Cop 3 Proposal

Joseph Turner
OUGD501
Studio Brief 03
Introduction

Question 5: To what extent does Aesthetic Style reflect the context,

audience and/or function of contemporary Graphic Design?
This question can allow a broad investigation into the role of graphic design within film. There are many aspects
of graphic design within film and their visual style can be analysed to understand how they reflect the audience
or content. Every film works towards an aesthetic style which will attract its target audience, serve as a narrative
tool or to fit a certain genre. A deep analysis of the audience will be key to analysing what aspects of film depend These 5 quotes can be used as evidence for this investigation
on an aesthetic style. An investigation into the aesthetic style would also reflect the content and the function of
the film in its theme. A popular trend is in the use of visual effects which will also reflect a certain audience. There -Deconstructivism does not want to demolish, decompose or destroy a buildings structure by attacking it from the
are so many aspects of graphic design in film that have any purpose and the opportunity to analyse audience, outside. Such a strategy produces a decorative aesthetic of danger, but no sense of genuine, concrete threat.
their demographic, beliefs and interest. Graphic design plays a role in the production design of props and setting, (Poynor, R)
the opening credit sequences, promotional material, a majority of the consumer products as well as branding in
studios and production companies. There is also a history of graphic design in film that can be investigated to for -The Bauhaus aesthetic of clean and simple lines, circles, and squares was easily adapted to the needs of
an even greater understanding of graphic designs role in the film industry. American corporate advertising, projecting an image of capitalism that was modern and forward thinking.
(Bass, S)

- What has happened is that aesthetic production today has become integrated into commodity production
generally: the frantic economic urgency of producing fresh waves of ever more novel-seeming goods (from
clothing to airplanes), at ever greater rates of turnover, now assigns an increasingly essential structural function
and position to aesthetic innovation and experimentation. (Jameson, F)

-...Social concerns and aesthetic needs once again come together in an interrogation of the ideology of the stable
family unit and of the build as the vehicle of referentiality. (Hutcheon, L)

-The aesthetic strategies and genre reworkings of Altman and Peckinpah, for instance, exemplify a 1960s
modernist sensibility. (Dika, V)
There are 5 relevant subject matters that can be explored, including:
-Films that focus on production design to attract an audience
-How film titles and credits represent the content of the film
-How production design creates a mood or theme within the film
-How film promotion attracts the target audience
-The trends in visual effects in films
 The following 5 images can initiate visual research

These 5 academic sources can be a good start to investigation including

-No More Rules: Graphic Design and Postmodernism, Rick Poyner, 2003
-Saul Bass: Anatomy of Film Design, Jan-Christopher Horak, 2014
-Postmodernism, or, The Cultural Logic of Late Capitalism, Frederic Jameson, 1991
-The Politics of Postmodernism, Linda Hutcheon, 1991
-Recycled Culture in Contemporary Art and Film: The Uses of Nostalgia, Vera Dika, 2003

These 5 online resources can also benefit investigation

-Annie Atkins and the Secret World of Film Graphics
https://www.designweek.co.uk/issues/23-29-march-2015/annie-atkins-and-the-secret-world-of-film-graphics/

-The Graphic Designer Behind Wes Andersons The Grand Budapest Hotel
https://qz.com/348179/the-graphic-designer-behind-wes-andersons-the-grand-budapest-hotel/

-Explainer: what is production design?

http://theconversation.com/explainer-what-is-production-design-24062

-Meet the Duo Behind the Graphic Design Wizardry of Harry Potter
https://www.fastcodesign.com/1672934/meet-the-duo-behind-the-graphic-design-wizardry-of-harry-potter

-8 things you didnt know about design for film

http://www.creativebloq.com/graphic-design/8-things-you-didnt-know-about-design-film-21514286
These 5 contextual references can be investigated into:
-Film
-Television
-Promotion
-Visual Effects
-Animation