Study Task 04 - Summarising and Paraphrasing

In Miles, S. (1998) Consumerism: As a way of life. New York: Sage, Miles discusses the effects of design on the industry and how it forms the bases of the consumer self.

The idea of planned obsolescence and a divisive social structure are formed by design. 
 Products are designed with limited life spans in order to ensure a constant stream of demand. As Miles describes 'Compulsory obsolescence is the foundation-stone of the modern design industry and involves the intentional design of products for short-term use.' In order to create this constant stream, products are designed superficially to attract buyers without there being any substantial increase in benefits. As Miles describes 'Consumers are encouraged to become members of a consumer society by purchasing goods primarily through the attraction of superficial differentiation's in design'. This can arguably be seen through Apple's annual release of the iPhone. There are constant debates pertaining to whether there is a substantial increase in technological advancement with each release and whether each release is worth the 'upgrade'. And with each release, the demand for the iPhone increases. This point relates to the effects of consumerism has on society as Miles discusses. He writes 'well-designed goods are actually socially divisive, and that design is actually symbolic of the socially divisive nature of consumption in general'. People buy higher quality goods such as the iPhone to elevate them in the social class. They want to be seen as someone who can afford such wealth and to reflect the image of the brand. However as Miles points of Fiske's point, 'The paradox is that the desire to be oneself encourages consumers to purchase and wear the same products as everybody else.' Thus what is important about consumer goods is not the design itself but the perception of that design. Hence one of the reasons behind the increasing sales of the iPhone is what is perceived through the design of the subsequent iPhone that consumers see as 'revolutionary'. 

The superficial differentiation in consumer based product design has lead to creating a a false identity and a culture within itself. Not only are consumers buying well designed products, but they are buying into their lifestyle. This can be seen in Paul du Gay et al's (1977:66)  point on the Sony Walkman, 'Sony began to customize the product, targeting different sorts of Walkman at different consumer markets or niches.' Thus by customizing the Walkman, Sony saw the benefit of aiming their product at peoples lifestyles. This practice can also be seen in advertisements. One product Fiske (1989) uses as an example are jeans, namely Levi's. He uses the imagery in an advertisement for Levi's where 'three young people in a run down city street who are sharing the hard-living lives they have been born into'. He uses this advert to comment on the '...idea that whatever your station in life, the opportunities provided by capitalism, ... , mean that anything is possible' (Fiske, 1989; 5-6). Therefore 'consumer capitalism' is a product of companies using their advertising and marketing to sell the product on the basis of superficial design differences. Thus there s an emerging culture where fashion and product designers can '...command a significant degree of cultural capital...' despite whether the people can afford it. This culture dictates how the consumer wants to see themselves as through the purchasing of specific goods aimed at their subscribed lifestyle. However this notion of having an identity through consumerism is a paradox as explained earlier. People create this false identity though purchasing the same goods as everyone else. 

Study Task 03 - Reading and Understanding a Text

On researching the question of “What is the relationship between branding and The Consumer Self?”, I read Miles, S. (1998) Consumerism: As a way of life. New York: Sage

Tone of Voice

• Critical analysis of writings on the issues of branding, Consumer Culture and the effects designers have on the consumer

5 Key Points that the text makes

• Compulsory obselence is the foundation-stone of the modern design industry and involves the intentional design of products for short-term use. In other words, designers ensure a constant demand for new products by intentionally designing products with limited life spans.
• Consumers are encouraged to become members of a consumer society by purchasing goods primarily through the attraction of superficial differentiation's in design.
• Well-designed goods are actually socially divisive, and that design is actually symbolic of the socially divisive nature of consumption in general.
• The paradox is that the desire to be oneself encourages consumers to purchase and wear the same products as everybody else. 
• There is nothing more to consumerism than the rapid consumption of surface imagery which is in fact perpetuated by symbolic differences in design. 

5 Key Quotes from the text

• design 'has come to imply spurious value, cynical manipulation, the justification of inflated price through a false impression of status and exclusivity' (Conran, 1996: 17)
•  'If we are to distance ourselves from our condition in order to understand society's values, we need critically to examine the relationship between design and society. We have to remind ourselves that a cultural condition is not natural, but socially, politically and economically constructed.' Whiteley (1993: 159)
• 'Every product, to be successful, must incorporate the idea that make it marketable, and the particular task of design is to bring about the conjunction between such ideas and available means of production' (Forty, 1986: 9)
• 'Instead of a single Walkman sold worldwide, Sony began to customize the product, targeting different sorts of Walkman at different consumer markets or niches. Or to put it another way, Sony began to lifestyle the Walkman' (Gay et al, 1997: 66)
• 'Design by its very nature, has much more enduring effects than the ephemeral products of the media because it can cast ideas about who we are and how we should behave into permanent and tangible forms' (Forty, 1986: 6)

Study Task 01 - Image Analysis

Image 1

Image 2a

Image 2b

Above are the adverts titled The Uncle Sam Range (1876) by Schumacher & Ettlinger, New York and ‘East African Transport Old Style’ and ‘East African Transport New Style’ by Adrian Allinson from top to bottom respectively. In this comparative summary I aim to compare and contrast the font and style of illustration of the images, purpose and meaning of the images, the target audience and their historical context in production of the image. 

In Image 1 the typeface used is reminiscent of the old west America. With the gold highlighting the California Gold Rush that spawned a great movement across America. By having “The Uncle Sam Range” in all upper case, it carries impact and sends the message across to the reader.  The typeface used in Image 2 is reflective of colonial styles, with it almost serif letter forms and its handwritten style. The highly visual and use of bright colours in both Image 1 and 2 reflect the opulence and success of each nation. However, in Image 1 the highly detailed illustrations are intended for a high classed audience and is aimed to represent America’s new found sophistication. This is meant to mock the illustration used for the “worlds” face, in its simpleton caricature.  Where as in Image 2 the simplistic style is meant to speak across nations, for both in Britain and Africa looking to invest and trust in the Empire. The use of typeface and styles of illustration in both Images are meant to effectively communicate to its intended reader.

The purpose of both Image 1 and 2 is to illustrate the power of the West and the benefits of technology. Power is represented in Image 1 through Uncle Sam, the excessive display of nationalistic imagery, the large cooker and its apparent ability to feed the world. Uncle Sam is central to the image and is seen in full view from head to toe, unlike the portrayal of the other members who are in partial view except for the “world”. By having Uncle Sam exposed it represents the height and stature of America, the West. This is further emphasised from the fact that the product the ad aims to sell is beside him. To demonstrate how powerful America has become, there are nationalistic imagery everywhere around the room. Most notably is the date shown on the clock and the stars and stripes decoration. On the clock it illustrates that it has been 100 years after the independence of America and in a 100 years it has become a global powerhouse. This point relates to the portrayal of England as a small women tucked away in the corner, away from the attention of the image. Therefore, the overall aim of the ad is not to sell the cooker, but to show the power and might of America and hopefully to get the audience to buy into America.

Uncle Sam is showing what America can offer the world and demonstrating that with a powerful cooker. This power of technology can be seen through the cookers ability to cook multiple foods at once with pots spouting steam. Another depiction of the West’s power is its rather racist depiction of what other cultures eat. It mocks the other countries diet and relates to how primitive they are showing that they have other people serving and cooking their food. This portrayal of western power can also be seen in Image 2b. The white man’s stance, much like Uncle Sam, is in power, and takes control of both the people that surround him and the image itself. He is also centered within the picture. But unlike the Image 1, Image 2b is demonstrating the power of not a country, but the positive effects of the British Empire. This can be seen through the new technology, new infrastructure and new trade routes that do away from the ‘old style’s way of transporting goods through wild untamed lands. Image 2 is implying that that by buying into the British Empire, your country will develop. And along like Image 1, Image 2 does portray the West’s power through the racist depictions of other cultures. In Image 2a, the African women are seen to be wearing tribal outfits and be doing all the work. This advert makes out that all of Africa is primitive and backward societal values. This is evident in the context of which the Empire Marketing Board have created this advert, where gender roles in British society dictate that men do all the work while the women stay at home. This is not depicted in Image 2a but is in 2b where the all the work is being done by the men. By doing so, the advert could be implying that the new style is a predominantly men’s world, and the effects of colonization has implemented British values onto their society. Therefore, the power of the West is seen through the central placement of the white man, the power of technology the West can provide to the world and its mocking of other cultures in superiority.

In conclusion, both Images illustrate the benefits of new technology and aim to show their influence of power. However, through doing so they mock other nations, question gender roles and manipulate nationalistic imagery to glorify their actions.