Cop Proposal

OUGD501 - Module Evaluation

This module has enabled me to have a greater understanding of the power/tricks within advertising. When approaching creative writing it is seen at first to be quite a daunting topic for me but when I have a complete understanding I find great pleasure in learning about the chosen subject. Learning about the psychological effects of the mind (hidden needs) brought me to an intense engagement with the theory behind desiring and how it can be tampered with. To a certain extent I didn’t believe in the hidden needs but from the solid research, I was able to generate facts on the subject of advertisers functions. The title of my essay was truly mind blowing. The interests in Vance Packard resulted in me basing my practical on his studies, applying certain advertiser function but also enabling an awareness in which Vance Packard brought to our attentions. Because I spent a lot of time evolving my creative writing it brought me to a standstill with my practical, resulting in an extension of the module.

In comparison to last years creative writing, I would say I’ve developed a much greater understanding in the creative writing & practical. Since doing this years cop I have advanced slightly in my writing & processing skills. The guidance received has also allowed me to approach a different style of writing, which I’m most satisfied with.

This module has given me insight into how much time it takes for me to complete both writing and practical. Which will prepare me for my dissertation, applying double the efforts in a much smaller timescale.

Overall this module has been a massive learning experience in creative writing but also forming an interesting awareness of my surroundings. My only concern within this module was my practical, as I hadn’t spent as much time as I wanted to on it. I think my concept communicates well but to have more of an engagement in other possible areas will have given me a better choice in what concept suited most, a fresh set of eyes would have been helpful in my design decisions also.

OUGD501 - Design Boards

OUGD501 - Essay 2 Practical

Vance Packard’s in his book The Hidden Persuaders (1957) reflected a forbidding picture of how desire could be perceived. The post-war idea of a thriving world, for which unaffected human requirements could be achieved as strong, well organized and growing low-cost, was devastated. Packard unproven that, in its place of helping human requirements, the big companies were operating our very needs, using all from subconscious messages to the misuse of sexual imageries

As mentioned in this section of my essay, advertisers operate to the physcological effects of the human mind in aspects of our desires and needs. They show and tell us about products in a manner that we cannot resist. The application of theory has a graphical approach to it, so to apply my creativty in the area would need an indepth approach on colour theory & quality of imagery & linguistics  

OUGD501 - Research - Vance Pakard

Vance Packard

"In The Hidden Persuaders, first published in 1957, Packard studies the use of consumer motivational research and other psychological techniques, including depth psychology and subliminal tactics, by advertisers to manipulate expectations and induce desire for products, particularly in the American post war era. He identified eight "compelling needs" that advertisers promise products will fulfil. According to Packard these needs are so strong that people are compelled to buy products to satisfy them."

To discover an in-depth approach with the Hidden Needs will provide a most relevant practical outcome. Vance Packard expertises revealing how advertisers suppressed the psychological mind of the consumer in effective persuasive manner.

OUGD501 - Practical - Final Outcome

The Finals resulted in a much more professional resolution which wasn't expected as my ability isn't as broad when approaching photoshop. The use of effects became rather handy in creating a much more engaging 'Hidden Need poster. 

When applying detail to the Ferrari Poster it was important that it looked realistic and rich in its overall visual. The meaning for that is to create an emotion of need that'll reflect back onto the quality  of the poster, in which advertisers visual communicate to the consumers. 

Ferrari is one of the one wealthiest car brands out there and I believe the phycological theory has been applied to them through the use of Colour & Linguistics within the brand/adverts

When you think of Ferrari you may immediately think red, horse or even fast. After my interaction in colour phycology red is supposed to communicate a feeling of power/strength. The logo being a horse which represents the speed (Horsepower) of the car. A horse also has a lot of strength it's the ideal animal of speed, power and strength. In relation to humans we aspire to have such power and how we apply to ourselves is by owning something that performs in such ways. To have a Ferrari would necessarily mean you're at the top of the chain of society. This is what most people desire, a sense of power. (Hidden Need #1) 

When coming to the immortality poster I didn't need to make use of young (photoshopped) models to create an enticing poster to the product, a much fairer advert. Although my aim wasn't to create a poster which people would want to buy, my approach to this outcome was the awareness & to bring the lies to an end in the most obvious way. The fear of death threatens us all but for us to be naive about it is much more emotionally destroying. The faster we accept it the better we will be. 

This is a struggle, for advertisements create insecurities which force consumers to buy youthful products. Slogans such as 'because you're worth it' a play on words that introduces self-confidence to female. But since when was confidence an issue, only until advertisements used the most beautiful models to sell the product. Makeup & photoshop will create unrealistic features & beauty. 

My interpretation on the subject is to make the woman understand they will not live forever and to be true to themselves for that itself will be the one that creates a form of phycological distress. The poster is also to create awareness on the exploited 'Hidden Need'.

It is also a much fairer ad for you can choose to buy the product simply based on the brand, ingredients, application and the overall product. of course, this method will not sell a much but it's fair to both ends. (Hidden Need #2)

This particular poster was to involve a message of how we feel like we need to own a specific brand in order to be a part of a group/society, to have a choice over your identity & how you'll be perceived by others. 

But when young you can be categorised and bullied, as people have an inappropriate opinion on the appearance of individuals. 

Realistically it's just a brand/logo so why have we been pushed apart from one another for not having a similar look, I believe people are becoming a brand rather than a human. 

Brands use strategies to create loyalty so you return to them rather than picking up another form of a brand to claim another identity. 

The point I'm trying to communicate in this poster is slightly anti - ad for I've manipulated their brand image (trolled) to convey a message that we shouldn't have to own a brand to become acceptable in society or higher class. 

OUGD501 - Reward System

"Another aspect to consider adding to your points system is an artificial advancement. For example, say your pizza restaurant wants to start offering free pies to loyal customers – after crunching the numbers, you find that after four small pizzas purchased at the full price, it makes fiscal sense to give away the fifth one for free. Each pizza equals one point, and a free pie is earned for every four points. You could start new members of your reward program off with a points card with a zero balance on it… OR, you could offer them a card that requires five points for a free pizza, but you’re going to be awesomely generous and put their first point on there for free, on the house. In each example, the customer will have to buy four small pizzas in order to earn a free one, but numerous studies have proven that customers in the second group are much more likely to actually earn that free"

It’s a psychological aspect of feeling closer toward completion – they are already 20% of the way to their goal when they start, versus 0% when starting out at 0/4. Plus, when the second group earns their first free pizza, they’ll have to buy five again, not four, to earn a second free pie, meaning more revenue for your business.

Whitehead, Jerry. Customer Loyalty.blog.fivestars, 2013

Adverts play on this when coming to discounts, free delivery etc. It allows the customers to remain loyal to that specific brand, this tactic sucks you into a repetitive relationship with the brand. The phycological act creates a need to purchase the product in order to satisfy your reward system. 

In personal doings, I have become quite loyal towards Cafe Nero as their reward system is that when you purchase 9 hot drinks you can claim a free coffee any size or type. 

My feeling toward coming close to filling up the loyalty is rather exhilarating. Avoiding the fact I have spent £20 just to get that free coffee. Being oblivious to its enticing strategies causes an overwhelming loss in expenditure 

 

OUGD501 - Synthesis

Synthesis Notes:

What we can learn from Psychological effect within desire is the emotion involved within advertisements, how we react to certain ads. Whether they make us happy or whether they cause catastrophic debt to the consumer through endless purchasing. Increasing our need to own something becomes desperate measures and if not owned may cause an effect on how we view ourselves in society, a source of Hierarchy to be concluded. Brands & Psychological experts team up to figure out how we consumers behave in a certain situation if that's by using a form of sexual desire within an advertisement, preferably by using enticing linguistics to make something out to be better than it actually is. As a whole, this forms a connection between brands/advertisers and consumers/society. Vance Packard revealing 'hidden needs' which are exploited by brands. Needs such as a 'Sense of power' this need is a psychological term for being superior & of the elite class ( a goal we want to achieve ). This emotion is played upon with supercars a perfect example would be Ferrari. When looking into the Psychological aspects of their brand they execute power through colour theory (Red) and the logo being a 'horse' Informing Horsepower. When looking towards linguistics playing with terminology such as 'Power' it can translate to the mind of a sense of power which people long for in order to feel secure. 

"it gives him [the buyer] a renewed sense of power and reassures him of his own masculinity, an emotional need which his old car fails to deliver."

As found in research we come to terms with being able to say 'no' and understanding why, but we do not question our 'yes' but why yes, is it good, do we actually need it be too happy?. To have an awareness of our consumer selves would be much beneficial towards out mind/emotion, which would probably save us a lot of money and prevent debt.  

OUGD501- Context of Practice - Desire

Desire

Noun

A strong feeling of wanting to having something or wishing for something to happen. 

"he resisted public desires for choice of education"

Strong sexual feeling or appetite.

"they were clinging together in fierce desire"

Verb

Strongly wish for or want something.

"he never achieved the status he so desired"

Sigmund Freud

• Repression and the unconscious
• The unconscious is unknowable
• A structure of the human psyche - unconscious, preconscious and conscious zones
• Infantile sexuality -  stages of psychosexual development
• Primitive drives - Eros (libido) and thanatos ( death instinct ) 

Common conscious desire objects 

• A person 
• Status 
• Possession
• Power
• Recognition
•  

What kind of desire has come around in the 21century.

In this day and age people are mostly focused on their possessions & recognition. So by the works of social media people can express themselves through the use of there possessions to claim recognition, which would be a follow on their social media account e,g Instagram & Twitter etc...

I have an interest into looking into different classes desires such as the poorest, middle class or the richest. To find out why they choose to purchase expensive brands or not purchasing a brand that isn't as recognisable.


When coming to the practical side of desire I would like to explore into different classes an look into the reasons for why they choose to go for a more expensive life style.
I'm against the idea that our unconscious desires are manipulated through the use of adverts, so looking directly into Ad busters to construct something that allows us to be aware of these doings in society.

What are the benefits and dangers of desire 

OUGD501 - Study Task Two - Parody & Pastiche

PARODY & PASTICHE

Parody:
an imitation of the style of a particular writer, artist, or genre with deliberate exaggeration for comic effect.

"One way of creating this double or contradictory stance on any statement is the use of parody: citing a convention only to make fun of it"  As Hutcheon explains, "Parody—often called ironic quotation, pastiche, appropriation, or intertextuality—is usually considered central to postmodernism, both by its detractors and its defenders"

Unlike Jameson, who considers such postmodern parody as a symptom of the age, one way in which we have lost our connection to the past and to effective political critique, Hutcheon argues that "through a double process of installing and ironizing, parody signals how present representations come from past ones and what ideological consequences derive from both continuity and difference"

The postmodern parody appears to happen together with a general cultural awareness of the actuality and power of systems of representation which don't reflect society so much as allowing the meaning and value within a particular society.

The self-reflexive, parodic art of the postmodern comes in, underlining in its ironic way the realization that all cultural forms of representation – literary, visual, aural in high art or the mass media are ideologically grounded, that they cannot avoid involvement with social and political relations.

A programme called 'Nathan For You' performed an act of parody to increase an independent cafee owners sales, which was affected by the bigger corporate business such as 'starsbucks'. This display of parody was completely legal and didn't conform within copy right. Dumb Starbucks attracted dozens of visitors before it was allegedly shut down by the Los Angeles Health Department, an event incorporated into the episode, although the LACDHS has no records of Dumb Starbucks. Spectators and media commentators questioned the stunt's authenticity, viewing it variously as performance art, a statement on consumerism, a viral marketing achievement or the work of street artist Banksy. "Dumb Starbucks" as a whole explores the concept of parody law. Fielder describes the laws within the episode as such: " it allows you to use trademarks and copyrighted material as long as you’re making fun of them. A "frequently asked questions" letter upon the window of the location detailed, in vague terms, its status under copyright law. It stated that the location is operating as an art gallery and is technically "making fun" of Starbucks, calling itself a work of parody art.
Some people believed it was an act of Banksy

OUGD501 - COP 3 - Proposal

1. To what extent do technological developments in production and distribution impact on Graphic Design?

2. To what extent does ‘Aesthetic Style’ reflect the context, audience / function of contemporary Graphic Design?

3. What is Good? - To what extent does Social Responsibility impact on the role and function of Graphic Design?

4. To what extent do the individual politics of professional practitioners impact on the role and function of Graphic Design?

5. In an era of globalisation, to what extent do contemporary Graphic Design practices reflect core British Values?

6. To what extent has Graphic Design constructed our understanding or view of historical events and perceptions of truth?

What function does Graphic Design serve 

How does this change in various contexts

Focus on fashion, use graphic design elements on garments to gage people’s response.

Does different design work in a variety of contexts

Does the physical environment influence what people want?

England – heavy clothing, need for warmth 

Cultural issues:

Choice of materials dictating what is available / desired

Limitations of garments – women being covered/ religion

Hierarchies

Gender

Class