Zef Subculture

The Zef subculture, what is it and where does it originate from?

Hoby met with an Afrikaans band known as “Die Antwoord” in London and Ninja and Yolandi the singer or rappers of the band told her that Zef is about you not really care for anything, you are on your own little mission. They said that people that follow the Zef culture “soup their cars up” and the will usually ware gold which is often referred to as bling. They stated that the sub culture is all about you might be poor but you can still be fancy, sexy and you can still have style in your own way.

According to Bosch and Hoby the Zef style of music is a hibernation of Afrikaans and English. In an interview ‘Die Antwoord’ with Damien Lay they state that Zef is a style, a way of thinking and a way of dressing. Bishop wrote that the term Zef referred to the blue-collar worker in South Africa or rather the Suid Afrikaner who is descendants from Dutch. Bishop also stated that if someone is called Zef then they have a “ridiculously souped-up car” they often drink brandy and coke, watches rugby and gets involved in bar fights. The term is derived from the Ford Zephyr that was driven in the 1970’s and was a cheaper car.

Parker also uses the term souped-up cars but explains that the cars have fur on the dashboard, a person wearing Crocs and drinking brandy. Parker also explains that the term Zef literary means common. He states that this subculture is often associated with lower-middle classes “that glorifies the trashy and the weird”. He wrote that the subculture began forming in the 60’s and the 70’s and still exist to the present day and can be found in the underground music scene of Bellville. Bellville is a middle class suburb is the place where the Zef movement grew into what it is today. The artist like Jack Parow and Die Antwoord are from Bellville and made the movement what it is today.

 

Images of the Movement

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Source:

Bishop, M. 2011. That’s Zef: The True Story Behind Die Antwoord’s Mysterious Style. http://www.mtviggy.com/articles/thats-zef-the-true-story-behind-die-antwoords-mysterious-style/

Bosch, M. 2010. S.African Afrikaans rappers takes Internet by storm. http://www.reuters.com/article/2010/02/05/oukoe-uk-safrica-rappers-idAFTRE61446820100205?sp=true

Hoby, H. 2010. Die Antwoord: ‘Are we awful or the best thing in the universe?’. http://www.theguardian.com/music/2010/sep/12/die-antwoord-music-feature

Parker, R. Mullets & music: Introducing Zef Culture. http://next.upi.com/archive/2011/10/25/Mullets-music-Introducing-Zef-culture/5851319525095/

https://www.youtube.com/watch?v=TBpi-mv6qX8

 

 

 

 

 

 

 

 

 

 

 

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The story of the Digital Age

Digital Age

 

 

The Father of the digital age is Claude Shannon.  He started to experiment with radio waves and satellites.  He paved the way and introduced us to the digital age.  The internet was developed in the US by the US Department of Defense.  Today we have leaders like Steve Job, Bill Gates and Mark Zuckerberg leading us in to the future of the Information Age/ Digital Age / Computer Age.

Internet Sources:

http://www.independent.co.uk/life-style/gadgets-and-tech/features/40-years-of-the-mobile-phone-8560567.html action=gallery&ino=5http://subhaditya-infoworld.blogspot.com/2012/09/printing-pressradio-and-television.html

http://www.thefoa.org/tech/ref/appln/OSPdatalink.html

http://searchcio.techtarget.com/definition/Information-Age

http://www.english-online.at/media/television/television-technology.htm

http://www.theguardian.com/technology/2011/apr/10/james-gleick-information-interview

http://www.news.com.au/technology/the-birth-of-the-first-personal-computer-virus-brain/story-e6frfro0-1225990906387

http://www.danpontefract.com/internet-activities-do-not-affect-adolescence-development/

http://randomwisdomblog.wordpress.com/2011/10/07/steve-jobs-an-inspiration/

http://www.theverge.com/2013/4/4/4181852/bill-gates-and-paul-allen-pose-for-microsoft-photo-reenactment

http://www.technobuffalo.com/tag/mark-zuckerberg/

Summary of Thematising the ugly side of sublime technological development: Sonzero’s Pulse (2006) as an inadvertent critique of the ‘technocentrism’ of postmodetnity [By Inge Konkik]

When I first started to read this article I found myself to be extremely confused and boggled by what the article really was about, but after you have finished reading the article and watching the film “Pulse” you soon start to understand what the writer of the article is trying to get across.

I only watched the clip of the movie and read what the story is about and I found that rather horrific on its own. The film is about the paranormal that got a “frequency” that the ghosts use to access the realm of humans and these ghosts want what the humans have, “live”. Josh, one of the characters in the story, is a programmer and found the “frequencies” that none of them knew about. Later on in the story he commits suicide because the ghost gained access to his personal computer as well as to Josh himself, they stole his soul so that he no longer feels like himself and toke his own live because he did not see the reason for living any longer. As the movie progresses you learn that the humans can not stop these ghosts and the one that does try to do so will regret in doing so. Close to the end of the story the US military announced on the radio that there are “safe zones” that people can go to that is isolated of all technology and before they go they need to leave all technology (like cellphones, PDA’s and laptops) behind. This movie is based on fiction and imagination.

Konik states that Lyotard’s explains and defines postmodernism as a distrust of metanarratives and in the era that we find ourselves today, it is usually understood that a declining in credibility has occurred towards noble accounts of modernity. The writer took a movie to illustrate what is going on around us in the postmodern era, Capitalist Technoscience. The capitalists are taking over our world through the means of cultural products which happens to be technology. All our information is out there in the world and how can we even think that we are safe if it is possible for anyone to access it. We as people are also bombarded by information and imagery through the use of technology and that most certainly has an impact on us.

Looking at modernity there are two important aspects “justice” and “truth” but in postmodernism no care is shown towards both these aspects. Postmodernism is all about your “performance”, “efficiency” and the success that you can achieve – all of this is done through the use of technology. However technology is no longer seen as a development of progress, technology now follows its own accord and does no longer depend on us its creators. Thus technology has a negative impact on the human race and it dehumanizes aspects in our lives that technology should not play a part in, like they illustrate in the story where two of the characters are at a club and the boy asks the girl to dance through a text message where he should have asked face to face.

People seek for pleasure in meaningless objects and at the end of the day you have no satisfaction.   Slowly losing their souls the humans does not release what is truly going on as they are enslaved by technology and is losing their humanity, they have no love and no live – which person can truly thrive in a lifestyle like this. Capitalist taking over our lives and the way we live.

Modernism vs. Postmodernism

When you think of modern art and when it comes to understanding modern art you can sometimes find yourself confused. Modernism and postmodernism is both complex and have various branches.

The Meggs’ History of Graphic Design shows us that the modernism starts with Cubism following with Futurism, then Dada came, Surrealism was born from Dada and then Expressionism made its appearance. Each of these movements rebelled against its predecessor and each of these movements influenced not only art but architecture, photography and design. Modernism began early in the 20th century and stretched between 20 and 25 years.

The postmodernism movement according to Oak (2008) began after the Second World War. This movement also influenced art, design, architecture, fashion and so much more, one example could be graffiti which became a secret language between young people and an art form in its own right. Postmodernism as a whole rebelled against modernism. I drew up this table, Modernism vs. Postmodernism containing keywords to illustrate the difference between the two distinct movements of the 20th century.

Modernism Postmodernism
Purpose Play
About the finished work About the process of the work
Selection Combination
Hierarchy Anarchy (all elements are important)
Distance Participation
Depth of a subject Surface of a subject
Order Chaos
Narrative Anti-narrative
Unity in work Fragmentation
It is about the bigger picture Have blind spots
Have simplicity Is complex
Abstract Figurative
Universal Diversity
About perfection Believe in imperfection
Integrity Broken
Have a fixed meaning Is open ended
Objective / theoretical Subjective
Logical Illogical
Function and factual Whimsical and fun
Is correct and right Have errors and deliberate mistakes.
Believe in science Believe in fiction

 

During modernism art work and literature were required from artist and a specific meaning were attached to the work, but postmodernism on the other hand art works became digitally available because of the computer age and people attached their own meanings to an art work (Oak, 2008).

We have two contrasting movements, both standing strong in their believes and what an interesting century is must have been.

Sources:

Oak, M. 2008, Difference between Modernism and Postmodernism. Available: http://www.buzzle.com/articles/214493.html

Meggs’, P.B. & Purvis, A.W. 2006. Meggs’ History of Graphic Design. New Jersey: John Wiley & Sons, Inc.

Class Notes

The United Colors of Benetton Campaign history

The Colors of Benetton is a family business that was created in 1965 and in 1969 the first Benetton store was opened.  In 1980 they opened the first store in America in New York City.

The retail clothing store United Colors of Benetton has the most interesting history when it comes to the advertisement campaigns.  Throughout each campaign they wanted to shock the public and they do so by using photography.  Their main idea is to use shock-advertising.  In their advertisements they deal with issues that was maybe big new during that year, issues that people don’t really want to talk about or deal with like HIV, wars and even hunger.  I believe that they hope that they the world could be united one day regardless of your race, culture and background.  Some of their campaigns has nothing to do with clothes, you do not even get the idea of clothes like the Ebony and Ivory campaign or the Olympics Game campaign.  However from the begging of the company used shock-advertising it is just in the begging they were more subtle, where as the years progressed they started to use photography of naked people like the HIV campaign.

All are United 1984 campaign

Everybody is united by the Colors of Benetton.  No matter your race, culture or sex.

All are United 1984

All are United 1985

 

All are United 1984

All are United 1984

All are United 1984

All are United 1984

The Uniting Countries 1985 Campaign

Showing  the unification of countries through they usage of the countries flags.

Uniting Countries 1985

Uniting Countries 1985

Uniting Countries 1985

Uniting Countries 1985

Uniting Countries 1985

Uniting Countries 1985

The Uniting Cultures 1986 Campaign

Uniting cultures

Uniting Countries 1986

Uniting Countries 1986

Uniting Countries 1986

Uniting Countries 1986

The Uniting Countries 1987 Campaign

Uniting Cultures

Uniting Countries 1986

Uniting Countries 1987

Uniting Countries 1986

Uniting Countries 1987

The 1989 Black and White Campaign

In this campaign they shocked the public with they photography where black and white are united.

Black and white 1989

Black and white 1989

 

Black and white 1989

Black and white 1989

Black and white 1989

Black and white 1989

Black and white 1989

Black and white 1989

United Colors 1990 Campaign

Yet again the express that all the colors are united and also using the multi-racial theme.

United colors 1990

United colors 1990

United colors 1990

United colors 1990

The Ebony and ivory 1991 Campaign

Ebony and ivory, again taking on the idea of black and white united.  one ad that I really found interesting in the campaign was that of the three girls because the colour of their tongues are the same.

Eborny & Ivory 1991

Ebony & Ivory 1991

Eborny & Ivory 1991

Ebony & Ivory 1991

Ebony & Ivory 1991

Ebony & Ivory 1991

Eborny & Ivory 1991

Ebony & Ivory 1991

The Olympic Games 1991 Campaign

This is an awareness campaign for HIV of the Olympic Games.

Olympic Games 1991

Olympic Games 1991

 

Olympic Games 1991

Olympic Games 1991

The 1992 Real Life Campaign

Showing real life events that happens around the world.

Real Life 1992

Real Life 1992

Real Life 1992

Real Life 1992

Real Life 1992

Real Life 1992

Real Life 1992

Real Life 1992

Real Life 1992

Real Life 1992

The HIV 1993 Campaign

An awareness campaign about HIV.

HIV Campaign 1993

HIV Campaign 1993

HIV Campaign 1993

HIV Campaign 1993

The Food For Live Campaign 1996

Making the public aware that there are people in the world that needs food.

 

Food For Life 1996

Food For Life 1996

Food For Life 1996

Food For Life 1996

Sentence to Death Campaign 2000

Depicting criminals that are on death row.

Sentenced to death 2000

Sentenced to death 2000

Sentenced to death 2000

Sentenced to death 2000

Sentenced to death 2000

Sentenced to death 2000

Sentenced to death 2000

Sentenced to death 2000

Volunteer Campaign 2001

Volunteer 2001

Volunteer 2001

Volunteer 2001

Volunteer 2001

Volunteer 2001

Volunteer 2001

James and Other Apes Campaign 2004

They depicted different apes in the campaign.

James and other apes 2004

James and other apes 2004

James and other apes 2004

James and other apes 2004

James and other apes 2004

James and other apes 2004

Microcredit Africa Works Campaign 2008

Showing the public the different kinds of physical work that Africans do.

Microcredit Africa Works  2008

Microcredit Africa Works 2008

Microcredit Africa Works  2008

Microcredit Africa Works 2008

Microcredit Africa Works  2008

Microcredit Africa Works 2008

Its My Time Campaign 2010

Showing young people who take their lifes into their own hands, it is their time.  They have serious expressions on their faces, showing how serious they are about the situation.

Its My Time 2010

Its My Time 2010

Its My Time 2010

Its My Time 2010

Its My Time 2010

Its My Time 2010

Unhate Campaign 2011

The Unhate campaign is showing politicians from different countries kissing.  I believe that they wanted to depict world peace and it starts with our politicians.

Unhate 2011

Unhate 2011

Unhate 2011

Unhate 2011

Unhate 2011

Unhate 2011

Unemployee of the Year Campaign 2012

This is done quite well, because every one is dressed up ready for work but the only problem is that they do not have a work to go to meaning that they do not have an income.  The words unemployee of the year is interesting word usage, it could carry the meaning that if the could have had a work they could have been the employee of the year.

Unemployee of the Year 2012

Unemployee of the Year 2012

Unemployee of the Year 2012

Unemployee of the Year 2012

Unemployee of the Year 2012

Unemployee of the Year 2012

Links:

http://www.benettongroup.com/media-press/image-gallery/institutional-campaigns

http://www.pubenstock.com/2012/benetton-les-annees-toscani/

http://www.benettongroup.com/40years-press/40_years_timeline.html

http://www.ibtimes.co.uk/benetton-history-shocking-ad-campaigns-pictures-252087

Conceptual Design

Conceptual design is taking a problem that is in the world or in you city and you give that problem or people a voice through design.  I found three interesting example, one of the examples is about woman abuse, the second about rhino pouching and the third about alcohol abuse.  I think that all of these ad campaigns are important because it gives a voice to the victims that suffer and it also shows people what is really happening in their country.

The Campaign about saving the Rhinos

We live in South Africa and it is a country that has a rich animal diversity however there is one animal that has been suffering for the last few years.  The campaign that they lunched for saving the Rhinos is a campaign which I which we can see more of because we need to save the species and if we don’t who will.  I always ask the question what about ten years from now will people be able to see the in real life or are they just going to be a memory and in photographs.  In the one poster the show the small rhino running next to an illusion of its mother but she was most probably slaughtered for her horn and now this small animal is out in the wilderness alone with no one to teach him or her how things work in life.

Blaine, S. 2013. SA, Vietnamese NGOs launch joint rhino campaign. Available: http://www.bdlive.co.za/national/science/2013/03/15/sa-vietnamese-ngos-launch-joint-rhino-campaign [Assessed on 4 April 2014]

The campaign about alcohol abuse

This campaign is about alcohol abuse during pregnancy.  I think that they went about an interesting way the show how bad the use of alcohol is when a woman is pregnant in each poster they show a person that  got the raw deal in life.  It is now up to the viewer to put his or his own meaning to it some might think that it is the pain that they child will go through in life because it can happen that they will not enter into the world normal, I think its a nice way to get people to connect on an emotional level because they do not know or understand how it feels if a child is like that.  Others might think that this is how the baby will end up when they are grown ups.  according to the website 35 % of people whose mother drank while they were pregnant will end up abuse drags, 50% have risky sexual behavior and 60 % end up being criminals.

FASD Prevention in South Africa. 2011.Available: http://fasdprevention.wordpress.com/2011/01/12/fasd-prevention-in-south-africa/ [Assessed on 4 April 2014]

The campaign about woman abuse

This campaign they did using billboards and boards on the side of the street that you would drive past every day.  It is a good platform that they used to get the message across because it is something that everyone will see because every one has to go to work or drive around getting items that they need.  They only made use of typography in this campaign, whit that copywriting also plays an important role.  they thought out a sentence and then the words a placed strategically which then can form a other word vertically just like a cross word pulse.  The words that they use are all words that mimics sound and movement to express fighting.  they only made use of three colours which is black res and white.

Nu Venture Media partners Salvation Army’s fight against women & child abuse. Available: http://www.network2media.com/index.php?option=com_content&view=article&id=3774%3Anu-venture-media-partners-salvation-armys-fight-against-women-a-child-abuse&Itemid=3 [Assessed on 4 April 2014]

 

 

 

 

 

 

 

 

Manifesto

A manifesto is an important thing because it can stipulate what you stand for and what your goals are. You declare what you want to change in the world and how people could benefit from it. If a manifesto is well writing people will have a clear understanding what you stand for, it is a document that that can go down in the history and people from another century can also read it and be impacted by it to change lives and what we stand for in life.

Reading the two Manifestos “An incomplete manifesto for growth” and “First Things First” I found that the growth manifesto was a lot easier to read because it is set out in point form. It was also interesting to read because it tells you how you can grow to be a better person in live. The manifesto “First Things First” was not as easy to read but I think that it was a far more intriguing manifesto because it is very close to home. They say that we should take the skill that we have developed and use it for better causes and not just advertising, product marketing and branding. They believe that we are so much more worth than that. In this manifesto they declare that they are going to start working on this to give their skills and experience to causes such as education, charity and social and cultural crisis’s.

I found another manifesto that was written by Jim Davies and it is about copywriting in design. In this manifesto the Davies has set out twelve points that designers should keep in mind when they are writing in design. The first point is quite true we are all different and we all have a different skill set or some of us might be better is something then others are and vice versa. He wrote that you should visualize how to text will look with the image and what typeface you will use. It is important how it looks as a whole and if it does look like a whole. You should also remember that you should always be yourself, he believes that if a designer is asked to design something it was because of who the designer is and what they can bring to the design. What’s also interesting about the manifesto is the hard advice that they give you, advice that you do not necessarily want to hear like to take critique because you can learn from it and don’t take it personally when someone does not want to use it. I think for a young designer or just starting out it would be interesting to read because you can learn from it and some of it might be thing that on one ever told you (A manifesto on writing for design).

Why the trouble of writing a manifesto? Why would it be important for you to write and publish a manifesto? When you write and publish a manifesto it is a verbal declaration that you make. It declares what the intentions, motives and views are of a person or group and the group could also include a political party of a government. The nature of a manifesto is usually artistic or political and it carries out the beliefs that the writer or writers have on changes that should be made (Wikipedia).

According to Redding a manifesto is intended to shock, inspire or even offend you. In the art world there is a few movements they each wrote their own manifestos to declare to the public what they want to achieve and what they stand for and what they wanted to change. These movements include Futurism, Dada and Surrealism to name but a few (Redding, 2010).

Bibliography

Davies, J. 2012. A manifesto on writing for design. Available: http://www.davidairey.com/writing-for-design/ [Assessed on 4 April 2014]

http://en.wikipedia.org/wiki/Manifesto

Redding, D. 2010. Art Manifestos and Their Applications in Contemporary Design. Available: http://www.smashingmagazine.com/2010/02/21/art-manifestos-and-their-applications-in-contemporary-design/ [Assessed on 4 April 2014]

 

 

Contemporary Brands

Contemporary brands that I admire and desire is Tommy Girl, Coca-Cola and Nivea, this is also brands that I use personally.  I wanted to talk about not just a brand that is out here in between the millions of other brand which you can choose from and know nothing about.  I wanted take something that is a little more closer to home and something that you know how it smells, taste and all the other senses that you use when you use a specific brand.

Tommy Hilfiger (Tommy Girl)

Before I just focus on one part of the vastness of the brand I want to talk about the whole Tommy Hilfiger brand.  The Tommy Hilfiger brand is a leading lifestyle brand that want to deliver high on quality and beautifully designed products which stretches from clothing to accessories, fragrances and home furnishes.   The logo is world wide recognizable and is known for high quality, American style with a classic and cool twist.  Their target market is 25 to 45 year old costumers.

I find tommy girl perfume as a very interesting product, it has a floral like fruity smell and it is a perfume that you can wear to more casual dining and cocktails.  When you wear the perfume its feels as if you going out to have fun not matter what lies ahead in your day, I find it to be a perfume that can definitely lift your spirits and it feels as a young person that you can have a great day and you can achieve what is wanted from you.  I found that they said it is a product that you where is your twenties but is not really designed for someone that is older.  However some people from the public that this is not really true because they still want to wear is even in their forties.  I believe that this is where the ideal comes in that when you are older they aspire to be in the ages in  which it is marketed for.  It is said that the white colour reflects the purity, sincerity and innocents.  The public also said that the scent is quite long lasting which I personally know to be true.

Also when you look at the Advertisements of the product, it caries the ideal of young, living free, innocent and sincere.  His first fashion collection was launched is 1985 and I think that the company definitely tries to keep that 1980’s feel to their brand.

I would not want to change a successful image such as Tommy Hilfiger it is a well known brand and you don’t want to really change something that works.  because I specifically spook about the perfume I would say that they could market it to older women maybe use older models with who an older woman could connect but then if you think about it again it is a 1980’s feel that they have to the brand and if a woman was in her teens and / or twenties they could connect to the younger model through their memories and they would simply buy the product because they aspire to be young again,to feel as they felt when they were young and maybe used the product.  A lot od members from the public agrees with this ideal, they simply use the product because of their young life memories.

Coca-Cola

Coca-cola is most probably one of the most well known brands world wide. Coca-Cola, a beverage company, was created in 1886 the 8 of May in Atlanta Goergia and they desribed it as ‘delicious and refreshing’ and not much has really hanged since then.  The Coca-Cola Company owns and licenses more that five hundred nonacoholic beverages.  The contour or glass bottle goes back to 1915 and is also one of the most recognizable packagings today.  It is said that Coca-cola is ‘happieness in a bottle’ and brings out the best in people.

The company stay consistend in their design and image, forinstans for the last 100 years the logo has stayed quite the same.  In my opinion this is way the brand is so recognisible is because they stay consistant and if they want to do something new it woudl most probably be designed is such a manner that it fits in with the rest of the image.

The Colour of the cmopany has also remaind the same red, white and black.

I think what the company market the brand as is comes through succesfully because it is about having good times with friends and family when you are with friends of family you would most probably or most people would buy a Coca-Cola of Coca-Cola brand because everyone will drink it even if they only take one glass.

Nivea

Personally, in my opinion Nivea is one of the best skin care products that we have.  The Nivea company has been around for more the 125 years and  is one of the international leading companies and offer their consumers innovative products of skin care and beauty.  the company has built a strong product line and can be categorized under bath care, body care, lip care and products for men.

 

As already mentioned their product is about soft silky skin, having a skin that glows and looks healthy.  In their adverts you can see that they are all about skin care and that it is important to look after it and in my opinion they have that underlining matter that if you use their products then you would also appear more attractive with this smooth soft skin that you have.

 

 

I think that they are a quite successful brand and they achieve what they want to achieve, meaning that they are for skin care for the last 125 years.

Links

http://global.tommy.com/int/en/About/overview

http://www.aperfume.info/review/tommy-girl-perfume-tommy-hilfiger/

http://www.fragrantica.com/perfume/Tommy-Hilfiger/Tommy-Girl-3016.html

http://www.heads.co.jp/dh-entry/tommy_logo.html

http://www.cocacola.co.za/brands/coca-cola.html

http://www.forbes.com/companies/coca-cola/

http://www.nivea.co.uk/about-us/beiersdorf

The Clut of Celebrities

Celebrity endorsement, why do advertiser of brands use celebrities to market their product? What impact  does this technique have on society and its consumers?  I also search for ten different advertisements where each ad advertises a different product, from a watch to make-up to chips.  In these adverts they use famous celebrities, celebrities that we are al familiar with and most of us most probably look up to, idealize and want to be like (See 10 contemporary examples at the bottom of the blog).

The idea of a celebrity, a person that we look up to and idolize, is a ferly new idea and can be tied to modernism.  The lives and even the deaths of celebrities are covered more extensively than any other event for example a political event.  it is believed that if you “rub shoulders” with a celebrity it can only but do you good even improve your social status and some people will go to extreme lengths to be seen with celebrities and to even just say that they were in the same room that a celebrity that they idolize.  The idea of celebrities spread from America to other countries.  There are different ways that a person can become a celebrity for instance a talented actor gets his fame for his talent of entertaining and then you get people that become celebrities merely by promoting themselves.  According to Hollander a celebrity’s appearance is very important to them and also becomes their trademark.  In the past you were admired for human attributes like courage, dignity and accomplishments in live but in todays live style that does not matter you can become a celebrity without any accomplishments and a moral character it is irrelevant (Hollander, 2010)

The Transfer Model is often used for these celebrity endorsements, meaning that the celerity first builds on his or her own “image” or social status, how he or she is portrayed in the media is of importance.  Then the meaning that was built around that celebrity can be transferred over to that the company or brand.    The reason why companies and advertiser enjoy using celebrities because they add value to that brand or company.   As I mentioned we as people idolize the celebrity and that can influence us to buy that specific product (Amos, 2008).   The consumer buy that products in the hope to transfer some of these meanings of the celebrity into the own lives, for instance if a man bought Chanel No. 5 after he saw the ad that portrays Brad Pitt, the buyer of the perfume wants to be like the celebrity and also hopes to have a better social status.  If a celebrity does not preform according to the expectations of consumers and is not as popular as before then as a result it can hurt the brand and the consumer will not buy that product because they feel that they do not want to be have the celebrities status linked to them in some kind of matter.  With this follows the credibility of the of the celebrity, we as consumers find celebrities as a credible source of information and if they us it we as ordinary people can also use it (Amos, 2008).

An interesting fact is that it is not just our society that get so hung up by the live of the rich and famous.  The ancient Greek and Roman gods were seen as celebrities.  The word celebrity can also be traced back to celeber which is Latin which means “frequented or populous” or also “famous person”.

In my opinion the celebrities do not only represent the brand that they advertise but they also represent themselves as well.  I think that when a beautiful actress or singer are endorsed to advertise a make-up brand they beauty and how they look is enhanced, not only will the consumer buy the product buy they were so impressed by the beauty of the celebrity that, that might spur them to go and watch a movie that the actress stared in or maybe buy an album of the signer.  ten to one the celebrity is someone that they look up to, like I already said.

Which brand excites me most?  I think the ad that they use Katy Perry is quite interesting.  The manner in which they place the  most important elements of the advert, the two Popchips packets.  Following with the tagline that they use “nothing fake about ’em” where they first imply that there is nothing fake about the Popchips and the quote that is included in the ad where Katy Perry says that: “I’m not into phonies, good thing there’s nothing fake or phony in Popchips, they only taste like they’re bad for you.”  Al these aspects that tell you that it is a good brand to buy.  Then coming back to celebrity self-branding, I think this is a good example of a celebrity self-branding herself, with the placement of the packets and the tagline it also has this underline element that you get from the ad the Katy Perry is not a fake person so she is branding herself as not being a fake person, her quote can also imply this. which comes down to that she is also marketing her personality.

Bibliography (links) 

http://www.randomhistory.com/1-50/010celeb.html

http://www.cohnmarketing.com/2013/06/owning-your-personal-brand-cult-of-personality-is-more-than-just-self-promotion/

C. Amos, G. Holmes, D. Strutton, (2008). Exploring the relationship between celebrity endorser effects and advertising effectiveness, International Journal of Advertising, 27(2), pp. 209–234

P. Hollander, (2010). Why the Celebrity Cult?

International Typogarphy Style in Logos Today

Back at college and our first assignment has kicked off! We had to go and find contemporary logos, meaning logo that companies use today, that reflects the Internationally Typographical Style or in short ITS principles. I thought that before I start with the logos I though that it would be interesting to talk about the movement in general.
The ITS movement was the last movement of the modernist movements and it emerged from Switzerland and Germany. The ITS is also known as Swiss Design and their objective were to achieve clarity in design. The life span of the movement lasted for two decades but influences the design field until today. The visual characteristics of the movement were unity of design by using an asymmetrical grid of design elements on a mathematical grid because it is most legible and harmonious when it comes to structuring your information. Their also used objective photography, the there were no emotions attached to the photograph what they saw they photographed and did not do heavily retouches, meaning they used it as is. The verbal and visual information was clear and in a factual manner and use san serif typography that was set with a flush left and a ragged right margin. The reason why the used the san serif type was that the introducers of this movement that a san serif type expressed a more progressive age.
The ten logos that I found is logos that are prominent in our everyday live.

I will discuss five of the bottom logos to explain the International Typographical Style.

  1. IBM Logo – The IBM logo has a clear use of an asymmetrical grid in the design, the width of the serif is the same measurement for each letter and the thickness of the stem of the “I” is the same thickness in the other two letters.  The  seven strokes cross the logo has all the same thickness and also the space between each stroke.  I think that the manner in which the strokes were applied to the logo creates a unity.   I also think that it is a clean logo, there is no clutter.  The logo is also to the point, the is no emotions of any sort.  The only thing that the logo has that does not correspond with the  style is the serifs, but I think the serifs helps with the success of the logo because it makes it easier to read the logo.  The measurement between the stem of the “I” and the stem of the “B” are similar to the measurement between the stem of the “M” and the middle point of the “B” where it goes in out of the curve.
  2. CNN Logo – I think the CNN logo has an asymmetrical grid because the thickness of the letter is the same through out the logo, including the stroke.  If you were to draw a line around the logo you will find that it forms a perfect rectangle around the logo.  The stoke is placed perfectly is the middle of the logo and has the same thickness through out (the measurement of the red is the same on both sides of the stroke).  I read on the website that the stroke represents a cable that runs from the one side of the logo to the other.  I think that the logo is simple to the point and is unified because of the fact that there is no separation between each letter in effect it is one line through out.  The negative space / open counter of doth “N’s” are also similar.
  3. BBC Logo – The BBC logo has the three squares that are al the same width and the thickness of the stem of the “B’s” are the same measurements for the rest of the letter and also the “C’ has the same measurement.  The placement of each letter is also similar (in the center of the square) the negative space at the top and bottom of the first “B” is the same with the second “B” and with the “C”.  The space between the first square and the second square is also the same between the second square and the third square.  I think that this is also a clean design and to the point and easy to read and understand, so this there for the grid design.
  4. ESPN Logo – The ESPN logo I think also have a grid design and I think the first way that you see it is with the stroke that runs through the word at the top of the word.  The open counter  of the “E” and the “S” is the same measurement that the stroke.  The thickness of the stem of the “E” is the same through out the rest of the logo accept of the crossbar of the “E”, “S” and “P”  have the own measurement and is thinner that the stem.  The negative space between the “E”, “S”, “P” and “N” are also all the same width.
  5. abc logo – This logo has a clean, clear and easy to read design.   The thickness of the stem of the “a” is the same through out the logo.  I thick that the designer also used repetition in the logo because the counter of the “a”, “b” and open counter of the “c” are all the same measurements and if you look at the black circle of the logo, it seems as if he use the counters of the letters as a repetition only enlarged.  The negative space between the “a” and “b” are the same than the negative space between the “b” and “c”.

There is only a part of the interesting design world of the International Typographical Style.