Study Task 07 - Triangulation

1. Throughout the 4 manifestos, there is an overriding message to bring the purpose of Graphic Design to a higher level. In this corporate world, graphic design has succumb to creating pointless adverts for consumerist products. Tibor Kalman explains that graphic design has been "relegated to a role of corporate servitude, carrying out corporate strategies and increasing stock prices. Creative people are now working for the bottom line". These include products that Ken Garland lists as cat food, stomach powders, detergent, hair restorer, etc. The mundane and trivial aspect of these products has lowered the purpose of graphic design to a tool for the corporate agencies. This point is supported by Adbusters who also comment on the tarnished image of graphic design. But due to the time at which their manifesto was written, the products they list are reflective of the society they live in. For example, cigarettes, credit cards, sneakers and butt toners. Its a list of superficial goods that inessential at best. In Experimental Jetset's manifesto, this point is made clearly by their statement of how graphic design is shifting towards a immaterial terms such as ‘visual communication’, ‘information architecture', etc. It is moving away from its physical dimensions

2. In the painting of Napolean Crossing the Alps, Napolean is depicted as a glorious leader for the imperial army. This is shown through a range of aspects that include his facial expressions to the background of the painting. While riding his mighty steed, Bonaparte is seen to have a calm facial expression. It shows that the French public should have faith in Bonaparte in leading to victory, he is calm in the face of adversary. The beam of light shone down, illuminate and brings the paintings focus to his grand outfit and majestic steed. His outfit flows and exudes a certain level of wealth that is reminiscent of monarchs and aristocrats. It consists of deep blues, bright shiny golds and a shade of orange that almost looks soft to the touch. This establishes him as a leader because of this material difference as compared to his fellow countrymen in the background. The background within the painting also add to the grandness of Bonaparte. The empty but stunning view of the Alps help focus the attention onto Bonaparte. It makes him look  as a courageous and bold leader.

3. In Adbusters First Things First manifesto, Adbusters are making a plea for creatives to revive the original purpose of graphic design, to challenge the consumerist society they live in to create a better designed world free of monetary intentions. This manifesto update that carries a more urgent tone to that of Ken Garlands First Things First. Rather than suggesting that creatives change their ways, Adbusters are demanding that they do. This is seen through the language used within the manifesto and their more assertive tone of voice. Further more the list of products described within each manifesto is reflective of the society they live in and shows how it progressed. From the mundane household items in Ken Garlands examples, to the more superficial, self image based products in Adbusters.

4. Tibor Kalman's Fuck Committees is a manifesto that comments on the society we live in today and highlights the loss of graphic designs artistic merit. Due to the emergence of capitalism, our society has become one of consumerism. Corporations that lead this consumerist rise has taken over the culture of America. No longer are Magazines, Tv shows or architecture made by the creatives but are vetted and built by the corporations that seek to increase stock prices and carry out corporate strategies. Graphic design and creative as a whole has been shifted to work for the bottom line. Kalman highlights how creative people produce work that is more so of intellectual property and content rather than tangible forms. It highlights how in todays society everyone is trying to "sell" something to you to buy rather than to encourage creations. But despite this, creatives are asked to find "cracks in the wall" by Kalman. To go against the system and to build a culture for the future not for monetary purposes.