Statement Of Intent

I am now in the second year of studying Visual Communication and there are several skills which I have learnt and want to improve upon. As a visual communicator, you are encouraged not only to improve the skills and knowledge that you already posses but also to learn new practices in order to become a better designer.
I have spent my first year trying out different methodologies and practices. I found this very useful but also quite challenging. I want to focus more this year at enhancing my Graphic Design skills which includes working with Illustrator, Photoshop, Indesign and thumbnail drawings. I want to use this year to improve my personal portfolio of work and also to get work experience from a design company to build my confidence.

Seminar Presentation

I studied graphic design for two years at Barking College in London. Whilst studying there, I learnt how to develop graphical designs in a sequential and progressive manner. I also learnt how to transfer my skills onto a design software illustrator. As my confidence grew, I became more competent and therefore developed the ability to work independently.

I have always been led to other designers through my own research. Looking at their work has inspired me to come up with my own ideas.

While I was at Barking College, I visited the design Museum in London. There I learnt about a great graphic designer called Alan Fletcher. I found his work and ideas to be innovative as well as appealing to my personal taste, and this led me to wanting to become a graphic designer.

I chose Visual Communication because although I aim to become a graphic designer in the future, I also wished to explore other practices to widen my design approach and knowledge.

Since starting this course, I have been taught many disciplines;

I had to interview people in Leeds to find out what their views were on fashion. Reportage was a subject, which was new to me, but one that I really enjoyed and would like to repeat in the future. I feel that the brief has helped me develop my interpersonal skills, as it required a lot of confidence, as well good body language and a professional approach. These skills are essential for a graphic designer, as they are needed for gathering data as well as presenting and communicating ideas.

I found the hardest part of this brief was using Quark to display the information gathered into a structured and readable manner. Acquiring advice from my tutors helped me overcome these obstacles.

I had the pleasure of constructing a video narrative Scott Smith and Claire McCoughlin…

This experience was valuable because I learn to use HD cameras and Final Cut Pro. Making this video has given me a basic understanding of how films are produced. Although I found this task interesting and enjoyable, I have decided not to pursue film any further in the future.

I would however like another chance to explore web designing in the second year. It was introduced to me for the first time during the I love/hate technology brief and I found it difficult to grasp. Although I struggled with this project I realise that web design is a tool that is used worldwide and is therefore a relevant and useful skill to possess. For this reason, I hope to practice web design in the second year.

As I have used illustrator before, I found that I was able to use it more extensively than other programs. I enjoy using illustrator and feel capable and competent to develop my skills further in the second year.

In conclusion, I have found the first year a useful period, for acquiring the basic ground knowledge of a number of different disciplines, some of which I wish to pursue further.

I have also found the library and resources available, very useful in carrying out research and I’d like to thank my tutors for offering great valuable support throughout this year.

Advetising

Using the theories of Roland Barthes, discuss one image from the mass media that is, in your opinion a representation of a certain cultural ideology or ‘myth’.
Rowland Barthes was a philosopher and social critic who was born in Cherbourgh, Manche in 1915. His many original and often slightly untraditional theories on semiotics have been a subject of controversy as well as the catalyst for much further research through the twentieth century. In particular his theories and analysis on the reasons behind myth and ritual have been a major cause for further exploration into the area, as well as the basis of our understanding in the subject. His theories focus more on the symbolism behind a certain image or text rather than the actual reality of it. They can be used to explain how meanings are composed and decoded in our society and therefore have the capacity to broaden our own understanding of what is being represented to us and how it is being done.
The world today is filled with constant streams of visual advertisements trying to attract the public’s attention and persuade them to purchase particular commodities. Therefore in order to analyse an image without being influenced by the advertiser it is necessary to realise that a picture is not just a picture, but a device constructed only for one purpose and that is to sell. There is not a single aspect of an image used for advertising that is there by chance, there is always a purpose behind every feature. The models used in advertising are always appropriate to the particular commodity. They are chosen carefully so that the desired audience can identify with them enough to feel on familiar terms with them whilst still being unrealistically attractive enough to inspire the audience to wish to aspire to be more like them. For this reason the audience will unconsciously be led to the belief that the commodity advertised will actually make them a more attractive and therefore improve their quality of life. This results in them considering purchasing the particular product as a positive thing.
Ideology is the “science of ideas” and can be defined as a collective idea or perspective on a certain subject, from politics to religion and morals. Common ideologies in society therefore are rarely ever challenged as a large proportion of the population do not require any kind of proof to believe in their validity. One can say that most dominant ideologies derive from gradual persuasion from the mass media which usually tie into the particular political opinion of the time. There are other different kinds of ideologies, some which are reasonably commonly held view points, others which are less popular and may in some instances be considered radical and unrealistic to the general population.
The image at the beginning of this essay is an advertisement by a well known clothes brand called ‘Dolce and Gabbana’. Dolce and Gabbana is an expensive and very well-known designer brand and this in itself results in the general public to view it as a favourable and attractive option. This picture has been carefully constructed to appeal to a very specific audience. Barthes state that ‘a photograph is pure contingency and can be nothing else (there is always something that is represented)’ (2000). It is noticeable in this picture that all the models used are young adults and are all exceptionally beautiful. This is deliberately done to appeal to an audience of that particular age as it is much easier to relate to people of a similar age group to onesself. The stereotypical person targeted by the designers of this image is a young adult who is prepared to spend large amounts of money for something a cut above the average. It is likely that the potential audience will be young enough to be free from responsibilities of children and will therefore have more money and time to spend on their own appearance. The image itself is selling the false hope that by buying this particular brand of product you will achieve a look which oozes beauty, style, elegance and sex appeal.
In our society the mass media dictates how we should aim to look, then designers attempt to sell us the design of clothes they have influenced us to want. An issue that arises from this is the question of whether style can actually be bought or sold. Most people are under the belief that style is something personal that is created by the individual to reflect on their personality and character. However the whole principal of purchasing commodities to mimic a certain style that is considered fashionable totally contradicts this belief. This is a very obvious example of a dominant ideology not needing to be proved or even be realistic to be believed fully by the very people who are proving it incorrect. The desired audience of this advertisement is expected to be unconsciously persuaded that by wearing the brand they will be “expressing themselves visually” as well as becoming instantly more attractive to society on the whole.
It can be argued that the things we call our own are really insignificant in the scheme of things. The majority of people in western cultures spend most of their lives aiming to be able to afford certain possessions in the belief that they will somehow benefit them. This can be anything from clothes to expensive cars. However most people will admit that in reality possessions may make life a little easier but will not necessarily bring happiness, so it would appear very strange that gaining more and more commodities is one of the main priorities of people in this society. The underlying reason for this would seem to be that the ideology of our society assumes that our physical possessions are the main factor by which we are judged.
According to Barthes (2000) ‘society, it seems, mistrusts pure meaning: It wants meaning, but at the same time it wants this meaning to be surrounded by a noise which will make it less acute’. This in itself is implying that in a sense we would prefer to be under an illusion than face the reality that we are being fooled. It would appear that in a way society tries to protect us from the true meaning of the images it subjects us to. Possibly if we knew the true purpose behind the advertising we would not be so well persuaded. The cleverness in the advertising is to make the audience feel like it is their own choice because of there own personal ideas of style that has persuaded them to be attracted to the brand, not simply a strong encouragement from the advertiser. Using Barthes theories however it is possible that we are actually aware of our weakness to be influenced so the ideology that we create our own style is just an ego defence mechanism to cover up our own limitation.
Another factor to consider when analysing the image is that all the men are facing the woman who is in the middle of the picture. Her submissive position and the fact that she is clearly outnumbered is deceiving as she actually has a very dominant role. She is commanding authority over all the men in the picture as well as seducing the audience. Her image is holding the whole thing together, she is the central focus of the image so our attention is drawn straight to her. This strategy of using sexuality to sell a product is common within the advertisement market and it is a very successful scheme. Interestingly enough recently China has employed a policy of banning all marketing that uses sex to sell a product.
Barthes (2000) argues that photography can tell you something much more than a painted portrait. A photograph always has the agenda to inform, educate, advertise or even discourage whereas a portrait stands alone on its’ meaning. ‘Offensive to women’ is a caption that can be seen on the top of the advert. Both the brand name and the caption are written in bold san serif font. This could signify that the brand has a certain image to uphold. San serif fonts connotes the brand is modern and up to date whereas serif fonts are portrayed as old and outdated.
Using the image above, it is easy to recognise the patterns and symbols behind advertisement and the mass media. The advertisers have a goal and that is to sell their commodity in which ever way is most effective. As the audience, one might ignore all the signs that are there and pretend to be oblivious to the messages we are being given, but we still receive the intended message subliminally. In conclusion, Barthes theories explain the thought processes behind commercial marketing as well as the reason why it has the ability to sway our judgement.

John Berger

John Berger ‘Ways of Seeing.’


Chapter 3:


John Berger tries to explain the social presence of a woman and how different it is to that of a man. A women’s presence is judged by her voice, what she wears, her gestures, expressions and opinions. ‘A Man’s presence may be fabricated, in the sense that he pretends to be capable of what he is not. But the pretence is always towards a power which he exercises on others.’ He says the women are born into a world where they are constantly judged by their image. They appearance of a women could determine how she is treated by a man. ‘Men survey women before treating them.’ He explains that women know that they are being watched and consequently watch themselves and their behaviour in the presence of men. ‘Men act and women appear’.
I think that this statement has some truth to it. Women are constantly obsessed with their image in order to be appreciated by a man. I also think this gives them a certain sense of power and control because they determine where a relationship goes.

John Berger looks at the way in which nude European oil paintings are portrayed. He first looks at a picture of Adam and Eve during the renaissance and describes how their shame is portrayed by the couple by their stance. This changes later through the years where their shame is viewed more as confidence in an advertisement.

The meaning that we acquire from a piece of art is always different to what the artist intended. We reach so many conclusions when we are faced with a piece of art. John Berger differentiates the conventions and what a nude piece signifies. ‘To be naked is to be oneself,’ John Berger describes nudity as a disguise. This could interpret that we are all used to seeing each other with clothes on and without it, we are alien to others. He also describes nudity as a form of a dress.
Nude paintings of women are there to satisfy the audience (Man). It is often seen in these paintings that the women is not interested in her surroundings or her partner in the painting, her main focus is engaging the spectator. The audience’s relationship with the painting is limited because he can only observe the painting and would therefore realise that she is not naked for him.

This chapter basically explains the presence of women and men in our society. Women are often reduced to sexual objects and instruments to pleasure men. Women also feel the needs to look their best in order to get attention from men. They almost crave for attention from men. This message is constantly seen in the media with magazines articles and television adverts. John Berger also explains how women are viewed not just in everyday life but in paintings as well. Women are represented differently to Men and these representations and are suited to the man’s needs.

Edward Armitage


Retribution 1858


Oil on Canvas


‘Retribution’ commemorates the events of the Indian rebellion of 1857 – 1858. The Sepoy troops who were working for the British rebelled which consequently resulted to great acts of cruelty from both sides. The British soldiers unable to protect their women and children surrendered hoping to gain safe passage and boats to take survivors to Allahabed. The Europeans put their guard down in order to bored the boats where there were attacked. The boats were set on fire while they were being ambushed. Roughly two hundred men, women and children were killed in and around the boats. The men who survived the initial attack were shot at the riverbank. About two hundred women and children were taken back and imprisoned in a building called Bibighur. There were no actual survivors from the captivated. This incident was known as the Massacre of Cawpore.
The British public through photography and the telegraph saw these events and were shocked and horrified.


This painting represents the end of the conflict. The strong figure of the woman represents Britannia and all it’s strength and courage. The Bengal Tiger of India is being slain which signifies India’s strengths and weaknesses. I think that the artist deliberately chooses a tiger because of its strength and therefore portrays that man is stronger than any beast.
It also suggests that India as a country portray similar characteristic to the tiger.

The title ‘Retribution’ is very interesting because it represents Britannia getting its revenge on India. The artist deliberately chose this as a title to demonstrate the cruelty of the action displayed by the Serpoys.

The painting itself is bias because it wants us as the audience to sympathise and choose sides. It is very easy to notice the mother and the two babies laying down presumably dead and I think the artist plays with emotions. It is easy to provoke an audience if you deliberately include and subject or and issue which is inhumane. This content was not fabricated and is actually a true event, which makes the audience participate emotionally with this image.

This painting reminds me of the war propaganda posters that were produce during the first and second world war. These advertisements were deliberately designed to persuade and force the audience who were well and able men to go to war for their country. These posters basically played with the audiences’ emotions and made them feel like cowards if the didn’t go to war. This particular painting has a similar agenda but in a different context. There are always to sides to a story but in this painting, the artist only wants you to immediately side with the British.

I think that the use of the women in this picture is very strange because men are really seen as a protector, or more powerful. The image of the women though is slightly exaggerated. She can almost be seen as a man because of her powerful stance and structure. I also think that Edward Armitage chose to use a woman because she almost seems like the mother of our country taking revenge.

There are the buildings in the background that suggests that this is set in India. The sky in the painting looks quite blue but there are loads of grey clouds covering the blue sky. I think the artist tries represent the anger and fury felt by Britannia. The painting itself is quite colourful in itself, which grabs the audience’s attention.

I decided to pick this particular image because of the history it carried and I was also inquisitive about what the painting was all about. I like this painting because it grabbed my attention straight away and the composition of the actual image is really good. Everything is positioned for a purpose and the message and meaning is very clear.

Matrix

This illustration is part of my election project.

Matrix

This image was illustrated for my elective project.