Paul Rand “Good Design Is Good Will” 1987 from  Graphic Design Theory: Readings From the Field page 64-69 and Steven Heller “Underground Mainstream” in Design Observer 2008.

Question & Prompts

  • Is the concept of mainstream vs. underground relevant in advertising of 1950’s / 1960’s and is it relevant today?
  • What is “culture jamming”?
  • Provide a visual example and description of early avant-garde culture jamming.
  • Provide a visual example and description of culture jamming today.

Reading Response

The concept of mainstream vs. underground is relevant in advertising of the 1950s and the 1960s. During that time, this concept was shown through the psychedelic movement. Sex, drugs and behaviors that has no rules which aren’t welcomed in the mainstream world. During this time, the underground culture was more popular. All the way from underground bands to punk. Although not as popular today, the mainstream and the underground still clash with each other even today.

Culture jamming is the process in which the underground takes ideas from the mainstream in addition to their own creations. A form of protest against mainstream culture by anti-consumerist protestors. It was used to defame the mainstream culture and advertisement was their favorite target.

An example of an early avant-garde culture jamming would be this Mao portrait Andy Warhol designed. In this portrait, he’s trying to insult the President of China, Mao. He changed his face color, background, everything as a way to disrupt peace.

There is a lot of culture jamming today. One example is this Pepsi logo and an illustration depicting this logo. It’s trying to prevent people from drinking Pepsi because it makes you heavy and unhealthy. This is just one example out of the others economic and political culture jamming.

Hypothesis Annotation

  1. Zines https://hyp.is/AuuFqDQcEeyXGXstm8_AgA/designobserver.com/feature/underground-mainstream/6737
  2. Earnest Elmo Calkins https://hyp.is/UM7vlDQcEeynkn8RT_-KVg/designobserver.com/feature/underground-mainstream/6737
  3. Paul Rand https://hyp.is/sB-SWjQcEey_c6vLgNgdKg/designopendata.files.wordpress.com/2014/05/graphicdesigntheory_helenarmstrong.pdf