Throughout
First Things First 2000, Adbusters (2000) claims that the skills of graphic designers are going to waste, and that they are all actually helping to ‘draft a reductive and immeasurably harmful code of public discourse’ within this consumer based world. This is something which Kalman (1998) expands on in
Fuck Committees where he exposes how these big corporations are taking over the artistic license of graphic design through making false claims ‘to understand the needs of the mass audience’, whilst they actually are just pushing their own ideologies onto the public through clever design and advertising. Garland would take and even more bleak look on the matter, as he states in
First Things First (1964) that the impact of advertising and consumerism on graphic designers has ensured the profession is far from its original intent, and now, sometimes even contributes ‘little or nothing to out national prosperity’. Garland then goes on to propose a ‘reversal of priorities’ which would help to develop ‘more lasting forms of communication’ between designers and their audiences, made possible only by the eventual tiring of society to ‘gimmick merchants’. Kalman, however, would argue that a solution is much more achievable through hard work, as if the wealthiest in the country were to realise that design was about more than just ‘fatter wallets, but about creating a future’ then a new era would arise. He goes on to state that to make this happen, ordinary individuals must work hard to make it so, and that a change in society is just around the corner if only people would strive after it (1998). The final argument, from Adbusters, takes a middle groud to the previous texts as they state that if a competition to consumerism is brought in, one which evokes a ‘new kind of meaning’ to design, then the public would easily decide it to be the better alternative, and that the only course of action to be made is to offer a gentler, more preferable alternative to the public, in the faith that they will choose it (2000).
The above image has strong connotations about the impact of consumerism, which hold strong links to Kalman’s text
Fuck Committees (1998) where he discusses how the beauty of design has been completely overtaken by the ideologies of rich, powerful corporations who are seeking solely profit. This image of the Coca Cola advert shows just the kind of thoughts that Kalman is talking about, as the re-appropriation of the basic but instantly recognisable design shows a struggle for the truth to be ousted, and for the connotations of huge corporations to be revealed, as it is not often huge, multi million pound companies are associated with the word ‘love’. When Kalman urges the reader to ‘look for the cracks in the wall’ it seems clear he is talking about actions similar to what is contained in this image, as this advert has now become as symbolic for consumerism as it is for Coca Cola. This is a slight push at revealing the real creator of the advert, not an artistic ‘love fuelled’ act, but a well considered, consumer driven ideology which strives to hook in more consumers, more money and ultimately, more profit.
The message of Garland’s
First Things First (1964) Is extremely clear, as the statements of who ‘the undersigned’ are, and the wasted ‘efforts of those working in the advertising industry’ show immediately which ‘side’ he is on. However, after ridiculing the advertising industry and saying how much of a waste it is, he then goes on to say they ‘do not advocate the abolition of high pressure consumer advertising’, which contrasts strongly with his message throughout the text, as he tries to urge people to step away from the consumer lifestyle, whilst still saying its collapse ‘is not feasible’. This strange juxtaposition somehow weakens his argument, as the optimism for success is dampened somewhat by the point blank refusal to suggest that a life without consumer driven adverts is possible. However, he does finish in a very polite manner, which suggests the manifesto is more a mere suggestion, proposed to allow the reader to make up their own mind on the matter, which is the exact opposite of what he says the big corporations are doing.
The text by Adbusters (2000),
First Things First 2000 discusses how the evolving of design has meant that the meaning of Graphic Design has changed to broadly mean designing advertising, as this is ‘the most lucrative, effective and desirable’ use of their talents. They go on to state how this reliance on the money and recognition from this kind of work has changed ‘how the world perceives design’, and in fact how the world perceives itself to some extent. Adbusters then go on to offer alternative uses of their skills, through a ‘reversal of priorities’. The solution they propose is to offer up a contender to consumeristic design, where designers would join them in their manifesto to help change the way the world sees design.
Sources:
Adbusters (2000)
First Things First 2000, [internet] Available <http://www.manifestoproject.it/adbusters/>. [12/12/15]
Garland, K. (1964)
First Things First [internet] Available <http://www.manifestoproject.it/ken-garland/>. [12/12/15]
Kalman, T. (1998)
Fuck Committees, [internet] Available <http://www.manifestoproject.it/fuck-committees/>. [12/12/15]
