OUGD401 - Task 2 Modernism & Postmodernism

Modernism (anon)

This image I feel conforms to the ethos of the modernism movement. It contains all the generic conventions of a modernist piece for example the flush left margin, the use of the Helvetica typeface, the vast amount of white space and the simple and objective imagery used. Unfortunately I found this image on a social networking site and it did not include a reference to the designer, despite my best efforts I could not acquire the required reference. 

Captain Beefhart & His Magic Band, Wes Wilson (1966) 

This Poster, I feel is consistent with the Postmodernism movement within design history. The use of erratic typography which seems to fill the available space, looks bespoke and juxtaposes rules to which the modernist movement conformed too. The bold colours unashamedly stand out to intrigue the audience and rebel against the clarity and precision of the modernist movement. The hand rendered image further rebels against the modernists perfect vision and adds a dystopian edge to the piece. 

OUGD401 - Task 1 Image Analysis Exercise

- Explore the similarities and differences of these two texts with specific reference to; design principles, purpose, meaning, audience and historical context

Text A is a graphic advertisement for ‘The Uncle Sam Range’ designed by Schumacher and Ettlinger in 1846. The image depicts a dinner party hosted by Uncle Sam to which the world was invited to. The purpose of the advertisement was to promote a new cooker ‘The Uncle Sam Range.’ The use of archaic lexis ‘range’ gives insight into the time period in which the image was produced. The typography chosen holds specific relevance, the slab serif typography screams americana and boasts flamboyance. The typeface is suitable for the image as it will appeal to the target audience of Americans and draws on key ideologies of patriotism, as the font was used during the war of independence giving it connotations of victory and power. The delicate script typeface used on the table cloth ‘Uncle Sam’s little dinner party 1846’ directly juxtaposes this bold slab serif typeface, however this ensures the primary focus is the brand name reinforcing the product to its audience. 

The image is extravagantly patriotic. There is extensive use of American iconography, for example; the stars and stripes incorporated into the carpet, the clock face highlighting the 100th anniversary of the declaration of independence, the American Bald Eagle and the pinnacle of American iconography, Uncle Sam, dressed in red white and blue he is undoubtedly the essence of American propaganda. Continuing with the theme of American superiority, the menu the world is clutching reveals cultural stereotypes about the foods each country will be eating. For example Ireland eat 8 types of potatoes, China eat birds nest and grasshopper and Italy eats a verity of pasta. Although this belittles and heavily stereotypes other countries one could argue this promotes the versatility and effectiveness of the cooker, being able to prepare a such variety of dishes for a dinner party.  

I feel the audience for this advertisement is predominantly middle class americans striving to be upper class, this is conceived through the grandeur of the room, the racial stereotype of slaves preparing the meal and the extravagant well tailored clothing. There is an underlying message that if one were to purchase this cooker they would be accepted into this lifestyle and become part of the american dream. 

Text B is a graphic poster by Savile Lumley produced in 1915. Similarly to Text A it is still an advertisement although it is not advertising  a specific product. It is used as war propaganda with the intention of shaming men into joining the war. The use of language reinforces British mannerisms of stereotypically being reserved and polite. The 2nd person pronoun ‘you’ both underlined and in capitals stresses a personal affect as if the poster was talking directly to its audience. The use of colloquial lexis ‘Daddy’ implies childish connotations reinforcing the image, that the daughter is asking this question to her father. There is a respectful tone demonstrating a clear hierarchy between the father and daughter and  by using a script font the hard hitting message becomes more subtle and feminine, again reinforcing the fact a small girl is questioning her fathers pride. This script font is less invasive than for example, a sans serif such as Helvetica, which would change the feel of the poster completely. 

Similarly to Text A, Text B also draws on a patriotic values however the way in which this is executed is vastly different to that of Text A. There is subtle use of red, white and blue used in the characters clothing to symbolise the union jack flag, the traditional English red rose printed onto the curtains as well as a fleur de lys pattern printed onto the armchair giving connotations of a supporting of the crown. Both texts use imagery that coincide with the meaning they are trying to convey, for example Text B uses war iconography such as the small boy playing with canons and soldiers. This could be used to mock the father as the son is emasculating him with his willing to play with army toys as well as suggesting war is a mans responsibility. As an extension of this, one could assume the advertisement is suggesting war is child’s play in order to further mock men that will not participate. 

I feel both texts are aimed at the same audience of middle/upperclass men although for entirely different reasons. Text A uses questionable methods designed to question male pride and exploit family values in order to produce the ideology that it is the mans job to protect his loved ones. Children are used as emotional stimuli on multiple layers of metaphoric interpretation in order to appeal to parents, especially fathers. The image is produced in the middle of the war as a pictorial predicted future of war in which men have returned home and can tell their families about the great things they did to protect them and the British empire. Overall I feel there are a number of similarities between these two strikingly different texts, they both target men and evoke a sense of masculinity, they draw on the concepts of pride and contentment as well as using the advertising techniques of persuasion as their primary function.

Text A - The Uncle Sam Range (1876) 

Text B - Savile Lumley 1915