Reading 3....Response

The Modern Movement in America

For starters this reading get extremely hard and complicated to read because 4 pages were missing but from what I did understand was that it spoke about the history of art and design around the war period in America leading up to the Bauhaus period. It spoke about different arts and art movements as well as design projects for example the Federal Art Project and the National Recovery Act.

- Modernist European design was not a major influence in America but around the 1930s this started to become the case.
- Lester Beall (1903-1969) was a self-taught artist and graphic designer who was a native of Kansas City but then originated to Chicago.
- After gaining much experience in the 1920's he broke the traditional American advertising layout.
- He worked on designs and masterpieces during the Depression era.
- Designs made it into an art museum

Migrants to America
- Cultural leaders from Europe who were mainly graphic designers migrated to the country of America
- Georg Salter (1897-1967) - was one of the more prominent book designers of the day.
- Two thirds of his commissions were actually book jackets and this ended up becoming his trademark.
- He was a modernist and focused mainly on calligraphy, photo montage, airbrush scenes, panoramic watercolours and pen/ink drawings.
- He died in 1967
- Erte was another illustrator and designer but from Paris. He worked during the art deco era and designers covers and fashion illustrations for Harper's Bazaar magazine.
- His work consisted of styled drawing such as a cubism approach, an exotic decorative-ness and a sophisticated fashion look.

The Works Progress Administration Poster Project
- The Federal Art Project - massive 'hit' and worked really well
- Many poster designs were created and over 2 million copies were printed of about 35 different designs.
- Influences included the Bauhaus, pictorial modernism and constructivism...this is how the modernist approach was created.

Fascism
 - Art movement
- Due to the rise of this movement in Europe it created one of the biggest transnational migrations of intellectual and creative talent.
- Will Burton - significant designer
- Was recognised as one of Germany's designers after he refused to work for the Nazi regime
- Skill included bringing together structural and symbolic formations
- Was extremely influential as he made a major contribute to the visual interpretation of graphic information.

Patron on Design 
- Major figure in the developmet of American modern design
- National Recovery Act - Federally funded organisations 
- During the war period - helped with the Depression period
- Trauma of the war disrupted many governments and this then moved onto the producing of propaganda.
- Painters, illustrators and designers were then hired by the government to produce graphics of war information.

After the war 
- George Giusti (Italian and Swiss decent) moved to New York City in 1938 to produce simplified and minimal essence designs.

Information and scientific graphics 
- Ladislav Sutnar - design director
- Information design - defined as a synthesis of function, flow and form
- Format included: signs, numbers and words.
- Underlining size and weights contrasts spacing and reversing
- The designer Herbert Bayer created an atlas called "World Geo-Graphic Atlas"
- America benefited greatly from the European migrants thoughts and ideas. 

Lecture 3...Notes

Subconscious and conscience
- More than just 5 senses
- Just because a car can be driven - there are other feelings towards the car that draws us into the vehicle
- This is similar to marketing - this is where a metaphor comes into play
- You can use a metaphor to give the advertisement more meaning
- If you compare different states you're not making metaphors but comparisons…

Pure metaphor - something that stands for a product or the feeling we get from it, complicated or obscure.
Dictionary meaning:
"Sometimes you can just show us something that isn’t your product at all and tell us it is. You’re using a pure metaphor: something that stands in for your product (or its benefit or the feeling we get from it) that helps clarify and convince. This is a good idea when your product is intangible, but also when it’s boring to look at or complicated or obscure or unknown. Or when everybody else in your category does one thing (show the car, for example), and you want to do something different."  http://www.howdesign.com/design-creativity/metaphor/

A lot of advertisements use surrealism these days
The link to dreams and alcohol change your brain, this could be good or bad

Fused metaphor:
Dictionary meaning:
"Pure metaphors, though, are rare. Why? Because it’s easier to create a fused metaphor. With a fused metaphor, you take the product (or something associated with it, the way a toothbrush is associated with toothpaste or the highway with cars) and fuse it with something else."
 http://www.howdesign.com/design-creativity/metaphor/

- Easier to create
- Take product or something associated with it
- Some one with an eyepatch may have a 'different life'
- Mick Jagger - goes again the norm and against the 'stone'
- Absolut Vodka - campaign research
- Help contextualise the selling argument; we don't have to live quite so far but when what what we're looking for is for sale.
- You catch our attention and argument but morph something into a selling point.

Addition
- Tomato that's been sewn up after it's been sliced
- The Lincon's stove pipe hat with sweaty grime on the brim

Substitution
- Bob Dylan - example of substitution, hair taken away and replaced with colours and lines
- The keys city shape teeth

 - "A smile in the minds"

- It's like a (something) for your (something)
- Eg. the internet is an example of a 'pipe'
- Broadband and large pipes - metaphor

- You look at one problem - see through it and find the answer to another question
(the serendipity of innovation)

- The serendipity - stumble across a whole new world….eg. musicians stumble upon a new song….working on one problem and find the solution to another problem
eg. eyelash growers
- A simple solution to a complex story
- "Don't be too literally, try to find metaphors that capture psychological essence than simple external reality."

Romanticism & Classicism

- Classic style - vision of logical ordered systems of stability and beauty
- Values represented by romanticism and classicism and social conditions reflected. 

Romanticism (emotion)

• Frank Ghery - Contemporary artist influenced by the Romanticism period.
• 17th and 18th century Baroque and Racoco period 
• Rising height on the central axis - represent emotional heights.
• Embellishments and very decorative 
• The ecstasy of St. Theresa - significant sculpture depicting a moment of spiritual ecstasy - MOVEMENT.
• Romanticism - emotional release expressive - quite often regarded as feminine.
• Goya - Spanish artist
             - painted depictions of human ugliness, greed, violence, power, mongering and oppression by war
• Exotic subjects were on the increase with greater world travel (not on 'classicism' because it's going against the status quo but on romanticism because it talks about people, emotion and feeling.
• German expressionism (Gaudi)
             - used colour and form in a way that facilitated expression of strong emotions including despair.

       

Antoni Gaudi

      - Spanish architect of Modernism

       - Born in Reus in 1852

       - Received architectural degree in 1878

       - Most unique and distinctive architectural styles

       - His work was greatly influenced by forms of nature, this explains the curved construction stones, twisted iron sculptures and organic forms.

       - Many buildings contain coloured mosaic looking patterns on the walls and windows - the use of colour was a main form which Gaudi looked closely into. 

       - 4 passions - architecture, nature, religion and love  for Catalonia.

       -  Influences - Neo-Gothic art, Oriental techniques.

       - Was part of the Catalan Modernista which came about around the 19th-20th century. 

       - Work - mainstream with the tweak of an organic look due to his love of nature. 

       - 1984 - 2005 - 7 works were declared as World Heritage Sites. 

       - Catholic and was nicknamed "God's Architect"

 http://en.wikipedia.org/wiki/Antoni_Gaud%C3%AD

http://www.barcelona-tourist-guide.com/en/gaudi/barcelona-gaudi.html

http://assets.artandculture.com/media-prod/public/uploads/images/62012/antoni-gaudi-architecture-building_thumb_large_horizontal.jpg

https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjQxA9PMIbu7pcA_LxhMNdb3YPpKrX_dEBLpqQtzeUJ3ZS_SIhl5MVQOf-y3iwW3oYBr-L9WVD62SezSejJv_lLgj2BdXsztvh4lbtqztXU3G3HC5XZpUKqE1lGQL47cmHz1oZxebamc20/s640/gaudi-casa-batllo-VisualBrainGravity_com_.jpg

http://images.fineartamerica.com/images-medium-large/sagrada-familia-church-in-barcelona-antoni-gaudi-matthias-hauser.jpg

Classicism (science)

• Order -  repetition of units that create two patterns (regular and mathematics).
• Maths - scientific approach
• Emotional values - beauty (in formula), symmetrical & systematic, requires balance and stability. 
• Ancient Greece - very coherent style 
• Represents the status quo
• 1775 - Neo (new) Classicism - revival of Classicism
           - allergory - ppassing on political issues - French revolution
           - represent power and stability
           - often government buildings are neo-classicism
• Bauhaus - makes beginning of early modern movement
                  - represents values
                  - logical rejects embellishments
                  - simple and affordable - reductionism - form
                  - colour - red, green, blue
                  - shape, geometry, math
                  - form follows function
                  - "Less is More"   
• Mies Van der Rohe contrasts with Gaudi
           - principles of geometry minimal and rationality
• Surrealism - psychology by Fraud.
                    - comes from science

Ludwig Mies van der Rohe

       - Born - March 27th, 1886 (Aachen)
       - Died - August 17th, 1969 (Chicago)
       - German-American arcitect
       - One of the pioneering masters of modern architecture
       - Created an influential 20th century architectural style that involved clarity & simplicity.
       - Buildings used modern materials such as steel and glass.
       - His goal was to create his artworks using minimal framework with a lot of open space for flowing freedom.
       - Called his buildings "skin and bones"

 http://en.wikipedia.org/wiki/Ludwig_Mies_van_der_Rohe
http://blog.ricecracker.net/wp-content/uploads/2009/04/03wa.jpg
http://www.pro.ba/utopia/wp-content/uploads/2010/08/19-Mies-van-der-Rohe-Maquette-Glazen-Wolkenkrabber-1922.jpg
http://figure-ground.com/data/neue_nationalgalerie/0006.jpg