the design paradigm. In other words, he encourage the grown and change in the technologies of out time that we should adjust accordingly. This meant that throughout the years we have adjusted the design mentality according to what society needed during the time, in todays world,  we needs to build a continuity of that.