Lecture 5 - The Gaze and the media

' according to usage and conventions which are at last being questioned but have by no means been overcome - men act and women appear. Men look at women. Women watch themselves being looked at' 

[insert image]
Hans Memling
'vanity'
1485


The artist paints the womens body because the likes looking at it. However by placing a mirror in the womens hand it looks like its the women who is enjoying looking at herself. The title plays on this by the use of vanity. 


Alexandre Cabanel 
'birth of venus' 
1863


The woman is laying on the waves and by having her arms over her face and shows how she's just waking or going to sleep, by having her eyes covered by her arms it lets us view her body without feeling although we are being looked at. 


Sophie Dahl for Opium


the advert was withdrawn due to not passing censorship. Its sexual nature of the advert was too much for them to allow it to run. However it was brought back as another advert whereas the model has been changed from horizontal to vertical and thus changing the main view point.


Titian's Venus of Urbino, 
1538


This image shows the women looking at us but smiling slightly and relaxed asif it is ok for us to be looking. The wealthy women in the picture has slaves in the background showing she isn't bothered about being naked.


Manet
'Olympia
1863


The women in this picture is using her hand to hide her genitals however her positioning shows she is happy to be seen naked. She is an assertive female presence. There is a servant women offering a gift to olympia but is turning away from the offering asif she isn't interested.


Ingres,
'Le Grand Ordalisque',
1814


1985,
Gorilla Girls


This image was produced in response to the above image with a headline 'Do women have to be naked to get into the Met. Museum' 


Manet,
Bar at the Folies Bergeres, 
1882


This image is important as Manet is actually in the painting. The bar made is pictures in the direct centre however it allows us to see his perception and also see ourselves reflecting us back. The mirror however is distorted as there isn't anyway we could see these reflections from the angle we are looking on. 


Jeff Wall,
Picture For Women
1979


This was made in response to the above. It borrows parts from the image such as the gaze the women uses in the image and the positioning on the male. Smaller detail such as lighting are present.  The camera is placed in the centre of the image and catches a picture during the making of it. The metal poles used running through the image is also used to separate the image, splits it into thirds. 


Coward, R
1984


The camera in the contemporary media has been put to use as an extension of the male gaze at women on the streets. The model is almost naked and yet people in the picture are just walking by asif nothing is wrong or different. The smaller detail such as the sunglasses are referring back to covering the eyes which stops the model having a 'look' which again makes us feel like its ok to look at her.


Eva Herzigova
1994
Wonder Bra
"Hello Boys."


The model is in her underwear and she is looking down again reverting the gaze from the camera so that we feel like it is ok to look.


Male Underwear Model.


It is shown hat isn't not just the women who are used in the photographic way but also men. He isn't looking at the camera so again ok to look and not feel like your seeing the gaze from the model. 


D&G advert
2007


this advert has the gaze looking at the camera asif they want to look at you looking.

Lecture Notes

Modernity

Graphic Design

Photography & Advertising.

Final essay

I have chosen to discuss the above question as I believe that I have a well established knowledge and can now justify the difference between both fine art and graphic design as well as its value to society. Simplifying the question, I will initially look at the differentiation between the monetary and personal meaning of ‘value’ to an individual in the hope that this will establish whether fine art is seen as having higher value than that of graphic design and also, what is fine art and graphic design? This is a subject whom many people have debated about, and when left to the working professionals to decide, they would choose to defend their chosen form. Looking to the dictionary for a globally accepted definition of art and design we get;

“Design: To create, fashion, execute, or construct according to plan

Art: the conscious use of skill and creative imagination especially in the production of aesthetic objects”

I have decided to analyse both fine arts and graphics separately, ensuring that I have valid points for both sides of the argument, and from this I will be able to reach an educated and well informed conclusion.

The monetary meaning of ‘value’ would be obvious, is there a financial figure we can apply to it? Personal becomes a little more difficult to define. It could be what that particular form makes someone feel, whether it has a personal connection to them, whether it takes them back to a significant period in their lives or whether it has inspired someone to make a change in their lives.

Classically, fine art has always been a cornerstone of what we see as being ‘valuable’ with many works of art going for tens of millions at a time. Fine art and its components is something instilled in us from a young age, from Picasso to DaVinci, we are taught that this is ‘art’. This can be from drawing to sculpture etc. Fine art takes years of skill and time to create and may perhaps end up as something which wouldn’t have gained recognition. The value of the art work is questionable; expense is a big issue, displayed in a home it can convey a sense wealth, grandeur and educational background. On the other hand, perhaps the value could be seen as how it has helped a culture for example, as it forms the basis of many other forms such as architecture. Fine art not only shows beautiful images of scenes and people, but shapes the way which one would view as being beautiful, romantic or passionate. This insight into someone else’s thoughts, ideals and mind is maybe the real value which people seek to find.

Another value which could be placed upon fine art is the insight into history, and a unique insight at that. A piece of artwork can better illustrate and capture feelings of a particular event than any written form could. Fine art not only captures the feelings but shows us the culture of that particular era and lets us see the way things where.

This can be supported in an article found online by Thomas Chacko who states; "Art Collectors and investors are always on the look out for gaining exclusive collector’s items, which could increase their prestige and also serve as an excellent investment medium. In the art field that means, an artwork that has made a significant impact on the history of art or an artwork created by a very influential artist. It is even better if the artist brought about a paradigm shift that changed the conventions of the time. Eg: da Vinci with Mona Lisa, Picasso with Cubism, Lichtenstein with Pop-Art."

The above quote is a reference to the fine art piece entitled 'No.5', 1948 by Jackson Pollock which has recently been acquired for $140 million in 2006. 

No.5 by Jackson Pollock

Graphic design has many functions, even if most of these are disposable ones at that. Graphics has come from fine art origins and has excelled in what it has achieved. The way graphics makes people think and feel is ‘value’ at its best making something have a personal or emotional attachment to someone by the use of images and type. Graphic design has given us the road sign, maps and many other items which have advanced our lives and shown us a much easier to understand way of analysing data.

Graphic Design in terms of monetary value could be viewed in different ways; yes a piece of graphic design by the famous Neville Brody may be worth a large figure, but perhaps look at it in terms of what graphic design can make a business or a campaign. A rather recent and impacting example would be that of the Presidential campaign. 

Shepard Fairey - Hope

There is a strong belief that without graphic design, the campaign would not have reached as many people and the sheer range of people that it did. A good piece of graphic design therefore, can be the fine line between success and failure for a lot of businesses.

Susanne K. Langer wrote in her book The Cultural Importance of the Arts “Every culture develops some kind of art as surely as it develops language. Some primitive cultures have no real mythology or religion,but all have some art”

This shows that the statement made about fine art capturing and giving our culture a value is quite true when you think about places without art and how they perhaps dont have any physical way of seeing there past other than tales makes you see the importance of the artwork being hung.

Gerry McGovern also said“As a result, they underestimate the value of design. Think of the products you buy or the stores that you shop at. Have you ever hesitated on a purchase because of the way it looked?” This is a huge point trying to be made through this essay with the fact that we couldn’t use fine art to enrich the everyday lives of everyone. The value of graphic design being all around us shaping the forever changing ways of culture and style. It can be suggested that if graphic design wasnt around we wouldnt have any form of packaging devoted to certain people or aimed towards a certain market. Graphic design is subtle and changes enough to outlive that of fine art.

Further reading from the internet led me to an article about defining the cultural value of fine art it said;

“We could recreate Michelangelo’s ceiling, but that original hand at work is more valuable to preserve. Hence the importance attached to an original work compared to a carefully executed copy- we want those original emotional concerns, ecstasy, discovery, and problem solving the artist truly felt at the moment of production and not a faithful newer representation. It makes those ideas and emotions more real- we value reality.”

Although this makes you realise just how important the original is to keep in our lives and that the roof was created by the hands of a cultural hero. Are we not beginning to get picky at things? Do we need to let somethings go in room for the future for improvement. The quote says we value reality but how real is having to maintain and keep an old building every part the same it was made. Yes money is involved and so nothing will ever happen to a building worth so much, but imagine if there wasn't any monetary value attached, would it still be there. This brings me to the point of fine art not being for everyone it is a high end way of showing off.

In conclusion and weighing up the above arguments, It can be said that graphic design holds more value in today’s society than that of fine art. Fine art still seems to be something of an upper class pursuance, as it is in no way as accessible as that of graphic design. Fine art is now housed in museums and viewed only by those who seek it; this to me, does not hold any value in today’s society. Many people don’t have the time, patience or the means to get to a place to see it, as many of the world’s finest artworks are displayed in Paris and Italy, our society is all being about fast, instant and on demand and this just doesn’t cut it.Graphic design is the polar opposite.

It is seen all around us, flyers, advertisements and posters showing new techniques and inspiring people more than fine art ever can .In the means of money It is believed, graphic design in the long run, has the potential to overcome that of fine art. Fine art may be worth millions of pounds; however this is applicable to a single item. Graphic design doesn’t have a limited times of sale, graphic design is expandable, expendable and disposable all of which generates money for both sides. Graphic design in terms of value can meet what fine art can for example if you create a poster to solve a problem it is graphic design if you created the poster for the purpose of just making a poster it can be called art. Graphic design can create a globally recognisable image and in turn generate billions of pounds worth of profit, after all, where would Coca-Cola be without their iconic ‘dynamic ribbon’ logo?

Therefore I strongly believe that in our current society, graphic design holds more ‘value’ than fine art.

Bibliography:

The Cultural Importance of the Arts

Susanne K. Langer

Journal of Aesthetic Education, Vol. 1, No. 1. (Spring, 1966), pp. 5-12.

The Value of Graphic Design

Gerry McGovern

http://snook.ca/archives/design/the_value_of_gr

Defining Culture and to Use it to Value Art

Kieran Shep

http://www.articlesbase.com/art-articles/defining-cultural-value-and-how-to-use-it-to-value-art-1077097.html

Election Poster:

http://www.adpulp.com/obamarketing/

'No5.' Jackson Pollock Image:

http://understandingpaintings.wordpress.com/2010/07/19/no-5-1948-jackson-pollock-worlds-most-expensive-painting/

Thomas Chacko Quote:

http://understandingpaintings.wordpress.com/2010/07/19/no-5-1948-jackson-pollock-worlds-most-expensive-painting/

Avant Garde

Avant Garde is the term given to new innovations, techniques and processes which are at the forefront of many artist's workings. The term was first originated in France in the first half of the nineteenth century by Henri de Saint-Simon who believed artists where in the same league as scientists and industrialists. 
Avant Garde to myself is something i see almost everyday, being a keen graffiti artist i feel my art is still regarded as avant garde seen as though it is still illegal and many political debates and messages are shown though artists and friends paintings. I would consider graffiti as being on the front line of art, risking arrest or charges to put some colour or life into something which otherwise would be a boring dead wall. By using some of banksys methods of design, messages have been spread and taken more seriously through forms of graffiti.

Consumer Jesus
http://echostains.files.wordpress.com/2010/05/consumer_jesus_banksy1.jpg

Unknown
http://arton-canvas-prints.co.uk/banksy-prints/banksy-prints-simon-cowell.htm

The above shows some of Banksy's avant garde messages which use graffiti to put the point across showing a holy symbol holding shopping filled with consumer items it strikes questioning of what things are coming to along with the homeless man holding the board asking for change which represents change as a person as above it states "keep your coins".
Although many forms of graffiti isnt taken as seriously as that of Banksy i still believe that it is a cutting edge way of showing art.

Graphic Design & Deconstruction

Deconstruction is the view that not one opposite is more fundamental than the other, for example, speech and writing. Speech can be seen as a much more important form of communication whereas Deridda, who coined the term, believes both speech and writing are as important as each other.

Luptons document of text suggests that a body of text helps readers avoid reading as opposed to forcing the reader to follow a direct and linear structure. By giving the viewer the opportunity to choose their own navigation through the body of text it allows them to break it up and see the importance of what they want.

Text was originally hand rendered and therefore the documents where riddled with errors, marks and gaps passed throughout process of copying and distribution. This reduced the reliability and trustworthiness of the source. the introduction to the printing press allowed the original author to have his document proof read and printed without errors. A standardising of all items distributed meant readability and the overall trust of the sources where restored as people knew who the author was and who printed the item.

Roland Barthes believed that there was a birth of a user and a death of the author. This meant that the user was more important than the author as the author may have finished a book and its meaning but the user would be the one to expand any ideas or information given. Examples of this could be graphic design where designers have taken Barthes view and realised they can exploit this by creating new structures and grids to make text layouts.

Ed Fella
http://www.valpo.edu/artmuseum/news/edfelladonation.php

Ed fella was Graphic Designer who had a key importance on the development of typography and Deconstructionist design. 

In this piece we are very aware that the artist has used type to showcase the deconstructionist style. Rather than conforming to a usual structure or composition Fella has used a unusual way of laying out the type. Using a wide range of styles to create a sense of confusion and in turn helping readers avoided reading by giving them multiple starting points.

Although a simple colour scheme has been used here it doesn't quite simplify how it should be interpreted or give the viewer any help with navigation.

5 Post Modernist Designs.

Definition:
Post-modernism is a combination of both high cultrure and lower culture and combines a range of different styles and approaches to then create its own unique style. This unique style is ofton disregarded as most post moderist artists refuses to recognise any single style or definition of what art should be.

Reid, J (1977) Sex Pistols 'Never Mind The Bollocks', LP cover, http://www.virginmedia.com/images/sex_pistols-gal-covers.jpg

The above is a very good example of post-modernism as it clearly doesn't rely on colour theory and combines low and high culture within its design. This can be seen as the "Sex Pistols" title is written in what looks like newspaper print whereas the above text is written in a nice serif font.

Barbara Kruger - You are not yourself.
http://www.barbarakruger.com/art/not_yourself.gif

This is a image which combines pre existing materials such as newspaper cuttings and black and white photography. The image could show how someone of an upperclass living is looking into a mirror and isn't really seeing who she really is as she is ruled by the commodities of upper class items. 

http://journeythroughgraphicdesign.blogspot.com/2008/12/postmodernism-in-design.html

This image combines pre existing materials for example this is using the existing style of retro articles and the way they use type which is very against its usual stereotype. The image appears asif it will be praising a tea or telling of its upperclass taste and yet uses a lower-class tongue.

David Carson: Ray Gun Magazine

This is a image which shows a multiplicity of styles for example, photomontage and overlaying text. The style still feels new and adventurous as its hard to understand what is going on other than the parts which Carson wanted you to focus on, for example; ray gun title, image of himself and the information below.

Bansky 

I have decided to include this as a piece of post modernism design as it links to everything for example the collaboration of photography and spray paint along with the two styles of illegal graffiti or fine art. The piece takes both styles and creates a brand new one.

Avant Garde Task

"In approximately 300 words discuss the concept of the 'Avant Garde' in relation to two examples of Graphic Design. Include pictures and full references to the works you are discussing."