Andy Cuevas – March 31st/April14th

Polysemy- The Coexistence of many possible meanings for a word or phrase.

Connoted – Imply or suggest an idea or feeling.

Denoted – Be a sign of; indicate.

Polysemous – Having multiple meanings.

Ontology – The branch of metaphysics dealing with the nature of being.

Etymology – The study of the origin of words and the way in which their meanings changed throughout history.

In the text Roland Bathes is trying to understand the message the image contains.

3 messages

The Linguistics

The code iconic message

Non coded iconic message

Andy Cuevas – April 28th

According to Heller, contemporary design is shaped by the underground advertisement. The underground designers at all times are the source of mainstream design. Their information is sometimes stolen, redesigned, and used for commercial use. For that reason, without underground designers, then the mainstream designs might not be appealing to most people.

The art design to be addressed is the use of artwork and drawings by most people. In most cases, drawing art belong to underground design. Most people do not understand the meaning in the drawing art hence becoming less used in the current design. Despite the low popularity of drawing art used in the advertisements, they have more information and more appealing. For a long time since the introduction of technology in the world, people have been using other art designs to impress people for buying. To break the monotony and bring change in design art, most people should embrace the use of drawing, which would be more appealing to people.

Notably, drawing artwork shows creativity and innovation. When drawings are done in the right way, it is impressive and attractive to many people. Although drawing is not accompanied by music and other graphics, the message in it is attractive.  People have been used to different designs that have become common in recent times. Drawings have been there even at the old times and were used to portray message which can be related in recent times. For that reason, applying the new technology and allowing for innovation, drawings should be embraced to improve the underground design of artwork. When well-articulated, it will gain popularity and break the monotony of the recent design.


Clarke, L. (2007). Drawing now: Between the lines of contemporary art. IB Tauris & Co Ltd.

Heller, s. (2008). Graphic Design Theory: the underground mainstream

Watson, A. D. (2015). Design thinking for life. Art Education68(3), 12-18.

Andy Cuevas – March 24

This ad is about how black women get overly sexualized and in this specific ad represent chocolate as most women can attest to unwarranted attention from men is occasionally flattering, sometimes amusing most time problematic.

This ad Urges children’s brands to implement inclusive marketing by ending the practice of marking children’s toys as “toy boys” or “for girls” in-store, print and online advertising materials.

This ad is about cultural identity and pandemic this ad informs the audience about what we are currently going through. A new Scientist is a science journal magazine whose goal is to inform. This type of Ad is right up their ally.

Andy Cuevas – march 17

Marshall McLuhan describes technology and media as “extensions of man.” McLuhan means a lot by this statement; for instance, automation is an aspect of technology. Automation plays a huge role in creating different roles for people. This involves people’s involvement in human associations and in their work, which had been destroyed in the era of mechanical technology. However, with the current automation, many job systems have ended up eliminating many jobs as well as laying off a broad range of workers.
In other cases where cultures focus on assigning roles instead of different jobs to people, the skew and the dwarfs end up establishing their own spaces since they are not expected to fit in niches that do not fit them anyway. Moreover, technological influences occur at the levels of concepts and opinions. Still, in the long run, they are designed to change people’s perceptions, patterns, and ratios steadily without any resistance.  Therefore, if the “medium is the message,” then a serious artist is are supposed to experience technology with a lot of impunity.  Artists and designers are much aware of technology and changes within the technology through their sense of perception. Additionally, money is another aspect that has shaped the roles of designers and artists because it helps in extending their sense of life. Unfortunately, this change never relies on people’s approval or disapproval. This is why artists and designers tend to move from ivory to control towers in societies. Similarly, artists are supposed to shape, analyze, and understand the life of structures and forms established by the electric technology in their role of idea creation.

Andy Cuevas – March 10

From the reading, I learn that Karl Gerstner created a methodical approach to designing. He was a pioneer of Swiss typography. According to his method, designers should use programs to find solutions and not solutions to problems. This involves making creative decisions based on intellectual principles. When the intellectual principles are precise, the more creative the design becomes.  Gerstner advocated for using the Fritz Zwicky method in designing. He developed the morphological box of typogram that designers should use in designing. This morphological box of typography contains criteria that can be changed as the design continues depending on the needs of the designer. He states that the typographic grid should be used in regulating the proportions of the composition.

Jan Tschichold developed the new typography. According to this approach, designers should design to achieve clarity and not beauty. Fonts should not be arranged as if there were some pivotal points in the middle of the line, which would call for such arrangements. Designers should not use axial arrangements because they are deemed illogical due to the stretched distance from the central point. The new typography encourages designers to use color, photography, and line arrangement to express the relationship between each part of the design. This approach is dominated by asymmetry and logic.

Josef Muller-Brockman designed using a grid of the swiss typography. Designers using this method should carefully control the use of subjective, irrational, and disorganized design elements. They use a grid to order these elements. This helps in making the work look intelligible and objective. When using this approach, designers should show their objectivity other than subjectivity. Such designs show the type of person the designer is in terms of their mentality, knowledge, and ability.

Andy Cuevas – February 25th


Bauhaus is a general term used by Germans to define art and all its aspects combined. It is a term used to refer to a school of art introduced in the early years in Germany.

The Bauhaus was founded by Walter Gropius whose main focus was on working in collaboration with schoolwork and the industries for efficient output. He argues that in his era art was a deficit of true beauty. He believed that every design in art needs to be approached comprehensively by analyzing the problems that need to be addressed fully. According to Laszlo Moholy-Nagy technology is one of the vital tools for art improvement in the future. Technology is an asset that can be adopted for the storage and preservation of art for a long duration of time. Photography, films and book designs are some of the tools that Laszlo used. The use of typography introduced by Herbert is another way of making and improving art in the future due to its appealing nature to people.

Education or the academy as stated by Walter is a discipline to teach artists that art is acquired as a result of much practice and deep understanding of passion and willingness of a person. It also teaches artists that art improvement goes by with time as one gets more experienced. At the start, the art may not be at a quality level but with progression, the qualities improve. However, this has been corrupted by saying that art is a profession acquired through study and not practice as Walter says.

In the modern century technology seems to be taking better in art and design. It has been highly appreciated in the art industry due to modern technological advances in the whole universe. It helps in sharing ideas and information to produce newly designed objects in the market.

The introduction of Bauhaus was important in the development of the art industry that is important to date. It is a sector that is beneficial to many people in the modern world bearing in mind the technological advances to use in improving art.


Andy Cuevas – February 18th

Manifestos in The Early 20th Century

Courtesy of new technological aspects triggered manifestos and movements in art, in the dawn of the 20th century.  Based on Rodchenko, Marinetti, and Lissitzky, the old phase of art has been foregone due to the need of making art more presentable than it had always been in the past. These artists would speculate on possible dematerialization where everything was done in the art would involve fewer burdens. Perhaps the aim was to reduce the high cost incurred, or even with the cost being high, the total quality would rise. I learn the objective was to minimize cumbersome materials leading to energy loss, improving the future in all aspects through art as well as bringing humankind together: That is, through technology for a better life.

I would say Lissitzky encouraged on new printings to improve book art. He went further in photography invention to attract clients in photographic art and raised the network of communication. In the writings of Rodchenko, art is boosted through unique photography angles and the formation of letters. More importantly, the latter gives constructivism a visual by raising voices and inciting the humankind. Marinetti seems to be focused on bringing the bigger picture of the future. I would say the artist understands that to improve art, support and embracement is required. This drives the desire to portray futuristic images in people with advanced art. However, in different ways, these artists have ignited the new technological basis to improve art.

The ideas of the three artists revolve around the same goal: That is, reinvention by doing away with the old art as well as introducing a new work of art. They all focus on future improvements for humankind. However, I believe the writer’s ideas on pursuing this might diverge. Perhaps this might be possible in the implementation of strategies. I believe some ideas will be capital intensive while others may be labour intensive. This might, therefore, lower the higher success chances.