Paul Brandreth

Graphic Design Year One

Task 4 CTS

El Lissitzky – Beat the White with the Red wedge - 1920

Alexandra Rodchenko - Lilya Brik – 1924

Write a semiotic analysis comparing 2 similar images (or texts to use the correct semiotic terminology) of your choosing, ideally a piece of graphic design. The analysis only has to be about 250-500 words but you must attempt to use key semiotic language such as denote, connote, signify etc.

 

 

I have chosen the two images above, El Lissitzky – Beat the White with the Red wedge – 1920 and Alexandra Rodchenko - Lilya Brik – 1924, because I feel that they are both similar images from the same art movement relating to the Russian Avant-Garde era, and whilst I am studying Graphic Design I feel it is important to look at previous eras of design to use as influence in my design.

 

Both images are similar in the way the use abstract shapes to communicate different messages. In Beat the White with the Red wedge, by Lissitzky, The sign is the abstract shapes used mainly with the shape triangle and smooth circle. The triangle shape invading the white circle is the signifier. The signified concept based on the time and location is the idea of the red triangle representing the communist, which is defacing and entering the white royalists who support the old government regime. The denotation is the red abstract triangle and the white oval circle. The connotation is the way the red triangle gives the idea of power and blood because of the shape and colour but I also think that the positioning represents a knife attacking the royalist’s regime.

 

However the Lilya Brik image by Rodchenko uses the same abstract shapes and is also from the same Russian Soviet union era but the message being communicated is different. The sign is the woman, Lilya Brik shouting books in Russian. The signifier is the word Books, but the signified concept is the way the messaged is being delivered using the triangle as the layout as if she was shouting. The denotation is the shape of the sharp triangular shape expanding away from the woman’s face, and the connotation is the shape of the triangle expanding away from the face gives the communication to the audience that she is shouting something important, which I feel was created to grab the viewers eye to read the message 

Portfolio Task Three

Portfolio Task Three

Paul Brandreth

Graphic Design Year One

 

Choosing a particular period from 1800 to the present, in what ways has art or design responded to the changing social and cultural forces of that period? (Two specific examples)

 

Napoleon III and the rebuilding of Paris.

 

I have decided to answer the question using the rebuilding of Paris undertaken by Napoleon III, as I feel that when the reconstruction of Paris happened it caused a change in social and cultural aspects towards the people of France and the reaction from designers and artists. I want to talk mainly about the design of new Paris by Baron Haussmann commissioned by Napoleon III and the effect the new city had on designers within the city and also the new opportunity of museums opening for artists to express different styles of artwork that hadn’t been shown before, this would share cultural, political and social reactions towards the new city that could be viewed by all audiences.

 

“If I were the master of France, I would like to make Paris not only the most beautiful city in the world, the most beautiful that ever existed, but also the most beautiful that could ever exist… If the Heavens had granted me another twenty years and some leisure, you would have looked in vain for the old Paris; you would not have been able to see the slightest trace of it.”(Horne,2004,62) This quote from Napoleon in 1798 would later happen after his nephew Napoleon III started his plans for Paris.

 

Napoleon III took on Baron Haussmann to renovate the city centre that deconstructed the med-evil structures into new easy access, speed and new forms of materials to the city. Quote on Haussmann, “Below the ground he laid 1,300 miles of sewers, and above ground 85 miles of new streets, including wide boulevards lined with well-proportioned buildings.” (Dixie,2004,94) The design of the city was designed using straight roads and a grid system, this would offer the people of Paris to travel around easier and also travel around at a greater speed. The city would be built using truth to materials that would speak for themselves, new industrials materials and technology and based on the idea of from following function.” The rich were no longer expected to live with the poor, who were dispersed to the cities rim.” (Littlewood,2002,247) The new design by Haussmann created a social and cultural change from when he was appointed, all the poor were moved out towards the outskirts of the city, to leave a more appealing audience in the city.

 

The trottoir roulant was designed to bring speed to the city, and the new form of transport would offer the people of the city to travel around a lot quicker. There were two different speeds, slow and fast the faster 9/kmh. The idea was to walk onto the slow one first then walk onto the faster after, but due to the structure it injured to many people and was later replaced by new escalators. This was designed using the idea of form following function; people could get easy access and understanding from Haussmanns design layout using the grid system and the quick speed of transport of the trottoir roulant. This would bring the social and different cultures from different audiences from Paris to share their differences when using the new transport method.   

 

“For the Universal Exhibition, Gustave Eiffel constructs the Eiffel tower. Over 300 metres high, it stands as a symbol of the new age of technology and is vilified and revered accordingly.” (Littlewood,2002,263) Gustave Eiffel was true to new materials and not to look back at old styles but tried creating the new. The tower has brought audiences from all over the world to look at it, and this offers the people economy and a new understanding of different cultures being imported from new audiences from around the world. “ The traffic problems created by some thirty million visitors to the exhibition give rise to the project for building an underground rail network, the Paris Metro.” (Littlewood,2002,264) Concluding this quote I feel that the value of interest being brought to Paris caused the economy to rise so the people from Paris would be able to trade easier. Also this brought cultural influences to the city with tourism travelling from all around the world. This was a response to Haussmann’s design for the city so it could be adapted to large visitors to make travelling and commuting easier, the huge statue would stand out to large audiences and bring the different social categories together to both understand and view the design rather than something in an art collection where the higher class could view it easier than the lower class.

 

Also at the same period Napoleon III set up a museum for rejected artists, Salon Des Refuses, in Paris in 1863, to exhibit their work, which soon created similar communities across every major cities around the world, during 1914 as the first World War started. “By the end of the 20^th Century, it has been estimated, the number of artists in France (most of whom were in Paris) had nearly doubled, and that of journalists and “men of letters” had trebled”(Cottington,2005,17). This was successful for Napoleon as it reflects the capitalism created brought new revenue and pulled new audiences from around the world into France. Also Napoleon III helped forward the art movement by creating the new city and resources but where would we be now if Napoleon 1^st would of made the changes a hundred years before.

 

Because of the new museums being opened for artists it attracted artists from out of Paris to display their work. Picasso in 1907 displayed his painting named Les Demoiselles d’Avignon, after spending the summer of 1907 working with hundreds of loose sketches and visiting the Musee d'Ethnographie du Trocadero for inspiration. “It was Barr who discovered that Picasso originally gave the male figures in the early studies identities as a medical student and a sailor, and that the medical student carried a skull in some variants; for him, this identified the initial idea as an allegory of vice and virtue, which was effaced by the removal both the student and the sailor. For Steinberg, the medical student represented the reflective observer and the sailor the participant, and their removal finally gave the painting over to participation: the participation of the spectator. Far from being a probing analyst, Steinberg’s spectator takes the place of the prostitute’s client – the surrogate of the sailor – and the prow like table that thrusts into the brothel from the spectator’s space partakes of his phallic, penetrative energy.”(Green,2001,10) When Napoleon opened up museums it gave everyone in Paris from different backgrounds share their culture. This would of opened up the opinions and cultural differences shown in the artwork between the different social classes to start a new response to previous artwork being viewed in the city. From the quote above Picasso viewed galleries in Paris and responded to the new artists showing their cultural and different social differences which would later help Picasso to produce work in the city such as Les Demoiselles D’Avignon, which I feel Picasso expresses his experiences of life and what happens within the brothel and the kind of characters you would find. This artwork could be understood to any audience. People believe that this was the start of cubism. He also brings in Cultural references using a sailor, medical student and two Iberian central nudes and two Africanized nudes on the right.

 

“Shut out of mainstream and its material rewards, many self-styled avant-garde artists also channelled their idealism not only into experimentation with their chosen medium and its possible new modes and meanings – but into belief that art had a public role play, that it could be lifted from the status of trivial and anecdotal entertainment to which it had sunk in the salons”. (Cottingham,2005,18) This quote explains the new movement would offer artists to express more of everyday life using different materials and resources to respond to personal experiences they encored within the city to produce artwork that would communicate to the majority of the public.

 

To conclude the essay I feel that the social and cultural changing’s within artists and designers in Paris all fell back to the new City Napoleon III ordered for design. The change of the med-evil times and windy streets of the mixed poor and lower class to the more modern, simple new city would offer tourism and to bring in the economy with new audiences that brought along new cultural aspects to share with the original people of Paris and a good research resource for designers and artists to respond to.

 

 

 

Littlewood, I.,(2002) The Rough Guide History of France. London. Rough Guides

 

Dixie, C., (2004) World Cultures: France. London. Teach Yourself

 

Green, C., (2001) Picasso’s Les Demoiselles d Avignon. Cambridge. Cambridge Press

 

Cottingham, D., (2005) Modern Art A Very Short Introduction. Oxford. Oxford Press

 

Horne, A., (2004) The Age of Napoleon. Great Britain. Phoenix

Portfolio Task Two

Paul Brandreth

Graphic Design Year One

 

Summarise the text Harrison, C and Wood, P. (eds.) (1997) “Art In Theory: 1900-90”, Oxford, Blackwell, pp. 125-9.

 

Avant-Garde became internationalised by the time of the First World War, to cities such as Berlin, Munich, Dresden, and Vienna and eventually developed in Italy and Russia. As the Avant-garde came about they started to move more towards cubism rather than a traditional French style. The three main elements of modern are modernization, modernity and modernism. Modernization meant the influence of the machine and scientific processes. Modernity refers to the social and cultural changes at the present moment, and modernism was a symbolic relationship from modernity.

 

            One response to the modern condition was that a section of people felt that the machine, such as German sociologist Max Webber who saw modernity as the “iron cage”, was controlling them. Others noticed how the modernization spread almost over night and Russian poet Alexander Blok described the acceleration of modernization as the “distant thunder”. Italian poet Marinetti brought the influence of symbolism, which was a new response to the age.

 

            Expressionism and Futurism were both responses to the urban modernity. Cubism however was seen more analytical and has now developed into post-avant-garde from the 19^th Century modern art to the 20^th Century with a new development of modern art. 

(Harrison, C and Wood, P) 1997 (Art In Theory : 1900 - 1990) Blackwell (Oxford-UK/ Massachusettes- USA) PP.125-129

500 Word comparison Schumacher & Ettinger to Savile Lumley

Uncle Sam Range compared to Savile Lumley

Schumacher & Ettinger 1876 Uncle Sams Range has alot of similarities and differences to the propaganda poster by Savile Lumley 1915.

First of all the Savile Lumley poster uses propaganda to persuade an audience to join and be part of history in the British army, however Schumacher & Ettlinger use the idea of a true American theme to advertise the Uncle Sam Range Cooker.

We know from the visuals in the picture of Savile that the father figure is passionate about the war as he appears to be speaking to his daughter whilst reading a book and his son is playing with London guard figures, these are used to persuade to go to war, and the number that are knocked over emotionally patriotic and if you go to war you will come back and also been seen as a hero. From the fathers posture you can tell that he is a proud and encouraging mentality towards his children to be part of the war.

 

However in the Uncle Sam Range advert, you can absorb the American theme being used to promote the product through its heavy use of American references. The carpet for instance, red, blue and white are the colours of the flag. The dates on the clock show it had been 100 years since independence day. Also the use Abramham Lincoln Statue to relate to the theme to almost make you proud of what your country has to offer. So both advertisements use there country of a way to promote what they are trying to communicate to the viewer.

The target audiences are pretty similar, in the Uncle Sam Range i think it is advertised at the middle class status because i think the rich will already have this technology, also as its industrial it would sell to a larger audience aimed for the middle class rather than the rich. I think that the Savile poster is aimed at the middle/lower class status because these would be the younger audiences who wouldn't have enough money not to work so they had no choice and this poster offers them a job and also to become a hero for your proud country.

In the Uncle Sam range advert the typograpghy used is bold, western, upper class however in the Savile poster it is a hand drawn calligraphic style font but uses personification to make the YOU stand out against the rest of the text used. Also the way that the child is sat it is if she is asking to her father what did You do in the Great War? And the father looks as if he is responding to the viewer like he can tell us what he did. 

So to conclude i think that both pictures use the image and visuals of being proud of your country, but are delivered differently to the audience. Both are to persuade and use similar figures to play similar roles in both pictures.

Modern

William Holman Hunt 

The Hireling Shepherd 

1852

The lamb is not being watched and is eating food 

Quote from lecturer

"Don't be so randy and keep your eye on the job"

Modern

Bauhaus Progressive art school

Built on the back of modernity

Taught in a new atmosphere

Revolutionary

Concrete new material

Never used before

Function of the huge windows to allow light through

Modern

Stanley Morrison

1932

Tried to invent a modern type based upon the Roman empire. This font is now used for newspapers. I think that it was made to show power in England by relating to the Roman era.