Summarising and Referencing - Study Task Three

Modernism & Postmodernism - Study Task 2

This is an example of a modernist piece of work. You can tell this through the clear use of form over functionality, as there is no imperfections in this piece of work (and some would argue no character either). The piece of work is very stripped back and only achieves what it needs to, nothing more. The work is produced using a grid system of which it remains strict to, and there can be no unnecessary detail in a modernist piece of work as it is all about trying to communicate a specific message.

I think this quote explains what a modernist piece of work is more than any other: 

“Perfection is achieved, not when there is nothing left to add, but when there is nothing left to remove.” - Antoine de Saint-Exupéry

This piece of work in particular is the first page of a series of books called "Neue Grafik" by Josef Müller-Brockmann, which has been reprinted by Lars Müller Publishers. 

Ray Gun Magazine was an alternative rock-n-roll magazine based on typographic design that embraced experimental design with open arms. This magazine cover was created by David Carson, a designer that broke many boundaries of design to get across a message, and he did this in the complete opposite way to a modernist, by adding small details that wouldn't always be picked up on specifically. Postmodern graphic design is about trying to convey a message through adding personality and character to your work.

Analysing Two Posters

In this essay I will be comparing and contrasting these two posters, made for completely different audiences and for different purposes. As you can see from 'The Uncle Sam Range', the poster is plastered with American paraphernalia, the carpet is made from a pattern of red white and blue stars, the national colours and every detail even to Uncle Sam himself presents the American colours and/or flag in a different way. I personally think this is very blatant advertisement and may create clues as to the type of individual this advert is being targeted at. In the second poster, the British paraphernalia is much more subtle compared. There is a Fleur-de-lis pattern all over the carpet and chair, a symbol of royalty and upper class and the toys that the young boy is playing with are the Queen's guard. I believe this sets these two different media texts apart as the British poster is more subtle and could suggest the British culture to be more complex in terms of advertisement than the blatant in your face method shown in the first poster.

The first poster is advertising a brand new cooker range called 'The Uncle Sam Range'. You wouldn't believe this at first sight as the cooker is not even in the forefront of the image, instead Uncle Sam takes its' place. This leads me to believe the advert is more about playing with the pride and ego of its' target audience rather than trying to convince their audience by demonstrating the qualities and uses of its' product. This leads me to believe the advertising methods used in this poster demonstrates a guilt trip of sorts, where if you do not buy the product, you do not support your country. In the year this poster was produced, it was the Centennial, the 100th year of independence for America. This would mean patriotism throughout America would be at an all time high, and would make this advertisement very appealing to the working class who would love to buy into the idea of the 'American Dream'. The advert isn't just selling a product, its' selling a lifestyle.

The second poster has some very subtle similarities. They both make the same use of guilt to target their audience and persuade them to do something. However, the second poster is trying to persuade working class people to join the war using their children as a catalyst for a life of guilt if they didn't join the war. The direct address from the adult male in the poster further reinforces this feeling of guilt, as you can see quite an ashamed expression on his face as his daughter asks "Daddy, what did YOU do in the great war?" The use of children in this poster is used as a reinforcement of guilt towards the audience as they automatically put themselves in the position of the father in the poster. I think this poster applies on a more personal level than the first poster.