Lecture 5 Reflections: Dada, Cut Up & Collage

According to the lecture, Dadaists used collage and ‘found’ materials as a central focus in their work, recognising the potential for juxtaposing images in startling and violent ways as a means of highlighting the perceived irrationality of modern life and responding to the horrors of war.

Many aspects of their style, technique and aesthetics were borrowed from Futurists, in particular the art of typography. The Dada publications established the movement's visual identity, and its strong design signature, with a rebellious nature of Dada.

Essentially, Dada was the first conceptual art movement where the focus of the artists was not on crafting aesthetically pleasing objects but on making works that often upended bourgeois sensibilities and that generated difficult questions about society, the role of the artist, and the purpose of art.

(In Progress)

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Magazine Research: i-D Magazine

Image Reference: Pinterest. (2017). Retrieved from: https://i.pinimg.com/736x/6a/ec/c8/6aecc8b092db181b7b12b75ddf76128d--id-magazine-magazine-covers.jpg After researching on several magazines, I decided on i-D magazine as the choice platform for my advertising sequence project 1B. As mentioned in the previous blog post for brand research, I think advertising on a magazine for Modcloth wouldn’t be out of line with their offline expansion plans. I had certain criteria for the choice of the magazine, namely: The target audience must fit well with the target market for Modcloth I wanted the magazine to have a presence outside of United States, as I thought it’ll be interesting for Modcloth to extend its reach outside of its typical American audience Magazine imagery should also be preferably consistent with that of Modcloth’s I also preferred a non-mainstream magazine. I didn’t care much for whether it’s a lifestyle or fashion magazine, because I think advertising on e...

Tutorial 1: Constructive Critique

Image Reference: Evarisitti, M. (2001). Helena . Retrieved from: http://artelectronicmedia.com/artwork/helena-by-marco-evaristti Mario Evaristti Helena 2001 Goldish, Moulinex Optiblend 2000 Mixer Mixed Media Installation In today’s tutorial, we had each brought a piece of artwork/design for the constructive critique exercise. Helena is an art installation from the early 2000s and even though some time had elapsed since I first saw it in a class back in Junior College, it’s still a piece that is very much etched in my mind (maybe because of the shock effect that it had. I’m still not over the trauma. I kid.) Response A goldfish. And a blender. Doesn’t quite sound like complementary things, or in facts words that you would even place together in a single sentence, but prolific contemporary artist Marco Evaristti managed to. Consisting of mundane household items – a blender, a household pet like the goldfish – confusion and disbelief will set in once you realis...

Project 1B

The final product for 1B, in correct viewing order This advertisement sequence is meant to market Modcloth in i-D magazine. More so than Project 1A, Project 1B really seems like a culmination of all the learning, research and hard work over the past 10 weeks because it utilises not just the knowledge and skills gleaned from previous classes but also the images we have created from the tutorial classes. Inspiration A dark and macabre twist to the original tale of the Little Mermaid . Image Reference: Light, M. (2017). The Lure Review . Retrieved from: http://horrorfreaknews.com/lure-2017-review I had a spark of inspiration after watching The Lure (2015) – Polish filmmaker Agnieszka Smoczynska’s unconventional take on Han Christen Andersen’s classic fairytale, The Little Mermaid. I had caught it during a film festival at the National Museum some weeks back and was inspired by not just Smoczynska’s spunky characterisation of the titular character (a cannibalistic m...

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