Figure 1
Source
Figure 2
Source
There
have been several authors who have considered how advertising is used
to convey messages which are unnecessary and sometimes inappropriate.
Garland, K. 'The First Things First Manifesto' (1964), Poyner, Lasn
et al (2000) 'The First Things First Manifesto 2000', Poyner, R
(2000) 'First Things First Revisited' and Beirut, M. (2007) 'Ten
Footnotes to a Manifesto' have all commented upon the protection or
promotion of the interests of consumers.
For
instance, Garland (1964) is completely against the consumerist
culture. He highlights the consumerist side of graphic design at a
time when people were easily influenced by adverts and news in the
60's. He suggests 'proposing a reversal of priorities in favour of
the more useful and more lasting forms of communication.' This view
is also supported by Poyner, Lasn et al (2000) who highlights the
fact that 'many cultural interventions, social marketing campaigns,
books, magazines, exhibitions, educational tools, television
programs, films, charitable causes and other information design
projects urgently require our expertise and help.' He also mentions
how the 'scope of debate is shrinking; it must expand.' This implies
that consumerism is eliminating people's views and products such as
'designer coffee, diamonds, detergents, hair gel, cigarettes' are all
becoming objects which have a harmful effect on the world. This has
turned into an ethical issue, as all of these objects are either
materialistic and unnecessary, or they are harmful to people's
health. This relates strongly to figure 1, which illustrates two
Sisley models participating in drug consumption in order to promote a
clothes range. Here, the advert has been created to give a shock
factor to the audience, but instead of promoting the clothes, the
attention is on the drugs, promoting unethical products.
Beirut
(2007) presents the idea that 'there are pursuits more worthy of our
problem-solving skills. Unprecedented environmental, social, and
cultural crises demand our attention.' Figure 2 is proof of this. How
advertisements for charities encourage and communicate the need for
truth by simply showing half of a child's face implying silence.
There is nothing unethical about this and it is twice as powerful for
all of the right reasons. Similarly, Poyner, (2000) comments on the
fact that 'the critical distinction drawn by the manifesto was
between design and communication (giving people necessary
information) and design as persuasion (trying to get them to buy
things).' This is clearly shown when comparing figure 1 and figure 2,
as they are both at opposite ends of the spectrum. It is necessary
for people to be made aware of child abuse, however it is not
necessary or acceptable to promote Sisley using drugs.
Interestingly
however, and quite controversially, Poyner (2000) criticises the
manifesto, arguing that 'in its wording, the manifesto did not
acknowledge the extent to which this might, in reality, be a
political issue, and Garland himself made a point of explaining that
the underlying political and economic system was not being called
into question. 'We do not advocate the abolition of high pressure
consumer advertising' he wrote 'this is not feasible.' Poyner then
goes on to make the point that it is a political issue and says it is
'the escalating commercial take-over of everyday life' implying that
commercialism is not only becoming more and more of an issue by the
day, but also suggesting that commercialism has become a political
party in itself.
These
four authors support the development for an argument concerning the
negative concerns of commercialism. All of which believe that graphic
design needs to change in order to prioritise and advertise growing
concerns (figure 2) and get rid of advertisements with negative
connotations (figure 1).
