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.

 

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