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.
Paul Rand is right in the sense that there is meant to be a give-and-take relationship between the designer and the client. Overtime, though, the balance of that type of relationship has swayed like a see-saw. As design becomes more and more commercialized, we see people who have no design experience making the creative briefs. We see them critique designers work as if they had received their doctorate in the field. This has caused many to go “underground”, rather than follow the mainstream. To me, the differences between the two is dependent of how the public perceives art to be. In simple terms, if it isn’t mainstream, it’s underground. What separates them is longevity. An art that is considered mainstream will last much longer in art history because of its potential for supporting monetary gains. Also, mainstream art is noticed by the general public or “outsiders”. An underground piece of art will be noticed by those who closely follow the field, designer, or genre. The potentiality for monetary gain is possible, although not as guaranteed.
Above is an advert from Clorox, mocking women of the change they’ve created in society. Naomi Parker Fraley from the “We Can Do It” Poster is being used here in a different connotation. Generally, she is seen as a revolutionary figure. The image of flexing her biceps symbolized the strength of women in every aspect of society. Before, they were the housewives, cleaners, and servants. But in this ad, they are using their power to repeat that cycle.Â
This advert by Burger King mimics the face of their biggest competitor, Ronald McDonald. We see Ronald ordering food at a Burger King. The satire here is very well thought out. Ronald is dressed in a trench peacoat and matching fedora to highlight that he doesn’t want to be seen in the typical “undercover spy” outfit. But we see his hair, socks, and shoes and quickly identify who he is. It shows audiences that even the face of McDonalds wants to eat from Burger King, with the tagline stating, “It just tastes better”.
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