Exercise 8

For this exercise we were required to read

“Konik, I. 2007.”Thematising the ugly side of sublime technological development in Sonzero’s Pulse (2006) as an inadvertent critique of the ‘technocentricism’ of postmodernity”. South African Journal of Art History 22(3)”

And discuss what he has said:

What Konik is sayin in the essay is that todays world is very indecisive, people are obsessed with social media and technology as well as spinning the truth, this results in no truth or justice.  In the essay he concludes that technology is not benefitting us, but affecting us negatively.. The reason he says this is because “capitalist techno-science reduces the human to a technical aspect.” Meaning that it takes out all the humans own thoughts and everything is done by the computer. In the essay he refers to the movie “Pulse” to backup his arguement that technology has changed the way people act and the world today.

Also Lyotard feels that technoscience has become autonomous and does not  benefit us humans. Also the automated nature of contemporary science has progressed to a level where the economy developed for itself.
Kristeva states in an argument that mainstream entertainment, advertisements and films Strengthen the socio-economic status by adapting individuals to their view points. The movie removes all aspects of how we interact among people and how we behave to certain aspects of life, this is done to show how human are “dehumanized”.

There is a positive and a negative argument when it comes to technology. however, Konik talks about only the negatives, he states that technology can be seen as a monster in another universe, taking over the lives of people on earth. in the movie it is depicted that technology is draining the human being, it drains the human existence.

The more people become involved with technology the more technology takes over human existence. people nowadays are unable to communicate in person, but can type out a thousand words on a cellphone. People lack communication skills, they dont know how to spell correctly because of slang that is associated with texting. Punctuation has also been left out or used incorrectly. Most people have become antisocial and can not live without a cell phone for more than 5 minutes.

Along with the increasing demand for technology he also says that nature is now being harmed because of that. He concludes that people use technology more and more each day and can not live without it.


Exercise 1

This is the first exercise required for Assignment one of the History of Graphic Design syllabus. In this exercise we were required to choose 10 Contemporary logos which relate to ITS (International Typographic Style) Principles and then create a discussion on 5 of the logos, giving a reason as to why it has ITS Principles.

The 10 logos I have chosen are:

1. American Airlines – Flights

2. Adidas  – Clothing

3. NBC  – Broadcaster

4. Mitsubishi  – Car brand

5. Harley Davidson  -Motorbike

6. Firefox  – Browser

7. Unilever  – Food Producer

8. YouTube  – Internet site

9. Animal Planet  – TV Channel

10. Pizza Hut  – Fast Food Company

Screen Shot 2014-08-06 at 10.39.22 AM

You may ask yourself what ITS was and what their principles are?

The International Typographic Style began in the 1950s and is known as the Swiss Style. The Swiss Style emerged from Germany and Switzerland. Their objective was clarity and order.

The International Typographic Style Timeline [ONLINE] Available at: http://smearedblackink.com/swiss_style_timeline/. [Accessed 16 February 2014].

The five logos I will be discussing are:

1. Adidas

The reason I say that the logo is a reflection of ITS principles and design is because the logo is clear and concise. The font is a Sans serif font and the flower above the word adidas uses a symbol of a flower instead of an image of a flower, adidas active logo as you can see is mathematical in the sense that it uses a grid as well as a sans serif font.

2. Harley Davidson

The Harley Davidson logo as you can see uses symetrical lines and a grid in the sense that the logo is unified by a border and this shows a mathematical structure, the logo depicts clarity as it is easy to read and uses sans serif font. The logo also uses basic colours and only has three flat colours.

3. YouTube

The logo for YouTube depicts the ITS because the word ‘tube’ is reduced to a symbol which looks like a literall tube. The logo is simple and easy to read, it is free of propaganda. It uses the basic colours of red, black and white to portray the logo.

4. Animal Planet

The reason I think that Animal Planets logo is typical of ITS is because it is bold with the use of one colour, in different shades. The logo has the ‘M’ on its side which could be seen as how animals lay down most of the day and that animals come in different shapes and sizes so the logo is depicted in different angles to show this.

5. Pizza Hut

The reason Pizza Huts logo is being discussed is because it shows the logo clearly, the logo seems to look like a hut which could be the restaurant “hut”. and because not many colours are being used. The logo is in Sans Seriff and is mathematically placed to represent a hut.


Ray Vellest. 2013. Talking about the new American Airlines logo. [ONLINE] Available at: http://www.webdesignerdepot.com/2013/02/talking-about-the-new-american-airlines-logo/. [Accessed 16 February 2014].

F5toRefresh. 2014. adidas logo – F5toRefresh. [ONLINE] Available at: http://f5torefresh.com/adidas/adidas-logo/. [Accessed 16 February 2014].

NBC Logo | BrandProfiles.com. 2013. NBC Logo | BrandProfiles.com. [ONLINE] Available at: http://www.brandprofiles.com/nbc-logo-5. [Accessed 16 February 2014].

Unknown. 2014. New Cars Son: Mitsubishi Logo. [ONLINE] Available at: http://carsson.blogspot.com/2013/09/mitsubishi-logo.html. [Accessed 16 February 2014].

Steve Baird. 2013. Harley-Davidson Logo Rides Without Words. [ONLINE] Available at: http://www.duetsblog.com/2013/07/articles/trademarks/harley-davidson-logo-rides-without-words/. [Accessed 16 February 2014].

Mozilla. 2014. Firefox Browser wordmarks — Mozilla Style Guide. [ONLINE] Available at: https://www.mozilla.org/en-US/styleguide/identity/firefox/wordmarks/. [Accessed 16 February 2014].

IndustryWeek. 2014. Gallery: Top 25 Unilever. [ONLINE] Available at: http://www.industryweek.com/top-25. [Accessed 16 February 2014].

Unknown. 2014. Branding Guidelines – YouTube — Google Developers. [ONLINE] Available at: https://developers.google.com/youtube/branding_guidelines. [Accessed 16 February 2014].

animal-planet-logo . 2014. animal-planet-logo . [ONLINE] Available at: http://tvbythenumbers.zap2it.com/2012/03/27/animal-planet-seals-record-first-quarter-performance/126285/animal-planet-logo-2/. [Accessed 16 February 2014].

Ergodotsi. 2014. Pizza Hut Λάρνακα – Waiters/Waitresses. [ONLINE] Available at: http://ergodotisi.com/JobDetails/24388/Pizza-Hut-. [Accessed 16 February 2014].

Exercise 2

The second exercise required for Assignment one is to choose one of the following South African Magazines:

– A Look Away

– One Small Seed

– Enjin

– Design Indaba

Once a magazine has been chosen, we need to comment on the layout, type, content, style, genre, niche/market of the magazine.

The magazine I have chosen to discuss is One Small Seed.

About One Small Seed

One small seed is a magazine which came out in October 2005.  It is a South African media house with different ways to express awesome things.  One small seed is all about inspiration and how to share it.  It consists of a blog, social networking, online TV, photography publications, a production company, a series of different events and then the most important of all; the magazine that brings everything together.

The magazine is  printed out on glossy paper. This also links to the modern style of the magazine, it has a funky look and feel but it is also very professional.  The style of the magazine is inspiring because of the different design elements brought into harmony on each page.The magazine shows a diverse layout in each print.


The First layout being discussed is:

(Lindi Wessels, 1, 2014.)

Layout: This double page spread is meticulously placed to look modern and stylish. The page is divided so that the image is on one side and the text is on the other, however the pages link because of the use of the negative space.

Type: The Heading is placed in such a way that it makes it look modern and not cluttered, the title ‘Modern Day Goddess’ is in a serifed font.

Content: This double page spread is an introduction to what looks like a quiz or questionnaire, the subtitle reads “Looking at women of all modern day society, and the goddessly depiction that shows of in their everyday ambience. What goddess are you?”

The title portrays a message that all woman are goddesses in their own way and that there are several kinds of goddesses. This doesnt give the message that all women need to look a certain way or dress a certain way like most other magazines but that women can be themselves. On the other hand the image of the girl is their depiction of a goddess suggesting the opposite of what the subtitle states.

Style: The style of the page layout is modern, unique and fashionable, because of its clean lines and the use of photography which is also fairly modern. The positioning of the type is also modern, creating an interest in the reader.

Genre: The genre of the layout is stated in the top left hand corner of the first page, being “lifestyle” meaning, the type of life you choose to live.

Niche/Market: The target market for this layout I would say is primarily females between the ages of 18 and 30, because they are still deciding what they need to do with their lives and who they should become. The other audience I think it would target is older, more mature ladies who just want to find out more.

The second layout being discussed is:

(Marzelle Smith. 2013)

Layout: This double page spread has been divided into 4 columns with a different face above each paragraph of text.

Type: The type is difficult to read because the font size is so small, a question is asked and this is displayed in bold and then the answer is displayed in normal font.

Content: Although it is unclear, the article is about mastering your craft.

Style: It is a very playful style and informal.

Niche/Market: I would say this is targeted at creative people in the design industry.

Other layouts of One Small Seed which shows their diversity:


(ISSUU – one small seed issue 22 by Jessica Manim. 2014)


Lindi Wessels, 1, 2014. local design magazine – one small seed. [ONLINE] Available at: http://lindiewesselshistory.wordpress.com/2013/02/05/local-design-magazine-one-small-seed-3/. [Accessed 24 February 2014].

ISSUU – one small seed issue 22 by Jessica Manim. 2014. ISSUU – one small seed issue 22 by Jessica Manim. [ONLINE] Available at: http://issuu.com/onesmallseed_selectedcreatives/docs/onesmallseed_issue22/9?e=0. [Accessed 26 February 2014].

Exercise 3

This is the third exercise for Assignment one, 3 contemporary brands were chosen and then a discussion about them followed.

The 3 brands being discussed are:

  • Guess
  • Adidas
  • Apple

– Their appeal from a personal perspective and a professional perspective will be discussed.

– Visual examples and information about their corporate philosophy, vision, mission, identity and image will be shown.

– I will then discuss how I would change or improve their image and which elements will influence my own brand strategy.

Personal Appeal –

I have a very strong liking towards the guess brand, I think they produce amazing clothing, bags and jewelry. My opinion on Guess is that the brand is sophisticated and has a unique look. People who wear Guess branding have the money to purchase it and feel good when they wear the brand.

Professional Perspective –

The quality of clothing is decent however for the amount of money you pay for the brand it doesn’t last as long as it should. Another downside to their jewelry is that it is extremely expensive but is costume jewelry and if worn often the colour fades and stores do not replace it for you. The brand is up-market and you can see this in the adverts they release.

Corporate Philosophy –

“With a touch of international flair, the all-American style of Guess has always been original. The elements of Guess style are defined by great attention to detail and a European passion for cut and fit. Quality and attitude set Guess apart. Running the gamut from casual hip to downtown chic, the look of Guess is classic, yet stylish and modern in every sense.”

“The GUESS customer has developed his or her own personal fashion identity, finding a balance between the fantasy of fashion and the reality of life. Smart and confident, witty and sophisticated, each is fashion conscious and a trendsetter. The Guess customer, just like Guess itself, is sexy, strong and chic. Guess products and advertising images are provocative and adventurous. The essence of the company can be expressed in three words: Wonder, passion and freedom.”

“Though Guess is now a global lifestyle brand, it started as a small California jeans maker in 1981. Denim is Guess’ signature fabric, and we continually push the envelope of denim design with innovative washes, distressing techniques and great fits. Customers keep coming back time and again because they know Guess offers fits and washes that they can’t find anywhere else. Today Guess designs, markets and distributes full collections of women’s, men’s and children’s apparel as well as accessories.”

(Apparel Magazine . 2014.)

Vision and Mission –

At Guess, we are committed to being a worldwide leader in the fashion industry. The strive to deliver products and services of uncompromising quality and integrity consistent with their brand and image.

(Apparel Magazine . 2014.)

Identity/Image –

Up-Market, Sophisticated, Mature, Classy, Sexy

How I would change or improve them –

I would make the jewelry true value for money by either making it Gold or Sterling Silver. Their clothing I would make the print last longer and make clothing for people of all sizes not just thin people.

Natasha-Barnard-1 111900-800w 124881-800w

1. Boogie Nuggets. 2014. Natasha Barnard in new Guess advertising campaign » Design You Trust. [ONLINE] Available at: http://designyoutrust.com/2013/04/natasha-barnard-in-new-guess-advertising-campaign/. [Accessed 06 March 2014].

2 & 3. Guess by Marciano F/W 12. 2014. Guess by Marciano F/W 12. [ONLINE] Available at: http://models.com/work/guess-guess-by-marciano-fw-12/viewAll. [Accessed 06 March 2014].


Personal Appeal –

I only buy Adidas sportswear, I feel like their product lasts and doesn’t fade easily. I prefer Adidas over Nike and Puma.

Corporate Philosophy –

“Sharing the grand vision of the group, Adidas strives to be the global leader in the sporting goods industry living with a passion to build a sporting lifestyle.
The brand is very consumer focused and therefore they continuously improve the quality, look, feel and image of their products and organizational structures to match and exceed consumer expectations by providing them the highest value.

With immense innovations and leadership in design the brand always seeks to help athletes of all skill levels achieve peak performance with every product they bring to the market.
As a global brand Adidas is socially and environmentally responsible, creative and financially rewarding for their employees and shareholders.  Holding strong commitments the brand continuously tries to strengthen its competitive position and products in the market. Dedicated to consistently deliver outstanding financial results, the brand has always retained the expectations of its fans world over.”


(Adidas, Brand Philosophy, 2014.)


Vision and Mission –


Adidas Sport Performance –
The guiding principle of the adidas Sport Performance Division is to equip all athletes to achieve their “impossible”. Adidas Sport Performance brings its passion for great products to athletes in all sports and mainly focuses on four key categories globally: football, running, training and basketball.

Adidas Original –
Personal collections,innovative style,groundbreaking fashion.Orginals by original is the sum of all three,pure celebration of originality in footwear and apparel. From born originals like Mark Gonzales and Nike Nastase, to the music and style of Missy Elliot and Run DMC, to true champions like David Beckham and Stan smith the three stripes has been there since the very beginning.


Adidas Style –
The Sport Style Division is the home of Originals, defined as authentic sportswear, the Fashion Group, which is the future of sportswear, and Style Essentials, the fresh sport-inspired label made accessible for style-adopting youth. Together they offer consumers products from street fashion to high fashion, all uniquely inspired and linked to sport.

Identity/Image –

Sporty, Classy, Different, Funky, Comfortable


How I would change or improve them –

I wouldn’t change much about the brand, I think the brand is a good competitor because of the the range of products they produce, Adidas is expensive but lasts years.

adidas_advertisement_by_stratocasteruk1 Adidas_Advertising_by_P3xelArt

1. 30 Creative Shoe Advertisements. 2014. 30 Creative Shoe Advertisements. [ONLINE] Available at: http://newevolutiondesigns.com/30-creative-shoe-advertisements. [Accessed 06 March 2014].

2. MESSI CHAMELEON/ELECTRICITY. 2014. ADIDAS F50 ADIZERO: MESSI CHAMELEON/ELECTRICITY. [ONLINE] Available at: http://www.footy-boots.com/adidas-f50-adizero-messi-chameleonelectricity/. [Accessed 06 March 2014].


Corporate Philosophy – “The Apple Marketing Philosophy that stressed three points written by Steve Jobs is: The first was empathy, an intimate connection with the feelings of the customer: “We will truly understand their needs better than any other company.” The second was focus: “In order to do a good job of those things that we decide to do, we must eliminate all of the unimportant opportunities.” The third and equally important principle, awkwardly named, was impute. It emphasized that people form an opinion about a company or product based on the signals that it conveys. “People DO judge a book by its cover,” he wrote. “We may have the best product, the highest quality, the most useful software etc.; if we present them in a slipshod manner, they will be perceived as slipshod; if we present them in a creative, professional manner, we will impute the desired qualities.” (Forbes. 2014.2)

Vision and Mission – Apple has never published a mission statement over the years, but their main goal is to reach a wide audience and produce products of good quality and easy graphics.

Identity/Image – Sophisticated, Clean, Neat, Uniform

How I would change or improve them –  I would not change the physical look of Apple owever I would work on their brand software, I feel that other competitors phones as well as computers have far more features than that of Apple.


1. Mac Rumors. 2014. Apple Launches New ‘Why You’ll Love an iPhone’ Web Campaign – Mac Rumors. [ONLINE] Available at: http://www.macrumors.com/2013/03/16/apple-launches-new-why-youll-love-an-iphone-web-campaign/. [Accessed 08 March 2014].


Adidas, Brand Philosophy, Adidas Shoes, Adidas Original, Adidas Sport Performance, Adidas Style, Fibre2fashion. 2014. Adidas, Brand Philosophy, Adidas Shoes, Adidas Original, Adidas Sport Performance, Adidas Style, Fibre2fashion. [ONLINE] Available at: http://fashiongear.fibre2fashion.com/brand-story/adidas/philosophy.asp. [Accessed 12 March 2014].

Apparel Magazine . 2014. Magazine | Apparel Magazine . [ONLINE] Available at: http://apparel.edgl.com/old-magazine/The-Essence-of-GUESS–Wonder,-Passion-and-Freedom64534. [Accessed 06 August 2014].

Forbes. 2014. The Three Principles That Always Drove Apple – Forbes. [ONLINE] Available at: http://www.forbes.com/sites/frederickallen/2011/11/07/the-three-principles-that-always-drove-apple/. [Accessed 06 March 2014].

Exercise 4

This Exercise has been divided into parts, which will be discussed in the next paragraphs.

– For the first part of this exercise we were required to read the First Things First Manifesto 2000 and provide a link of where it can be accessed.

You can access it at:


or at:


– The next topic, which needs to be discussed are other manifestos with similar interest and justify them.
The first manifesto I have chosen is:

A manifesto for creative professionals

The Manifesto reads:

” We are amplifiers. Clients need to bring their skilled craft to the table for any project to succeed.
We work on trust. Clients pay us because they trust in what we do and the skills we possess.
We’d rather be challenged with innovation than model any project after one that already exists.
Every project must be useful and good for the world.
We work for our client’s clients, so we sometimes side with them.
We only work on projects where we believe our clients can succeed. Their success is our mission.
We don’t work with committees or teams; we work with leaders and decision makers. Art and creativity goes to committees to die horribly.

We go all-in on every project. Our clients must as well.”

Paul Jarvis 2013 professional ethics [ONLINE] Available at: http://pjrvs.com/a/manifesto [Accessed: 28 March 2014]


The Second Manifesto I chose is: A design education manifesto

The manifesto reads:

“School is hard. Design school is especially hard because so much of it exists within the abstract, the opinion. There are few, if any, absolutes as you go through design school. Much of design education is about learning some key techniques and then trying to apply them to your work in interesting ways. The following are some thoughts I have about how to go through a design program and get the most out of the experience, and beyond as a creative professional.
Always take risks. It is easy to learn and then repeat exactly what you have learned. However, you will not grow that way. I can see value in the regurgitation of knowledge if you are a lawyer, but I have a hard time with it as a design student or a creative professional. You should be pushing yourself and you should be taking risks, especially in school. Big risks. Trying what may not work. Asking questions that may not have answers. Seeing if what you throw against the wall sticks. In my experience, taking risks in school has always paid off big time.
Be aggressive. There are many opportunities available while in design school. For example: collaborative projects, extracurricular activities, and freelance work. These opportunities will not always come to you, you must go get them. Every school has a publications department that designs and produces internal and external collateral. There is no reason that you should not be the person designing these projects. Make contacts and ask for work. If you are talented and a little lucky, you will get it.

Be aggressive in terms of your academics as well. There are two kinds of design professors at school: pushers and pullers. Some professors will push their knowledge on you. Others will make you pull what you need from them. Ask questions of both. Challenge their statements. Ask for precedents. Beyond the curriculum of the class, ask your favorite faculty who they know that needs an intern (because they do know people, I assure you). Ask faculty if they need any assistance with their own work. Find out which exhibits they enjoyed at local museums. It is very important that as a design student you do not sit back and let things happen to you. Be aggressive and create your own luck and opportunities.
Break the rules. I lecture to my students that they should “fuck the rules” as long as they have a good reason. I have consistently found that the students who are conservative, stay inside the lines and try to appeal to the teacher, are the students who do the most predictable work. Not bad work, just predictable. Defying the rules forces you to stray from the path of least resistance and ultimately make work that is more interesting, more meaningful and more fun to create.

But, that does not mean just be a contrarian for its own sake. It does not mean ignore any and all guidelines. It means take the requirements into consideration and break past them with good reasons and solid ideas. Breaking the rules just to be different is foolish, breaking the rules because you have a much better idea is smart.
Look at everything. Dismiss nothing. Each designer is born from a unique experience. Classmates in the same program will have different educations depending on which teachers they have, what field trips they take, and what books they pick up. As a designer you need to always be looking at the world around you. You need to see everything—the kind of detailed seeing taught in freshman drawing classes—not just looking, but really seeing. You need to be an observer as well as a maker. You should rid yourself of any preconceptions of what is and is not worthy of your attention. Everything has potential to be interesting and influential. Not everything will be, but the more you see the better your chances are at seeing something that will be useful to you.
Be obsessive. The saying goes that “necessity is the mother of invention.” I concur, but I think for designers the saying should be obsession is the mother of invention. Obsession is what drives you to explore and find out as much as possible about something that interests you. I do not mean that being clinically obsessive/compulsive is something to aspire to—I have been told that is neither fun or interesting—but I do mean you need to be intensely immersed and engaged in what you are doing. This obsession can move you past understanding and awareness into a translative process where you will start to make things. We are usually taught that obsession is unhealthy, and in some cases that is true. When it comes to how a designer looks at the world, obsession can provide an incredible explosion of ideas as you become so engrossed in something you start to reinvent it inside your head. Obsession can often help you to move through the threshold between thinking and making. You should never hold back your excitement about something that interests you, and by the same token, you should not hesitate to be obsessive about many things since you never know where your interests will lead.
Be uncomfortable. Comfort is tremendously overrated, especially as a designer. You know you can skew some type, add some color, toss in an image and make a decent piece of design. Maybe it’s not great, but it’s good enough. It is easy to get into the habit of making the kind of work you are comfortable making. Truly great, interesting, inspiring design comes not from comfort but from discomfort. It comes from the fear that what you are doing might really suck, but it also might just be brilliant. Discomfort makes you reexamine what you think you know and how you think things should work. Being uncomfortable helps you make decisions from the gut, it makes you push harder and take more risks. Grabbing that fear, holding onto that uncomfortable, scary place lets you push past expectations and into the unknown—into a process of discovery as opposed to regurgitation.
Be opinionated. You should have opinions about design and the world around you. Preferably, you should have strong opinions. Ideally, you should have strong and informed opinions. Every great designer I have ever met has an active stance on design, they do not passively allow work to wash over them. They have opinions about what they see. Having opinions means engaging in some kind of internal analysis of the work you see and formulating a response to it. As an educator I do this constantly in the classroom, and I try to do it constantly in the professional world as well. Opinions about design force you to pick a side, and define what kind of designer you are.

There are plenty of designers out there who punch a clock in the morning, mindlessly flow some text into InDesign all day, and then leave at five and don’t think about design until the next morning. There are designers who casually ignore art and design while they look for the next reality show on TV. Then there are the other designers who make more design in their spare time. Their idea of a good time is to look at typography or experiment with painting or photography. These are designers who are fully immersed in working visually, designers who are actively engaged in becoming better at what they do every day.
Be a cop. They say that when you are a police officer you are on duty 24/7/365. Cops always look at their surroundings from a cop’s perspective. They notice things others do not. They act as a cop would in an emergency situation whether or not they are in uniform. Most cops I have met and read about always carry their firearms and badge, even while on vacation. It is not something they turn off at the end of their shift.

A designer needs to act like a cop. When you are a designer, you are a designer 24/7/365. Always noticing, always observing, always designing, even if only in your head. Carrying a camera with you at all times is a good habit—capture interesting details you come across, not just because you have an assignment due, but because it is in your nature as a visual artist to observe and process the world around you. Inspiration comes from everywhere and nowhere, all at the same time.

One of the greatest things about being a designer is that you do not finish your design education when you leave design school. You continue learning for the rest of you life, and you should carry these ideas with you as you develop and mature into a creative professional.”

Mitch Goldstein, 2010 [Online] Available at: http://designcrit.com/mfa/design-education-manifesto/ [Accessed: 28 March 2014]

The reason I chose this manifesto is because students can relate to it, they can read through it and gain insight into tips for their industry and their future projects and assignments.

– The third thing we were required to do was to discuss the importance of a manifesto –
I think that the reason it is so important to create a manifesto, outline a mission and vision is so that people have a guideline of what to do and what not to do, people today have no personal opinions, they would rather be told what to do because by being told, they cant do anything wrong.

Exercise 5

In this exercise we are asked to find three South African examples of conceptual design and answer questions about them.

Example 1:


  • What issues or problems are being confronted? In this campaign the South African National Council on Alcoholism and Drug Dependence confronts the issues of drinking during pregnancy. 
  • What ideas are being promoted? They make the viewer aware that drinking while pregnant may not have an immediate affect on newborn babies but will manifest as something worse later on in life. In the case of this campaign that is life of crime which many of these children will enter because of the use of alcohol by their mothers while pregnant.
  • What is the viewer being made aware of?The SANCA logo is placed within a sonar picture drawing attention to the issue, the issue is further emphasised with all the main characters in the advertisements lying in environments associated with crime and curled up in the foetal position.

Example 2:

  • What issues or problems are being confronted? In this campaign the WVS is making the viewer aware of the fact that animal species are also injured and destroyed in wildfires.
  • What ideas are being promoted? The point is most clearly communicated through the slogan but the use of matchsticks in the imagery emphasizes the point. Matchsticks represent fire and are often the cause of wildfires and their use here makes us aware that wildfires can damage more than trees.
  • What is the viewer being made aware of?The manner in which they are also strewn around the animals in a haphazardly fashion may also represent how carelessness on the part of people may lead to destructive wildfires.

Example 3:

  • What issues or problems are being confronted?
    This campaign is to display the issue of HIV/Aids as it is a common disease in South Africa.
  • What ideas are being promoted?
    The idea behind this campaign was to state that once you are tested and know your future, you will be happier and can “ride off into the sunset”.
    • What is the viewer being made aware of?
      By using the typical seen of a wedding car with the signage of “Just Married” and changing it to “Just Tested” shows the viewer that it is ok to be open about a situation such as HIV and Aids. 
  • What is your personal view of the status quo regarding the value of conceptual design, compared to commercial design?
    Conceptual design opposed to Commercial design has far more meaning, commercial design would indicate advertisements for clothing or food products and concerts, whereas conceptual design indicates real issues happening in the world and shows the viewer a harsh reality of a problem their peers may be faced with.Commercial design will give facts about the company and the product from a person who owns a specific brand whereas conceptual design gives a critical analysis and research about a topic. In commercial design there are rules and certain things cannot be displayed where as in conceptual design there are no limitations to what can be displayed. Conceptual design can be non-biased or biased and no one can comment on the design.


Exercise 6

For this exercise we were asked to document the United Colors of Benetton campaigns between the 1980s and 2000s and discuss them.

Campaign 1:

This 1991 campaign for Benetton, depicts three conflicting continents in history coming together and being warmed by one blanket. The ad campaign is powerful because it has a subtle message, it targets the issues of inter-racial relationships by depicting the two ladies interlocking their hands, this shows homosexuality as well as adoption a child of a different race or colour. The ad has no titles, it simply allows the viewer to interpret it as they wish.  The logo is placed in the middle of the ad on the right.

Campaign 2:

This campaign is in support of the world food program (WFP) which aids world hunger, the campaign was released in 1997 and depicts how hunger consumes the body, by literally showing a hand which is a metal spoon. The ad uses only symbolism along with the logo for WFP and the Benetton logo on the right hand side again. This ad differs from the previous as it has more information and provides less to think about as it is literal.

Campaign 3:

The Unhate Campaign. The ad depicts Pope Benedict XVI and Iman Sheik Ahmed el-Tayeb in a reconciliation kiss. After this ad was published the Vatican took legal action and forced Benetton to remove the ad. The ad remains consistant to Benettons usual adverts with the logo to the right side of the image and barely any other information. Leaving the image to tell the story. The choice of pope Benedict XVI and imam Sheik Ahmed el-Tayeb profoundly makes an argument for reconciliation.