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Adbusters - unswooshing, Nike Running - 2011 www.adbusters.org/content Avant-gardism is a movement within art and design that aims to redefine traditional and well known conventions within artistic practice in order to pave the way for other like minded artists and designers to follow. This can be for purposes of progressing design or with a political or social agenda, however the term avant-garde has been over used and neutralised. Here I have chosen an adbusters piece which caught my eye because of its use of a very strong political message. This piece is not particularly avant-garde in its design or technique, however the delivery of its message is in such a way to attempt to change peoples opinions on a social situation. This is clever in the way that it mocks Nikes actual advertisements by almost copying the exact style in which they would be produced. By being unoriginal, it is in turn becoming original in its use of an existing style as a negative to push their message.  www.typographicposters.com Here is a second piece of design that I would consider to be avant-garde and I think its avant-garde qualities are much more evident when you realise that this is a typographic poster. It shows a movement away from clearly legible type and communicating the message simply to a much more abstract type style. It challenges traditional conventions of both type and communication by moving completely away from legibility in favour of an entirely abstract and image based poster. Possibly an attempt to change design and progress from current type and layout conventions to much more aesthetically based pieces. The avant-garde element in this piece however is based entirely in its appearance and it doesn't appear to mock other art styles or portray any deep social message. |
Monday, 7 February 2011
Task 3 - Avant-Garde.
Formative Feedback.
tasks completed but need publishing on the blog.
continue with retyping lecture notes so as to gain best understanding.
Essay - Q2
research constructivism
tate modern catalogue - Rodchenko and Popova.
Structure
- define socio cultural context 1917
- constructivism as a response.
-two examples.
working from this feedback and
continue with retyping lecture notes so as to gain best understanding.
Essay - Q2
research constructivism
tate modern catalogue - Rodchenko and Popova.
Structure
- define socio cultural context 1917
- constructivism as a response.
-two examples.
working from this feedback and
Sunday, 6 February 2011
Defining the 'Avant-garde'
dictionaries link term avant-garde with terms like innovation in the arts or pioneers.
Term 'Avant-garde' is in popular discourse but is neutralised because of its frequent use.
MARCEL DUCHAMP
Authentically 'Avant-garde'
-mocking art
-mocking elitism
-looks at what art is...
and challenges conventions surrounding what art is.
Makes people re-assess conventions of art.
'Fauves'
Wild beasts
Grounded in the real - aggressive
Seeking to redefine conventions by which art is defined.
does something new, trying to redefine the use of technique within art.
Classical art and established conventions were based in fantasy scenes.
Avant-garde seeks to do something new.
ALL ABOUT CHALLENGING CONVENTIONS.
takes a romantic philosophy - idealising individual geniuses.
Rooted in the myth of the Avant-garde.
Artists are above society or outside.
people shouldn't understand them as they're too edgy.
Kurt Cobain?
CHATTERTON
People didn't understand him
Tortured genius
A painting of him having killed himself as society didn't make the effort to understand him...
Designers- not necessarily original when faced with certain briefs.
art academies.
-assigned to a master
-copy his work & style.
-do background work for them until accomplished
therefore they weren't original themselves
Art is socially important
Work for money!
Revolutionary- comminade of Paris - political gesture
-why is it challenging/shocking
-raise the working class.
against conventions by painting the poor... something people didn't do.
AVANT-GARDE
military term
vanguard - paved the way for others to follow
both politically and aesthetically.
"Art for art's sake"
Autonomous.
-above the world
-normal beings will not understand
gap between what the artist thinks they are doing and how the public perceive it.
which is why they would not understand if the work made no sense.
Because the artist was being so avant-garde
Significant art
CLIVE BELL
"the relations and combinations of lines and colours, which when organised give the power to move someone aesthetically."
Aesthetically pure.
-sense that you improved as people just from looking at it, and trying to understand them
often claimed that people weren't clever enough to recognise significant form, inventing reason for arts importance.
Clement Greenberg.
Abstraction became art distilled to its purest form.
Greenberg's pinnacle of art.
Pollock's Lavender mist
-symbol of decadence in western culture
-pretentious, snobby and elitist.
Beatrice Ward
The crystal goblet.
"The good graphic designer is invisible"
Jock Kinnear (1963)
for example road signs, and the typeface created and so on... created solely for communication.
Stephen Sagmeister (1997)
communication is secondary to experimentation in his spreads.
Fails or doesn't adhere to taste & says there is a society that does adhere to taste and works.
making a value judgement.
What is kitsch?
idea that it is inferior
-lower quality
-bad taste
-patronising loveability
Kitsch aspires to be art but somehow fails to be taken seriously.
Constables Hay Wain is not kitsch.
This certainly is. Kitsch takes into account cultural standards.
The place for art is in galleries.
The last supper on a coaster...
"the last pub lunch"
trying to use a modern style on a classic piece by Da Vinci
commemorative plates cups and goods for royal events.
-sense of kitsch
-supposed to be moved by art not china sets.
animal themes are definitely kitsch.
Graphic design is not seen in galleries so is not viewed as art.
viewed differently.
Jeff Koons Michael Jackson & bubbles the monkey
Art because it was made by a famous artist.
would be seen as kitsch if it weren't for the recognisable name that produced it.
Pop art
inserting design into galleries as a political point.
Thomas Kinkade.
(painter of light)
fictional chocolate box past.
selling his works on QVC
Graphic design aims to be meaningful to everyone, whereas art seems to aim to a select few.
Damien Hirst
"wow, fabulous shark in a box..."
people buy works like these as status symbols as they are produced by artists.
when they know nothing about them.
'For the love of Gold'
simply about monetary value.
avant-garde's trying to out avant-garde each other.
corrupt money laundering!
Adbusters.
possibility that design is avant-garde.
Term 'Avant-garde' is in popular discourse but is neutralised because of its frequent use.
MARCEL DUCHAMP
Authentically 'Avant-garde'
-mocking art
-mocking elitism
-looks at what art is...
and challenges conventions surrounding what art is.
'Fauves'
Wild beasts
Grounded in the real - aggressive
Seeking to redefine conventions by which art is defined.
does something new, trying to redefine the use of technique within art.
Classical art and established conventions were based in fantasy scenes.
Avant-garde seeks to do something new.
ALL ABOUT CHALLENGING CONVENTIONS.
takes a romantic philosophy - idealising individual geniuses.
Rooted in the myth of the Avant-garde.
Artists are above society or outside.
people shouldn't understand them as they're too edgy.
Kurt Cobain?
CHATTERTON
People didn't understand him
Tortured genius
Designers- not necessarily original when faced with certain briefs.
art academies.
-assigned to a master
-copy his work & style.
-do background work for them until accomplished
therefore they weren't original themselves
Art is socially important
Work for money!
Revolutionary- comminade of Paris - political gesture
-why is it challenging/shocking
-raise the working class.
against conventions by painting the poor... something people didn't do.
AVANT-GARDE
military term
vanguard - paved the way for others to follow
both politically and aesthetically.
"Art for art's sake"
Autonomous.
-above the world
-normal beings will not understand
gap between what the artist thinks they are doing and how the public perceive it.
which is why they would not understand if the work made no sense.
Because the artist was being so avant-garde
Significant art
CLIVE BELL
"the relations and combinations of lines and colours, which when organised give the power to move someone aesthetically."
Aesthetically pure.
-sense that you improved as people just from looking at it, and trying to understand them
often claimed that people weren't clever enough to recognise significant form, inventing reason for arts importance.
Clement Greenberg.
Abstraction became art distilled to its purest form.
Greenberg's pinnacle of art.
Pollock's Lavender mist
-symbol of decadence in western culture
-pretentious, snobby and elitist.
Beatrice Ward
The crystal goblet.
"The good graphic designer is invisible"
Jock Kinnear (1963)
for example road signs, and the typeface created and so on... created solely for communication.
Stephen Sagmeister (1997)
communication is secondary to experimentation in his spreads.
Fails or doesn't adhere to taste & says there is a society that does adhere to taste and works.
making a value judgement.
What is kitsch?
idea that it is inferior
-lower quality
-bad taste
-patronising loveability
Kitsch aspires to be art but somehow fails to be taken seriously.
Constables Hay Wain is not kitsch.
The place for art is in galleries.
The last supper on a coaster...
"the last pub lunch"
trying to use a modern style on a classic piece by Da Vinci
commemorative plates cups and goods for royal events.
-sense of kitsch
-supposed to be moved by art not china sets.
animal themes are definitely kitsch.
Graphic design is not seen in galleries so is not viewed as art.
viewed differently.
Jeff Koons Michael Jackson & bubbles the monkey
Art because it was made by a famous artist.
would be seen as kitsch if it weren't for the recognisable name that produced it.
Pop art
inserting design into galleries as a political point.
Thomas Kinkade.
(painter of light)
fictional chocolate box past.
selling his works on QVC
Graphic design aims to be meaningful to everyone, whereas art seems to aim to a select few.
Damien Hirst
"wow, fabulous shark in a box..."
people buy works like these as status symbols as they are produced by artists.
when they know nothing about them.
'For the love of Gold'
simply about monetary value.
avant-garde's trying to out avant-garde each other.
corrupt money laundering!
Adbusters.
possibility that design is avant-garde.
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