Context of Practice - Lecture 7 - High Culture / Low Culture

Definition of Avant-garde - Idea of doing art/ design work that is progressive/ innovating
                                             - also it refers to the idea of there being a group of people being innovative

• Art as avant garde is a class attack on critics and the rules of the art at the time
• today art culture is to experiment for experiments sake
• As today there is almost a pressure to constantly be progressive and innovative 
• As avant-gardism grows, the main qualities that are aimed for by artists is to shock and be radical which becomes somewhat of a drug for artists
• This leads to experiment for experiments sake and therefore concept takes place over aesthetics.
• This then becomes the priority of the artists - striding to be original and in no way copy any other.
• Artists begin to announce that creativity comes from within them and it must be let out
• Throughout history art has never been about being creative, from the 16th to 18th century only high class people could go to art school, where they were taught to duplicate the work of great artists until they could replicate it perfectly, they were not allowed to create their own work, however, this was not creativity or avant gardism
• At that time art could only be purchased by the church or members of aristocracy so the market for art was not very large, therefore art was never about being creative, it was about the work of a master.

 

• 'Fauves' - the work of painters who are self taught - created new styles of art which was very experimental and was seen as an attack of the established art world.
• Class shifts have allowed art to be more available but it is still restricted due to the demand of art  types and the fact artists see them selves as above all others.
• Art then starts to seem self destructive

• Artists then see themselves as separated from "all the rest" of the population as they believe they are special
• They believe they are beyond their work and blame the public for not understanding their work
• The public are then viewed as 'stupid' by the artists for not understanding their work 
• Fine art becomes misunderstood
• Critics help fine art by creating theories that have no meaning, their job was to write about why certain art was good, they made a career out of explaining difficult to understand art
• They also protect the art world by constantly creating arguments
• Critics ensure they protect their own interests by suppressing all other art cultures.
• For example, American critics say any other countries work is pointless.
• Art movements are often directed by powerful figures such as Stalin 

 Opposing term Kitsch  -

Kitsch - Art, objects, or design considered to be in poor taste because of excessive garishness or sentimentality, but sometimes appreciated in an ironic or knowing way

Kitsch is basically the opposite of avant garde, but I am not sure if that means everything that is not avant garde is Kitsch?

Lecture 6 - Film Theory Lecture 3 - Italian Vernacular Cinema

Definition

Vernacular - Available to everyone

• Fellini is taken seriously as an auteur
• Films are very stylish and sophisticated
• His films contain interior meaning, seen as worthy of critical appraisal

• La Dolce Vita (1960) - by Fellini, was epitome of style and sophistication, this film made sunglasses fashionabl.

Prima Visione and Seconda Visione

• These cinema's attracted more middle class sophisticated audience, these were more like the cinema we have today.

Terza Visione -

• Audience in 1970's determined direction of the films and were mostly working class Italian families
• People went to the cinema every night, so many films are needed to play, In many cases cinema used to be used mostly as social background noise.  While people go there to socialise, talk, drink, eat.
• People often entered the cinema at any point in the film

• Wagstaff said, that terza visione is  more like a television audience, who go to the cinema after their dinner, with no particular film in mind, using it often as a social event, similar way to mass in some churches.

• Filone  - has a similar meaning to genre but it is based on the idea of geology - layers of veins within a larger layer

Examples of Filone

• "Giallo" - based on detective novels
• Spaghetti Westerns
• Mondo - Cannibal Films
• "The Good, the Bad and the Ugly" is an example of Filone
• Use of sound and music to create tension, lack of dialogue, use of eye line and cutting  to create a personal connection with the audience.
• Differences in scale, Use of Camera to tell a story, Fragmentation of body and Catholic references.

Giallo

• italian for 'Yellow'
• Stem's from cheap paper back crime and mystery novels with trademark yellow covers
• Made for mass audiences, gore and grime, some Giallo films are artistic, some are grind house and cheaply made
• Gross out movies
• These films challenge our senses and standards of 'good taste' at their worst
• Mario Bava is famous as a 'Giallo' Director

List of Giallo Directors and their films

• Often the protagonists that feature are American of British tourists visiting Italy.
• They most commonly worked in the creative industries
• This portraits a more cosmopolitan 'Jet set' life style to glamorise the life of the audience
• A study was carried out on 'Giallo' films by Mikel J Loven and he discovered that the killer always was covered, wearing gloves, hat and overcoat, this was done purposefully to keep the gender and identity a total mystery.
• Priests were often used as a gender confusing element to the killers identity

•  Dario Argento was known as the Italian Hitchcock
• Like Hitchcock he also places himself in the film - usually as the killers black gloved hands
• 'Visually stunning 'set pieces''
• Films were shot without sound so they could be dubbed in many different languages
• He would ensure the solving piece was some form of art, this was purposeful as to hint to the audience that art and a jet set lifestyle solve the mysteries of life.
• Most of his family also worked in the film industry
• His Brother - Claudio Argento (producer)
• His Father - Salvator Argento (Film producer)
• His daughter - Asia Argento (actress)
• Product placement of elegant products to evoke a sophisticated life style.

• Often Fiallo demand to be viewed from a psychoanalytical point.
• The Psycho often was that way dues to - false memory - childhood trauma - Fetish's

 America/ Canadian giallo

• Black Swan
• Death Proof
• Dressed to kill
• Halloween
• Black Christmas

Lecture 5 - Film lecture 2 - French New Wave Cinema

 the period of new wave cinema was focused mainly lin the 1950’s and 60’s,

 the new wave was created by British and french, however the main focus of new wave cinema was in Paris

The leading french film makers at the time .
jean- Luc goddard
Francois Truffaut
claude chabrol
Jacques Rivette
Eric Rohmer

 All of these film makers shared a back ground in film theory nad were once film  crtitics

L Pointe Courte (1954) by Agnes Varda was considered the start of new wave.

directors for french new wave and european art cinema
France
Jean Luc Godard, Francois Truffaut

Italy
Frederico fellini, Michaelangelo Antonioni, Pier paolo Pasolini

Other countries
Ingmar Bergman (swededn), Luis Bunuel

New wave was a discovary of american genre films, based on cinematic quality rather than literary value.
Focusing on the importance of personal exprestion of the director involving spontaneity and digression.

The new wave wanted certain reactions from it’s audience, stress, the experience of free choice, an absence of rational understanding of  the universe, The sense of absurdity in human life

visual themes  found within New wave cinema,
Used light weight hand held cameras
Light weight sound and lighting equipment.
Faster film stocks, less light..
Films short in less time and for less money.
New wave encouraged, improvisation and experimentation.
The films often had a casual natural look.

new wave was a result of a reaction against the french films of the 1940’s, which were filmed in studios,
film set in the past
films prior to new wave often were contrived and over dramatised.
A lot of trickery and special effects were used.


Breathless (1960)

• Reinventing film from the ground up
• Basis in American gangster films, but everything is deglamorized
• Location shooting, natural light, handheld camera
• Use of jump cuts, mismatches, and other violations
of continuity editing rules
• Self-reflexivity: Jean-Paul Belmondo and Bogart
• Jean Seberg: America/France
• Use of digressions and suspensions of action
• Reality of story/reality of film
• Ambiguities of character, of identification, of ending

French New wave - Film editing

Often done freestyke and never usually conformed with usual editing rules.
Jump cuts are used and is often discontinuous
Shooting on location Natural lighting Improvised dialogue and plotting Direct sound recording Long takes Many of these convention

The goal of this style of film editing is to ensure the audience remember that they are watching a fim.

Mood Shifts

Infatuation
Romanticism
Boredom

Often in French new wave cinema characters do not obied by usual stereotypical portrayals for eample

Heroes are often aimless, stylish and act silly
They also are made to seem cowardly and amoral

Jean-Luc Godard’s Influence on French New wave cinema
jump cuts
Elasticity of time
relative independance of sound and image
Focus on both narration and narrated
Self Reflective cinema
“Reality” of Images

Other New wav Films

1959
francois truffaut - ‘The 400 Blows’
Alain Resnais - Hiroshima Mon Amour
1960
Jean-Luc Godard - Breathless
Francois Truffaut- Shoot the Piano Player
1961
Jacques Rivette - Paris Nous Appartient
jean-Luc Godard - A Woman is a Woman
Alain Resnai - Last Year at Marienbad
1962
Frncois truffaut - Jules and Jim
Agnes Varda - Cleo from 5 to 7

Design context - favorite designers

A list of designers that I admire and that influence me.

• Dr.Alderete
• Kari Moden
• Saul Bass
• Peter Saville
• Adrian Shaughnessy
• Matthias Gephart (Disturbanity)
• Modern Toss 
• Neville Brody
• Superfried
• Effektive
• Pentagram

Favorite Male Graphic designer

DR. ALDERETE - Mexico

He has some fantastic work, the use of screen print and bold blocks of solid colour as well as his use of colour contrast is brilliant.

The characters he designs always have a uniqueness and when I look through his portfolio I am never disappointed.

Favorite Female Graphic Designer

KARI MODEN - Stockholm - Sweden

Kari has a very unique style , but I enjoy it due to the boldness and vibrancy of the colours as well as the way she produces power into an image just by simple shapes of solid colour

Many of her designs are formed using intricate pattens of colour, different shapes contrasted with large areas of space.

Favorite Design Company

SUPERFRIED - London

 Another example of great use of pattern and colour, Superfried do everything that you can do as a graphic designer, but the above examples of prints that I like, but their branding, Illustration, web design and most of all their typefaces are very impressive. As you can see from above, some really interesting designs are formed from just colour and type.

Design Process - How to travel as a bussinesman- business card research

i firstly assumed that business cards around the world were just a standard size, but it seems this is not the case.

I found this article below

http://www.brochuremonster.com/brochure-articles/the-etiquette-of-business-cards.php

'Etiquette of Business Cards: How to Avoid Offending Your Hosts?

A business card is an inexpensive, internationally recognized means of representing yourself to business associates and of conveying contact information to them. The card serves as a method of introduction and often includes a simple statement or selling point about your business or service.'

'China

In China it is preferable to present your card before you ask for that of the other person. It is not impolite to present your card before you are asked to do so. Make sure that the translation of your card in simplified Chinese characters is in the appropriate dialect (Mandarin or Cantonese.)

If your business is distinguished by being the oldest or the largest (or some similar superlative) the card should convey that fact. As in Japan, the card should be presented with both hands, Chinese translation facing up, with the type toward the recipient so the card can be read. Bow and thank the person for the opportunity to meet with them. Examine the card and perhaps ask for a clarification of some point to convey interest. Never put a card away immediately and never write on a card you receive.' 

'Other Nations

Never make the mistake of believing that you understand the card etiquette in one country based on your experience in another. In Iran, for example, only senior-level individuals exchange business cards. In other Arabic nations, like Kuwait or Saudi Arabia, cards are given to everyone you meet. In Hungary, on the translated side, your surname should proceed your given name. In Spain and Turkey the business card should be presented to the receptionist upon arrival.' 

'General International Business Card Etiquette

Business cards are internationally recognized as a means of introduction and information exchange but in many cultures they are also seen as a representation of the individual. The basic etiquette rule is to present your card in the best manner in which you would present yourself.

Always have a good supply of cards. You will be expected to present them to business contacts -- sometimes more than once in the interest of good manners. Do not carry your cards loose in your pockets or allow them to become soiled. Never write on your card or on any card you receive unless directed to do so. Invest in a small, discreet card case.'

'Translating Business Cards for International Use

It is considered courteous to provide a translation of the card information on the reverse side. Hire a professional translator or agency. Do not allow any embellishment of the basic information. Card recipients need to know who you are, what your title is, for what company you work, and how to contact you. Make sure your title is accurately conveyed. Transliterating titles has become increasingly acceptable in recent years but it is more important that the rendering of the title indicate your position in the company hierarchy.

Do not translate the address and make sure that numbers are arranged in the order appropriate for the country in which you will be traveling. Also make sure the correct dialect is used and that any cultural nuances are observed. For instance, foreign translations of business cards for use in China are often printed with gold ink, which is considered auspicious.'

'Conclusion

One of the greatest mistakes you can make as an international business traveler is to assume that your culture's customs and manners will be regarded as good behavior in another country. Knowing how to behave and what to say (and not to say) are vital business skills. Something as simple as presenting your card incorrectly can set a poor tone for an entire meeting or trip.

Before traveling abroad, consult your company's cultural liaison officer or talk with an associate who has traveled widely in the country you will be visiting. If these resources are not available to you, consult sources online or in your local library, speak to someone in the business department at a nearby university, or contact the Department of State or the appropriate cultural attaché. The information is available but it's your responsibility to find it -- your business may depend on it.'
 

In doing this research I have found some contradicting information this website claims there is an international size of business card that is 85.60 x 53.98 mm (3.370 x 2.125 inches)

Where as on Wiki it states 

United Kingdom - 85mm x 55mm 

China                  - 90mm x 54mm

United States     - 88.9mm x 50.8mm 

I drew up a quick sketch on illustrator to show the size differences.

 I could not find much about how to give/ receive a business card in American culture, which made me think that it would be in a very similar way to how business cards are given out and received here in Britain. I did find this VIDEO that may be a slightly obsessive "How to Handle Your Business" video, but it is quite useful in the sense that it gives me an insight into how a typical American businessman would give and receive a companies business card .

This is quoted from the above website/ video
  
'What is the appropriate way to handle a business card?

The appropriate way to handle a business card is, let's say you're at a table with people, and someone around the table wants your card, you should not pass it between hands. You get up and you walk around the table, and give someone your business card. Gentlemen, if someone gives you their business card, don't take your wallet out of your back pocket, put it in your wallet, and then put it back in your pocket. In some cultures that's considered an obscene gesture, so avoid doing that. You should treat the business card like a thin piece of glass. For example, if you're handing someone your business card, hand it to them by the edge, with the print facing them, so when they get it they can read it. Don't hand the business card sideways and with two fingers as there's certain things you don't do and this is not appropriate. Hand it with one hand facing the person, and when you receive a business card you can receive it with one hand. Then if you'll point to that business card, look at the person and ask them one question about the business card, just one, as it will make them think you looked at it, and that you care. For example, you could say "Oh, I see you're on the 12th floor of that bank building, what direction do you face?" Or even, "Great logo, tell me what that means". You can also use "Oh, you're Vice President of that company." Any trigger is appropriate when dealing with business cards, and they'll talk and have a good time with you. But, if you just take the business card, which most people do, and put it away, what does that tell them? It tells them that you really don't care, that it's just a cursory waste of your time. It's always appropriate to comment on a business card, in fact, as long as you've got that finger on their card, they'll talk to you.'

 

Design Process - How to travel as a bussinesman- research

After we initially decided to focus the travel guide on the business countries around Europe, after a group discussion after the crit, we then decided it would be a good idea to limit the amount of countries we involved in the book, due to the amount of information that we would needed to gather and incorporate into each section of the book would be far to great for the limited time scale of the brief, so therefore decided that America and China would be the best countries to focus on, as they have the highest amount of business travel from Britain.

Fact's an figures from an American website of the typical business traveler.

Typical Business Traveler:

• 16% are between 18-29 years old, while 10% are 60+ years old
• 53% have professional, managerial, or technical roles compared to 28% being sales or service workers
• 40% are women
• $76,100: average annual salary
• 5.4 trips per year
• 3.3 nights: typical length of a business trip
• 74% are less than 250 miles from point of departure
• 81% of trips are by personal vehicle compared to 16% by plane
• 102 miles, 816 miles: the median distance travel by car and plane
• 47%: business trips were to attend a meeting, trade show or convention
• 23%: fell asleep during a meeting

 click HERE to visit website

The above info graphic visually shows all the facts and figures from the above bullet points. They do this in a more comical cartoon illustrated way, which is not what we want to do, but the way they use graphs and charts, and the simplicity of the images will be something to take influence from.

Notes from Context of Practice lecture 4 Film theory 1.

What is an Auteur?

• A filmmaker whos films are molded by a filmmaker's (Directors) creative influence.
• Auteurs work is original
• They have creative control
• They use personal film language
• They often create conventions of a genre but often do not follow them.
• Auteur's are like artists, they are the creators of their own work, they are in control of whether they stick to the set rules they have individually created OR whether they break the rules they have set for themselves.
• Andre Bazin, Jacques Doniol-Valcroze and Joseph-Marie Lo Duca, founded 'Cahiers du Cinema' (Notebook of cinema) in 1951, This film critics publication was heavily influenced by Hollywood at the time.

Hitchcock and why he was important 

• In 1920 Hitchcok started his career in the film industry, he was drawing film sets as he was a skilled artist.
• He continued his apprenticeship with Graham Cutts at Gainsborough
• In 1925, Michael Balcon sent Hitchcok to Germany to work with F.W. Murnau's
• Hitchocock was a pioneer, he used suspense using his revolutionary technical abilities, such as, Expressionist lighting, the Dolly zoom and his use of montage and cutting to create tension, he was revolutionary in the film industry.

The Lodger 1927

• in 1927 Hitchcok created the Lodger, a silent film aimed to provoke as much fear and suspense to the audience as possible.
• He did this by using lighting to convey emotions, as well as his use of different and fast moving shots, cuts and montage.
• The visually dialogued film, so instead of using the characters vocal dialogue to create tension, he instead uses his pioneered techniques to convey the emotion of specific scenes, quick moving edited shots provoke this tension.
• His signature was to include cameo appearances in his film, this was like his trademark, again similar to an artist. 
• He often used blond haired actresses in him films ' Blondeds make the best victims. They're like virgin snow that shows up the bloody footprints.'
• 'There's no terror in the bang of the gun, only the anticipation of it'

• Hitchcock films are not concerned with realism or naturalism, he is only interested in evoking emotional responses from his audience. 

 Vertigo

•  Expressionism through his use of colour and dolly zoom
• Hitchcock was obsessed over the physiological thoughts of his audience
• He uses techniques such as voyeurism and trauma.
• "Always make the audience suffer as much as possible"

• 1938 Hitchcock leaves Gainsborough studios to work in America where David O Selznick introduces his to pyschoanalyis.
• Together they made 'Rebecca' (1940), 'Spellbound' (1945) and 'Notorious' (1946)

• The Bird's-Eye view was also pioneered.
• and the birds were the most prominent motif in sabotage and they appear in 'Young and Innocent' (1938), 'The Lady Vanishes' (1938), 'Jamaica Inn' (1939), 'Saboteur' (1942) and 'Psycho'

Design Process - How to travel as a businessman Research

I have decided to take a look at different info-graphics that have a relation to travel, to see what is possible and what has already been done.
I came across this blog called Coolinforgraphics.com, in this instance they are focusing on travel infographics, click HERE to visit website.

Inforgraphic from hotel.com showing the change in hotel prices around the world from 2010-2011.
This chart is still quite complex and is not immediately obvious of how it is conveying the information, but once you read and analyse the infographic it proves a pretty accurate way of providing the correct information and scales.

Infographic by Simpliflying showing the increase and prediction that the future of loyalty programs will be powered by social media.
I like this infographic, using commonly known symbols and logos that will either be seen either online or on airport signage, they clearly communicate in simple graphics the increase in frequent fliers using social networking sites to prove their loyalty to individual airlines.
You are able to easily take in the information given to you as you work down the ladder.

Above you will see another infographic from hotels.com explaining changes in US hotel usage by international and domestic customers, as well as different graphics explaining popular destinations in the US.
Simple infographics using chart like imagery to convey information, basic shapes have been used to portrait areas of importance which then can be worked out by the key provided, similar to the task we did with our previous how to.

This is an infographics by 5W infographics, this quite an impressive company, who bases their entire practice around infographics and aims to help businesses make their visual displays of information more simple, clear, engaging and legible.
The abe example is a infographic comparison of flight classes.

This is an infographic video showing the worlds air traffic over a 24 hour period, click HERE to watch movie

Infographic of How to survive e airport security, simple shapes, colours and instructions make the design easy to follow and understand, they us colours to highlight important areas and use generic shades of grey and white to provide crucial yet less important factors of the design.

This is actually quite an interesting little infographic video about a day of travelling in an airport, by Ian Anderson
Click HERE to view video 

Language of Europe infographics map, just using maps and colours and a key to simply convey the information they want to present.

Design Process - How to travel as a businessman Research

I have been given the task of finding what businessmen need or use while they are traveling, obviously our design can only be limited to what a passport shaped book can hold, there would be no chance of incorporating technology as that would be unrealistic due to cost.

I came across this article which suggests the top 5 gadgets a businessman would need on the go, these will all be technology based but i still thought it may be useful to understand what a general business man might need. 

Click HERE is the website to see the article.

Such gadgets as projectors we can't take influence from but if you consider the receipt scanner then it is obvious a business man would need some way to keep track of his spending and keep receipts, so we could maybe incorporate some form of travel spending log and maybe a compartment to hold the receipts so they could store them all in a safe place and then could be handed back to the business on their return.

This could evolve into a book that would be sent to businesses who regularly have employees travel abroad, and could hold all different  countries information, useful phrases, currency etc. 

The lists of countries and their useful information could also include telephone numbers of business partners or emergency contacts so they could always keep it on them,

Below I have placed a link to an article on the ehow website about the 10 business man must haves.

http://www.ehow.com/info_12102883_10-things-businessman-needs.html

The points i picked out from the 10 in the above link, that maybe we could try and incorporate into the design;

• Organiser- to keep track of schedule often useful to have a calender.

The design could have a diary aspect to it which could include a calender or some sort of yearly planner, obviously it couldnt be a diary as then it would loose every aspect of the how to all together.

• Business cards, handy to travel with business cards to hand them out at an available opportunity

We could incorporate a pocket for business cards so if he travels with the help guide he will always have them handy.

Quantitive, Qualitive, Primary and Secondary research on - How do you paddle a canoe?

There is often confusion about what ta canoe is and how it differs to a Kayak and when learning how to paddle a canoe i think it is quite important to understand these differences.

http://en.wikipedia.org/wiki/Canoe

Above you will find the link to the Wiki page explaining what a canoe is, but as this task is to research how to paddle a canoe i shall quickly show the information that is relevant for this task.

Main facts about canoes

• A narrow boat, typically with an open top.
• Usually human powered by either single or double bladed paddles
• Usually pointed at both the Bow and Stern 
• More commonly propelled by 2 people but it can vary

I also found some useful websites if you want to learn to paddle a Canoe

In still water the J-stroke is considered the most efficient technique: 

• http://www.redrockstore.com/Jstroke/index.html

The Draw stroke is a dfferent stroke that can be learned but allows you to steer the boat without switching sides:

• http://www.redrockstore.com/Jstroke/drawstroke.htm

A useful stoke for the driver at the stern of the boat: is  Sweep stroke

• http://www.redrockstore.com/Jstroke/sweepstroke.htm

 I stumbled upon this website that doesn't have any information about paddling canoes, but it has a lot about kayaks and is actually quite and interesting insight into the sports of kayaking and canoeing. 

• http://www.canoekayak.com/

 and if you want to specifically learn about how to paddle a kayak then this page and instructional video gives many pointers. 

• Virtual Coach: Power Paddling - Sean Morley | Canoe & Kayak Magazine

There are a few techniques that are majorly important when paddling a canoe or kayak;

 quoted from an article by Sean Morley on the Canoe & Kayak website

'ROTATION, ROTATION, ROTATION: The key to efficient paddling is torso rotation, which allows you to use the powerful muscles of your torso and lower body to move the boat. Proper rotation requires good posture, so the first thing to do is sit up straight with your spine pressed against the back of the seat. This allows you to rotate your whole torso, from the shoulders right through to the buttocks. Try this drill: Rotate forward and touch the power face of the blade to the opposite side of the boat.

GRIP THE WATER: Think of the paddle blade as an extension of your palm, and use it to grip the water. The point is not to pull the paddle through the water; it’s to push the boat past the blade. Place the blade as close to the hull as possible, and make sure it is securely planted before you apply power. A good catch is almost silent. Spear the water. You want to avoid the plop and minimize the splash.

A WHOLE-BODY EXERCISE: Apply power to the paddle by unwinding your torso. You should feel the connection from the face of the blade all the way to your feet. Your arms remain straight but not locked—their primary role is not to generate power, but to transfer force generated by the much larger muscle groups of the torso, hips and legs. Try this drill on land: Sitting in the catch position with a partner standing to one side, brace your foot against your partner’s and hook the power face of your paddle blade behind his calf. When you apply pressure you’ll feel the full-body connection. Then try it without bracing your foot.

RELEASE AT THE HIPS: To maintain the best grip on the water, the blade should arc from a spot just outside your toes at the catch, to a place about 18 inches outside your hips at the release. It’s not a straight line. It’s more like a J. The stroke becomes much less efficient when the hips pass in front of the blade, so resist the temptation to lengthen the last part of the stroke.

RIDE THE GLIDE: Let the kayak run as you rotate forward toward the next catch. This “air time” gets the most out of efficient power application. It gives you a moment to relax, and also to think about fundamentals: a relaxed grip, loose hips, and rotation, rotation, rotation.'

For some primary research I have designed a quick Questionnaire for avid canoeists to  fill out, I think the questions asked should give me a a decent idea of how to paddle a canoe.

Context of practice essay question and 5 book bibleography.

The essay question I have chosen is;

'Advertising doesn't sell things; all advertising does is change the way people think or feel' (Jeremy Bullmore). Evaluate this statement with reference to selected critical theories (past and present).

Bibliography

1. Zyman.S, (2000), 'The End of Advertising as we Know it.', New Jersey, US, John Wiley & Sons Inc.

An insight into the changes of advertising, may be useful to research modern day advertising techniques.

2. Jewler.A.J & Drewniany.B.L, (2005) 'Creative Strategy in Advertising, eighth edition', California, US, Thomas Wadsworth

Understanding your target audience is an important element of advertising and this book is all about advertising techniques to attract audience.

3. Caples.J, Revised by Hahn.E, (1997) 'Tested Advertising Methods, fifth edition', US, Prentice Hall

It claims it is the "Bible" of advertising techniques.

4. Goddard.A (1998) 'The Language of Advertising', London, Routledge

How people use Advertising to manipulate an audience.

5. Phillips.J.M (1997) 'Ethics & Manipulation in Advertising', Westport, CT, US, Greenwood Publishing Group Inc.

Based on manipulative advertising and consumer choice.

Design Skills Module OUGD403 self evaluation.

1. What skills have you developed through this module and how effectively do you think you have applied them?

Since the start of the course I feel I have improved in idea development, I now have more confidence when starting a brief and creating initial ideas as well as improving the presentation and quality of a finished design.

I also have found I have developed skills in critiques both inside and outside the crit process, I have found that I am taking constructive feedback from peers and tutors on working briefs and using it to improve design ideas. 

I have formed new knowledge on illustrator which I didn't use much at all prior to this course.

While sketing design ideas or neatly hand drawing briefs I have found my illustration, sketch / drawing technique is slowly improving which allows me more opportunity to develop ideas on paper before I take them onto the computers, this still needs much more improvement but I feel I am heading in the right direction.

2. What approaches to/ methods of idea generation have you developed and how have they informed your design development process?

I found doing more research can influence my idea my idea generation, I still feel I need to document more research than I do, but I am pleased with my ongoing progress as I do much more now than I ever have done before.

I still want to develop my usage of design sheets to encourage more initial sketches and ideas as well as development of existing ideas to a level where I can take them straight onto the computer, already with a confident design idea.

3. What strengths can you identify in your work and how have/ will you capitalise on these?

I think my design ideas are improving, I am happy with the finished pieces I have produced for most of the briefs, and as my knowledge of design improves in general I am creating more of a confident opinion on design that I do and don't ;like as well as trying to use more designers I like as influence.
I am not sure if this counts as strengths in my work but I believe i have strengths when it comes to crit processes, i am a little more confident than some other people so therefore I feel more confident talking to peers about mine and their work, and over the past few weeks I have found that many people have used ideas I have suggested in crits.

4. What weaknesses can you identify in your work and how will you address these in the future?

A lack of initial ideas i think is a weakness that i need to address, I find having such short brief timescales means it is difficult for me to get a lot of design sheets of initial ideas before i decide on a final design concept, so in general I think i need to improve my time management as well as organisation skills would help, even though i feel i have improved on time management and organisation it still has much more room for improvement. I should probably do more research before starting idea generation. However as the briefs go on I have improved the quantity of research i blog, I hope to carry on progressing further in this area.

5. Identify 5 things that you will do differently next time and what you expect to gain from doing these.

• More initial ideas - To give me a wider range of ideas to choose from and develop.
• More initial research- To improve my knowledge on the subject of the brief as well as knowledge in existing graphics design.
• Use crit feedback to develop FINISHED designs even further
• Take techniques I have learned and do self progression and research on these techniques to continue development.
• Work harder to aim towards perfection before printing final finished designs as I tend to not check over my computer work as closely as i should, resulting in some avoidable mistakes on final prints.

6. How would you grade yourself in the following areas? 

5 = excellent  4= very good  3= good   2= average 1= poor

• Attendance - 5
• Puntuality - 5
• Motivation - 4
• Commitment - 4
• Quantity of work - 3
• Quality of worked produced- 4
• Contribution to the group - 4