~ mapping the essay ~

What effect does sexuality (sexual revolution) have on the creative industry?

• Introduction -       This essay will address the manipulation of sexuality within the media and creative industries. It will look at both negative and positive consequences and effects this has on society in western culture. To enable the readers understanding of the claims made there should be an understanding that the sexual revolution is classified as a time between the 1960's to 1980's as the aftereffect of scientific investigation of sexual reaction by Masters and Johnson. But the sexual revolution referred to in this essay is both historical and contemporary due to more recent changes in social attitudes to fetish, female sexuality, gender fluidity etc. 
• Since the historical sexual revolution and initial acceptance of female sexuality and pleasure the creative industry (mainly film and advertising) have manipulated this into a negative selling tactic. The repression of women within the industry is overt and socially puts men in a dominant position. *insert example of sexist advert* *discuss Freud's reasoning for sexual in-equality*
• In contrast to this the more recent technological revolution allows feminist movements to freely express their voice on the inequality between sex's promoted by the creative industry. *mention Guerilla girlz, free the nipple, menism argument* Historically mass media feeds one opinion of sexual revolution in the aim of repressing uprising, change and ultimate freedom of sexual being. *Freud's theories on desire discuss the idea our sexual preferences and decisions stem from our childhood experiences. Many of his theories are commonly disagreed with in modern day society but the philosophy of the flipped classroom is based upon a theory that our school day teaching affects society's hierarchy massively. The idea of flipping the classroom could hugely change inequality between sex's as if not taught internally that women should be submissive a calm equality could form*
• Argue against using *the failure of the sexual revolution*
• Social awareness via the media of fetish allows society to become at ease with their instinctive curiosity of the unknown by displaying 'taboo' behaviour in open light it culturally becomes more accepted. Even the most simplistic of things such as masterbation are becoming more talked about, accepted and culturally recognised in both sexes.  *examples of sex shops, documentaries etc, tracey emin, egon schiele*
• Another positive factor of creative exposure of sexuality is the recent acceptance of gender fluidity and transgender people. 
• Conclusion - In conclusion since the historical sexual revolution women have been oversexualised and supressed by the creative industries which is a massively negative outcome. Despite this art and creativity opens up and allows artists to go against this general opinion and inforce change to create a more gender equal culture. Other benefits ... blah blah blah mention other benefits...overall the sexual revolution beginning in the 60's is ongoing, becoming more free, open minded, exotic etc. 

~ Sexual revolution - practical application ~

I've decided my essay question will be along the lines of how sexual revolution and sexuality affects the creative industry and vice versa. This is some initial research into applied creative examples that have relevance to the topic. Sexual revolution is known as being a movement and turning point from the 60's to the 80's where people became liberated and 'sex' became less of a taboo subject. Personally I think since then sex has become further revolutionised and fetish sex, homosexuality, gender fluidity are all becoming more prominently integrated into both culture and the general media.

Sarah Lucas' work is heavily influenced by sexual culture and feminism. Her work often breaks boundaries in the exploration of objectification of women and sex within modern day culture.

Egon Schiele and Sigmund Freud were known to be influenced by each other in their psychological and artistic practices. They predate what's known as the sexual revolution but their work is definitely relevant and considered as part of the revolution in modern day society due to their exploration of sexuality and its impression on our lives.

 Tracey Emin is also an influential contemporary artist who uses sexuality as a running theme within her work, often making statements on un-equality and sexual freedom.

Masters and Johnson were influential in the sexual revolution as they pioneered in the nature of human sexual response and the treatment of sexual disfunction. Despite being labeled as perverts by many in society they successfully went on to publish several books and inspire many to embrace their sexuality as a matter of pleasure and freedom rather than just a means to have children.

The 60's brought hippie subcultures together who produced psychedelic style graphic design and promotional material for the sexual revolution. With this also came Woodstock, the legendary marriage of peace, love, drugs, music and sex.

But for all the advertising promoting the sexual revolution came an equal amount trying to counteract this with posters like the one above. 

When looking at sexual expression through art a lot of the context behind them is feminism. They're expressions of the repression women feel in modern society and are themselves revolutionary. Activist groups such as the Guerrilla girls protest their rights as women in connection to women's overall rights and in terms of art.

The next step in a sexual timeline of ever growing revolution is the equality of women, transgender and genderfluid people.

~ Seminar 2 - parody and pastiche - OUGD501 ~

Analysis and comparison of The Politics of Postmodernism: Parody and History - Linda Hutcheon & Postmodernism, or the Cultural Logic of Late Capitalism - Fredric Jameson

Just as modernism was a reaction to the progressive technological uprising at the time, postmodernism was a reaction against this in favour of looking back on our past in appreciation and using the enhancements of moving forward to socially appropriate already existing design aesthetics. Jameson's text directly expresses his Marxist opinion of pastiche and postmodernism being a negative and empty imitation of the past. In contrast Hutcheons celebrates postmodernism and the use of parody to mock modernism, rebel against bureaucracy and be critical against both the past and current political circumstance. 

One overall theme of Hutcheon's text is aimed at creatives (particularly modernists) with the desire to open their minds and show the potential of parody as a social and political tool to create change. From the offset the text defines Hutcheons opinion of modernism when described as
                 "the product of an alliance between bureaucracy and totalitarianism,                                      and singles out the great error of modern architecture in the break of                  
                 historical continuity. Solidarity's words should be meditated upon,                 
                 especially by those who have confused a great movement of collective 
                 consciousness with a passing fashion" (Hutcheon, 1989).
The text is arguing that postmodernism and parody are not infact "a systematic mimicry of their willful eccentricities" (Jameson, 1984), but instead are helpful in developing association between art and our own history to give external meaning beyond aesthetic and order to our design.

In contrast theme underlying opinion of Jameson's text is less about postmodernism being parody and instead being pastiche; an inaccurate reimagining of the past, just a bad imitation "without any of parody's ulterior motives, amputated of the satiric impulse, devoid of laughter and of any conviction alongside the abnormal tongue you have momentarily borrowed". He is making a statement about postmodernism being unoriginal and insignificant as it is the "cannibalization" of genuine history. Hutcheon's text argues against this ideology in saying "it's deliberate refusal to do so is not a naive one: what postmodernism does is to contest the very possibility of there ever being 'ultimate objects'", meaning it allows creatives to use past facts and experiences but not to their complete truth and be imaginative in orchestrating them into something as a whole that is new just using the past as a referent. 

One example of pastiche in contemporary culture is within Quentin Tarantino's films. The overall aesthetic and over-exaggerated, low effect gore is typical of exploitation and b-movie film and other aspects of clear inspiration.  Yet without being defined any one category he pays homage to the nostalgia felt by these sub genres by combining and recreating them within his own creations. 

Another example of pastiche is the design work of Stranger and Stranger. Their company ethos being "don't fit in, stand out" (stranger and stranger), they both pay homage to and cultivate the design styles of many different movements such as victorian woodblock type, americana etc. and make them more culturally appropriate (digitalisation for mass production).

An example of parody used in digital graphics is in the image below. It's a clear example of how parody can be used as political satire in the hope of creating cultural change. For writers, artists, filmmakers etc. that aren't in a dominant position of power within the community, postmodern parody can be a be a simple and effective way of sparking change within the masses, using the benefits of the internet revolution in particular without the need for money.

Another example of parody is the broadcasts and programmes by Charlie Brooker. His fictional programmes intelligently comment on both future and current dystopian issues regarding reliance on technology, politics and other cultural issues. He mocks the way our society is ran and controlled by creating suggestive scenarios showing how these regulations are damaging to our society's well being.

~ Seminar 1 - the death of the author - OUGD501 ~

need to set your own question - give it thought and do some research (giving subcultures an artistic voice?) what kind of designer do you want to be? what are your interests? kind of design you want to make? impactful?

Image Music Text- The Death of the Author - Roland Barthes (french philosophy - poststructuralist from the 60's)- Harvard reference = (Barthes.R. (1968) The Death of the Author in Image Music Text, Hammersmith London, Fontana Press, p142-148.)

Ideas at the core are relevant to design students and society in general. Theoretical lense on the world to inspire design.

(May 1968) Written in a social context of a revolutionary time in Europe, strikes in Paris, students supporting striking workers against the governments was never a revolution but still an uprising. You can find posters on this. Sexual and psychological revolution happening at this time around the world.

(Mischelle Fuko)

Auteur theory - Aims to if you can understand the signature style and personal opinions of the director you can understand the central meaning. Example - Van Gogh's painting is a reflection of his inner turmoil, angst towards the world.

Analysis of ‘death of the author’

Barthes uses ‘death of the author’ as an extensive metaphor for the social  oppositions taking place in Paris at the time it was written. Protests and revolutionary thinking were taking place all over Europe changing the ways general culture were thinking about society. In the context of 1968, Barthes uses quotes such as “the birth of the reader is the death of the author” to highlight the corrupt hierarchy people are born into and taught from their first contact with the educational system that is still relevant today. When he describes the author he says “The author is thought to nourish the book, which is to say that he exists before it, thinks, suffers, lives for it”  and the modern scriptor “born simultaneously with the text, is not way equipped with being preceding or exceeding the writing”. He’s making a statement about how others interpretation and emotional attachment to information shouldn’t be what affects us, instead we should have our own opinion on things without ‘authority figures’ telling us the appropriate and right way to feel and think. 

You can make a direct relevance to bathes’ thinking to the context in which its written but also to contemporary society. General media tells us to listen to our teachers, lecturers and the genius’ from a young age creating a society split into two sides, the dominant and the submissive. The place of the author (genius) in society creates an idea they have complete originality of ideas, something that only they are intelligent enough to come up with. When infact even them are just re-writing the knowledge collected over a series of events personal to them making collectively un-origional content we are expected to consider as genius. As our school syllabuses stay the same year on year not developing with the ever changing digital age nothing ever develops until someone argues against it and initiates change. The media tells us that popular culture is mindless and in-genius as a way of ensuring the hierarchy cannot be flipped and the general population do not become a threat to the genius’ opinion. As we are taught this is the normal way of thinking we believe the media (newspapers and news) but in reality were being told a one sided opinion of events rather than a general opinion. 

But things are changing, the internet revolution now means you can easily access the news articles you’ve always been taught to trust but comment sections on these web pages allow for opposition of opinion “the removal of the author” (Barthes, 1977). People are beginning to stand up to the structure of society and say they disagree and its something widely available for everyone and anyone from around the world to access. Its a whole new way of thinking, it just takes a comment from one person who opposes the opinion of a large corporation to spark something in others encouraging a more independent way of thinking; in turn this is beginning the change the hierarchical structure of our society.

“a text’s unity lies not in its origin but in its destination. Yet this destination cannot any longer be personal: the reader is without history” (Barthes, 1977): his philosophy questions who is the real author of text, image and anything creative. In terms of graphic design it means the work is an untraceable product derived from multiple metaphorical tissues of information and quotations we have read throughout life. Barthes is saying there is no fixed meaning within the world, literature, art and so on, just a more common knowledge and meaning that we are told to believe. He believes the author should be irrelevant when creating your own interpretation of text and art, instead we should look to interpret our own meaning derived from personal experience, knowledge and cultural reference in turn this would create a more free thinking society where we are less reliant on the dominant figures and become equal. 

This philosophy effects graphic design massively, designers have the power to influence opinion visually rather than through explanation which in a digital age where peoples attentions span to around 3 seconds is a much more effective way of starting revolution and creating change. An example of this idea in graphic design is modernism; texts and designs created by the authors of the style (Vignelli, Josef muller Brockmann etc.) Creates a series of rules thought to be the most effective way of designing according to popular belief. But the emerging postmodernist style goes against this controlled environment and encourages people to be more individual and free thinking with their design. The things created are still unoriginal as they are pieced together using already created programmes, colors, typefaces and ideas collected together but they are still more free from higher authority regulation and free to be interpreted according to personal views rather than anylised according to a set of rules.

OUGD401 module evaluation

This module has taught me the importance of historic and contextual research and how it applies to graphic design practice. Exploring consumerism has given me the opportunity to learn about a topic I initially didn't see as appealing or even related to graphic design. I now have a fairly broad view on the topic and have found myself really interested in everything that surrounds it. Its something that impacts everyone so largely but most are completely oblivious of. 

I can also see really clearly how consumerism links really closely with design practice. I think a lot of designers and advertising companies are either unaware to a certain extent of consumerism and its negative effects on society. I think with my new knowledge of its negatives on peoples lives I will try create design that considers morals and how it will effect people subconsciously. I now also have a greater understanding of how certain elements of branding can be adapted to be appealing to consumers and how people strive for a better life through buying certain products. A lot of brands quite easily play on this idea through things as simple as colour theory.

I initially found the prospect of reading and writing an essay pretty daunting and boring. But looking back I have learnt so much valuable information i'm really glad I know now. Particularly the discovery the discovery of Adbusters author Kalle Lasn has been really inspiring to me and I will continue reading the books in the future. It makes you think about the bigger picture and I now feel I want to impact the world in a positive way that uplifts people rather than convinces them they need to change. 

I know my writing skills still need a lot of improvement as I have the tendency to slip into a casual tone of voice. Despite this I feel over this module they have improved and will continue to do so. I am considering magazine production as a future career and producing my own content could be a part of this so more COP tasks and essays will help improve my skills to do this well.

Product placement

http://www.realsimple.com/food-recipes/shopping-storing/more-shopping-storing/grocery-store-layout/shelf-layout

I found this web article that explains how product placement on shelves works. Basically the high up shelves are usually for specialist items that people know what they're looking for when they go to shop (example gluten free, dairy free). The shelf at eye level is called the bulls eye shelf, its for the best selling products that you're most likely to see first. Below you usually have a child's eye level shelf (not for alcohol of course) for products that are most appealing to children. Then lastly the cheapest products are usually lower down, the shops make less profit so they don't want them to be the most obvious.

For primary research into product placement on shelves specific to my branding I looked at where I would expect my product to be placed. As you can see my glass bottle cider re-brand would go at the top of the fridge right in peoples bullseye viewpoint. The different colour and shape of the bottle would definitely stand out among these other bottles as they are all similar.

This image shows where the previous brand of frosty jacks would be placed with the other cheap ciders in plastic bottles. They're not even in the fridge and they're right at the bottom where nobody will notice them. Just by looking at this I know my re-brand will change the placement of the product and make the sales of it more successful.

Product survey - frosty jacks re-brand

I showed people a photo of the original branding and my re-brand and firstly asked for some words describing each one.

Origional-

- cheap

- dirty

- ugly

- postmodern

- jumbled

- grungy

- juvenile

- scattered

- informative

- unorganised

- cluttered

- disgusting

Re-design-

- clean

- expensive

- luxury 

- sophisticated

- modernist

- bright

- poised

- elegant

- modern 

- clean

- fresh

- stylised

I also got a few statement opinions on the re-brand to inform me of how successful I had been.

‘‘it looks so good i’d drink frosty jacks if it came in that’’

‘‘it might even convince me to pop a bottle of Frosty Jacks’’

This research into peoples onions made me certain the choices I had made during my design process were well informed and successful. I had taken a product previously looked at as very negative and unappealing to many and made it into an item of luxury and style. I am confident this now aims towards a much higher class and priced market and overall if the company would make these changes would give them much more sales success. 

The point of this re-brand was to show the effect branding has on the consumer self. I think this evidence quite clearly shows how changing the branding of a product can drastically change peoples opinion. Everyone I asked has tried the product and still knows its unpleasant but admitted just from the brand aesthetic they would be much more inclined to buy it. The relationship between branding and the way a consumer feels it will effect them negatively or positively is huge and easily manipulated.

Just like the example in my essay of Apple re-branding their phones yearly I think this re-brand would have a huge effect on the consumer. A whole new market would be interested and feel almost as if they were being treated to a whole new selection of cider never seen before, when in reality it had been there all along.

Promotion - Frosty jacks (OUGD401)

I have decided as part of my re-branding to create mock ups of some promotional material the brand could extend onto. Promotional material is a really important part of branding as it’s the way people would find out about the all new Frosty Jacks. Its just as key as the actual products branding as often its the first point of contact between brand and consumer.

I started by creating a really simple billboard style poster. I placed the pattern in the background slightly so people hopefully see it around and it becomes a recognisable part of the brand along with the logotype. I wanted each part of my promotion to be consistent with the branding so no element would look out of place and unrecognizable.

I also wanted to draw the cider apart from other high quality brands. So I created cider cocktail posters. Drinking cocktails is considered high class so this would massively appeal to my target audience. I carried the same typeface and centrally aligned type to keep the brand consisted throughout the different media. These could be placed around bars to promote people to try new things (considered as an enticing part of a brand if it makes someone appear as 'adventurous').

I also did some mock ups of other products like bags and glasses that could be produced to further promote the brand. Bags and high class/considered/informed packaging would entice people into buying the product as it all seems like more effort has been put into pleasing the customer. Consumers like to feel as if they are being treated and free additions make buying things seem all the more worthwhile.

I think people would appreciate a brand that is consistent in making sure their range of promotional gear is large so they can be proud to own the glasses to go along with their favorite high class cider or walk out of the shop with an official bag. 

Final re-brand design production (OUGD401)

My final label design consists of the pattern (portrait format) with ‘Frosty Jacks, premium apple cider’ in Futura. I've kept it really simple as I've decided to vinyl cut the label and stick this onto the bottle so you could see through it where the pattern was so the brand interacted with the packaging (inspired by the patterned bottles in my research). I like how ice is also see through so it relates to the brands name well.

Video of the label being cut out.

This is my label before it was on the bottle. Once it had been laser cut I had to take all the snowflake strokes out by hand. This was very time consuming so for mass production im sure a machine could do this part or the design could be painted onto the bottle and have the same interaction effect.

I got my label cut from matte vinyl and placed it onto the bottle I previously chose. When the light comes through the iconic blue bottle its a really striking and memorable image. It looks a lot cleaner, higher impact and higher class than the current branding.

I think this re-brand is successful as every element is informed by the target audience and creating a strong and positive brand personality. The typeface is sans serif and geometric, this is appealing as it looks clean and professional attracting people who want to portray these aspects about themselves. The colours blue and black makes the brand personality intelligent, loyal, confident, elegant and powerful. I hope the colour choices appeal to people as my research into consumerism suggests people buy products who have desirable qualities they want to portray about themselves. The packaging choice is really unusual and will be appealing to people who like being out of the ordinary and original and also makes the cider stand out from generic looking brands. The pattern is informed by the name and the idea it will appeal as a cold drink you can really enjoy especially in summer as it will refresh you. 

Overall I think this project has been successful in making the branding more effective and appeal to a bigger target audience that will be willing to pay more for the product. It also makes the product more applicable to being sold in bars rather than just shops. But the real way of seeing the success is by asking people to compare the two.

branding - frosty jacks

I initially wanted to do quite an ornate design for my re-brand as some of the research into spirit bottles included some really intricate and beautiful designs. I started by hand rendering some type sketches.

 

I used these sketches and begun creating a digital version. Unfortunately I didn't finish this as after further research I realised a more minimal approach would be more appropriate.

I wanted a high class look but felt the ornate script style might make it a little un-approachable and targeted at a small market. I looked at the branding by Snask for the pang pang brewery, they used hand drawn looking typography to give a high class but personal look. I think the use of hand drawn looking type gives that personal feeling, the idea someone has 'hand crafted' something appeals to people as they value the effort of production as much as the product its-self, giving more respect to the brand.

I experimented further with this idea trying out loads of different textures out for effectiveness. I presented these initial designs to the class and people said they actually preferred the idea of using a sans serif typeface to display professionalism and timelessness. I agreed that this might be a better route as I believe having a sans serif font would keep the brand consistent as you could use it for both titles and body copy.

I eventually decided on Futura as my final typeface. I think the perfect geometrical shapes used to create the typeface show balance and 'perfection' which would reflect well on the brand personality.

The other feedback I got from the crit was that due to the name 'frosty jacks' I should try and incorporate the feeling of coldness somehow. This could then be used as part of the brand appeal, 'ice cold cider' sounds perfect for a hot day.

This was an initial design experiment using the feedback from the crit as my fuel. I used Futura and decided a geometrical theme due to the structure of the font would look really clean and fitting. I experimented with shape and pattern to create something contemporary and clean looking.

I liked the simplicity of the previous design but I wanted to find a mid point between this and the ornate design styles you see on high class spirits and alcohol. I experimented with creating a repeat pattern out of the snowflake I had on the last design.

This is one variation of the pattern I created. I tried out this rustic look once again going for adding a personal touch to the design but I decided a more slick even stroke weight design would make it look balanced and high class.

I created some variations of the pattern so if the brand were to create different flavours etc. the pattern could change slightly but still be recognisable. 

Another rustic looking variation.

A more rounded version of the design. This one reminds me slightly of flowers, could be appropriate for a fruity/flowery flavoured cider variation.

I experimented with combining the two design styles. But once again decided a sans serif and equal stroke width design would be more slick and appealing to my target audience.

Another variation of the design that could be used for flavours/limited editions.

I also experimented with adding a gradient but this wasn't used due to the printing method i eventually chose.

Last flavour design variation.

I experimented with type placement on my design but then decided a portrait label would fit the shape of the bottle better and centrally aligned type would allow you to be able to read the full label from a front view when the product is on the shelf.

I then created this gif to show how the label would hopefully look on the bottle and the different flavour variations effectiveness. As you can see each variation is different but not enough to make the brand un-recognisable from each other.

Packaging - frosty jacks

I wanted to consider every aspect of my branding including the packaging as this was a big part of the reason the current branding looks cheap and low quality.

I wanted this to be a re-brand of the current one and the one thing I was keeping the same was the light blue bottle as this is really unusual and would stand out among others on the shelves. For market research I went to a shop that sold a large variety of unusual shaped blue bottles. I wanted to go for something more unusual than your generic beer bottle to give the brand individuality and a quirky brand personality. 

This is the final bottle I decided to buy to produce my final mock up. Its a really unusual shape, not like a cider bottle at all. And it has a really large space for a label for maximum impact.