In this introductory lecture to integrating theory and
practice part 2, various areas of Graphic communication were explored ranging
from Advertising, Information Design and Typography. It was very interesting to
know the wide range the Graphic Design encompasses such as different types of
Advertising like viral and integrated. Personally I am interested in the field
of advertising and Art direction. However, opportunities have been opened for
me to explore other areas, because in my opinion every area is connected
somehow in graphics.
Herbert Bayer was an Austrian American graphic designer,
painter, photographer, sculptor, art director, environmental and interior
designer, and architect and the last living member of the Bauhaus. I was
inspired by his quote that David showed in his lecture:
“The creative process is not performed by the skilled hand
alone, but must be a unified process in which the head, heart and hand play a
simultaneous role”.
With reference to this I would like to look at the area of
Advertising. An example that David gave us was the McCains adverts of its chips
campaign which was an example of a great ideas, appealing to the public. It
uses very simplistic visuals to create something unique, cleverly encoding
semiotics combined with texts to portray images such as eating healthy, one of
your five a day tagline “Eat your Greens” and the presentation of McCains chips
as “100% British”. It shows how to achieve such an engaging advertisement that
works both digitally as well as print form, great ideas combined with
innovative strategy has to be used.
Even as a television advert it has a good storyline that
captures the audience’s attention through its idea of bringing ordinary items
to life, giving them a character of their own making it more fantastical. It
appeals to all target audiences with its strong narrative, it brings home the
idea of the pure British feel.
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