Author: Briana Burton (Page 1 of 2)

Bibliography

Heller, Steven. “Street theater.” Print, vol. 50, no. 3, May-June 1996, p. 29+. Gale Academic OneFile, https://link.gale.com/apps/doc/A18614265/AONE?u=cuny_nytc&sid=AONE&xid=2bf5f143.

“Constructivism Movement Overview.” The Art Story, m.theartstory.org/movement/constructivism/.

Jodi. “What Is Constructivism.” Austin Artists Market, 12 Nov. 2018, www.austinartistsmarket.com/what-is-constructivism/.

“Paula Scher.” Pentagram, Pentagram, www.pentagram.com/about/paula-scher.

“The Public Theater – Story.” Pentagram, Pentagram, www.pentagram.com/work/the-public-theater/story.

        I think that the concept of mainstream vs. underground can be looked at in two different ways. Mainstream is art that is more known, where on the other hand underground art is art that is not as familiar. Heller believes that “Mass marketers steal ideas from visionaries, alter them slightly if at all, then reissue them to the public as new products.”  I think that most contemporary art is considered mainstream.

        The work of the designer that I will be presenting fits under mainstream because her designs were very popular and of a high standard. Paula Scher created many art pieces that fall in the category of “street art” which was not considered normal to be a mainstream artist. Although Scher was an underground artist, her posters for the Public Theater became mainstream.

         Paula Scher was into making posters with mostly typography. The posters for the Public Theater were done to bring more people into the theater. Scher’s Public Theater posters were influenced by Russian Constructivism.

        Paula Scher’s work for the Public Theater shaped the look and audience that would come to the Public Theater. I think that these series of posters made people pay more attention to the type of art that she created. I think that she also shaped the future for other artist to know that they should express themselves the way they want to.

Bibliography

Heller, Steven. “Street theater.” Print, vol. 50, no. 3, May-June 1996, p. 29+. Gale Academic OneFile, https://link.gale.com/apps/doc/A18614265/AONE?u=cuny_nytc&sid=AONE&xid=2bf5f143.

“Paula Scher: 25 Years at the Public, A Love Story.” ProtoView, May 2020. Gale Academic OneFile, https://link.gale.com/apps/doc/A624347506/AONE?u=cuny_nytc&sid=AONE&xid=283cad3b.

“Sexism Sells? 10 Sexist Marketing Campaigns That Were Actually Real.” Phrasee, 3 Feb. 2020, phrasee.co/sexism-sells-10-sexist-marketing-campaigns-that-were-actually-real/.

This ad is targeted towards women. The caption says “You can do it. We can help.” It is saying that diet Pepsi can help women lose weight. I think this is wrong and misleading.

“Dr. Pepper Ten Commercial – Not for Women.” Clean Cut Media, 21 Nov. 2011, www.cleancutmedia.com/advertising/dr-pepper-ten-commercial-not-for-women.

This ad is targeted towards men.  The caption says “All 23 flavors. Just 10 manly calories.” I think this is very sexist since Dr. Pepper is a drink for everyone.

“Coke’s ‘Share a Coke’ Campaign: An Integrated Marketing Success.” Incitrio, 23 Dec. 2014, incitrio.com/cokes-share-a-coke-campaign-an-integrated-marketing-success/.

This ad is targeted towards everyone. The caption says “Share a Coke with.” This ad shows that no matter your race, ethnicity  or gender you can have a Coke.

Marshall McLuhan who is the author of the book “The Medium is the Message, “explains how the medium intertwined with our everyday lives.  He spoke about the medium as the message and explained that the contents of one medium is also another medium.  It is the process of actions connecting to each other to complete the process and is also any new addition to our lives. Technology is one addition that is expanding rapidly and is a breakdown of the quality of many products and the effort of the process. Although it can be said that technology enhances daily life and makes manual tasks easier, it has negative impact on society. The lack of creativity and the desire to create everything quickly has somewhat lessened the quality of the products. The author has given many examples and made comparisons of the old ways of doing things and the new ways with technology.  These show that although using technology can allow mass production of goods at a faster pace, it is not necessarily the best way to do things.

        Since it is stated that the medium is the message and the content of the message are linked, artists and designers must have a clear vision when creating new ideas to establish that link. There is always an extension to ideas or products which extend the first medium to the next to show the connection. McLuhan gave examples of products from artists and designers that are different but linked to create the message. He said that electric light and power have separate uses, but they are still connected to human being’s daily lives.

        As more technology is developed and people become increasingly vulnerable to be more productive, the media becomes a powerful organization.  It has a lot of influence on how information is provided to the public. Therefore, designers often used the media to introduce themselves and their work to people. The media create a platform where it not only entices people to the work of the designers but, but designers to adapt the trend of the media to please the media and the people.  Often the designer’s creativity suffers as they are no longer individual entities but participants of mass production.

Typography is embraced by many artists. As typography became more popular it became more advance. In the article “The New Typography” Jan Tschihold who was a trained classical typographer state that it was done for clarity. He made the comparison between the old and new typography. Grids are important to typography. It gives a sense of foundation to the design. Karl Gerstner spoke about designs and fundamentals such as typeface, size, and the overall design concept. Based off these articles I came up with a design using the key aspects of typographic design.

Language should play an important role in art and design because to have great designs you have to be able to communicate your ideas to the client through art. Moholy-Nagy believed that typography and photography should help improve art today. According to Bayer typography is not a fine art, therefore it is a discipline. Gropius was the founder and director of the Bauhaus. Gropius and Bayer spoke about Bauhaus as a fundamental part of art. As Gropius expressed his passion for the arts, he said there has to be a balance in everything. He also said that any work that is produced by the drive with oneself will have spiritual meaning. Some areas of art can be done mechanically but there also has to be hands-on creative work as he believed the outcome of the product depends on the creativity and talent of the artist. Which cannot be taught. However, knowledge on how to do certain minor skills manually can be taught which would in return allow the artist to be prepared for a profession.

        Many academies teach arts of different forms, such as art theory and art practical. However, natural talent continues to be a driving force in the art and design industry. Artists are taught to be creative human beings. Knowledge of theory must also be taught in visual arts. It allows more creativity in the art industry. A combination of both theory and practical need to be updated to be able to adjust to the changing world.

        According to Bayer mechanical techniques were lacking in the past. Although the authors believed that mechanical techniques were not creative, these techniques allow artists to cater to larger clienteles. New strategies or ideas that will lead to future of new art are typography and photography. Which when combined will make art more dynamic. Although the combination will be a good strategy, typographers and photographers will have to adapt to the new art aspects.