Saturday, 16 November 2013

STUDY TASK 5 - DESIGN ETHICS (TRIANGULATION)

Chosen Images:

1960s


2000s

Response:

A number of authors have considered how graphic designers have been used within the advertising industry, employing desires for everyday consumer needs over a period of time. Garland, K (1964), Poyner, R and Beirut, M (2007) have all commented upon the fact that "the apparatus of advertising [has] persistently been presented to us as the most lucrative, effective and desirable means of using our talents" (Garland, K. 1964). 

For instance, Garland, K (1964) states that "the general effort of those working in the advertising industry are wasted on trivial purposes, which contribute little or nothing to our national prosperity" supporting the L&M advert shown from the 60s, advertising and promoting something for 'medical' purposes. 

This supported the booming economy of the time, but as shown in the NHS advertisement below, over time the purpose of advertising changed. A product such as a cigarette, which was once seen as a luxury and and advertised to improve health benefits, is now being promoted as a very bad, healthy habit, as well as having many negative connotations. 

This is all relative to how it has been advertised in the past, Poyner, R suggested that "what seduces us is the image", which has been replaced by a more hard-hitting, gripping image of a visual representation of 'being hooked', in order to manipulate thoughts and feelings through the power of design.

 This is supported by the fact that Beirut, M (2007) argues that design and advertising are "saturated with commercial messages that [are] changing the very way citizen-consumers speak, think, feel, respond and interact". Both authors suggest that designers are being sold-out overtime to tell people how to act and therefore what to buy, and do through the medium of advertising. It is visible with the two adverts shown above, that this has been the instance here. The L&M advert shows a female seductively taking a cigarette out of a packet, with the quote "what the doctor ordered" implying health benefits, such as weight loss at the time, whist the image below, promotes the opposite effect of smoking, ironically by the NHS. 

Designers are paid now to shock the viewer or consumer, and by doing so Beirut M (2007) claims that "many of us have become uncomfortable with this view of design" hinting at the fact that their is no clear cause for design anymore, whilst showing how consumer rights and ethics have changed over time. 

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