In this session we were split into groups:
We were given a copy of the First Thing First manifesto from 1964 and asked to explain the points also giving a bit of context of the year.
Context of around 1960's
> Advertising coming of age
> Mastered the language of T.V.
> Advertising reflected a trend towards innovation, sophistication and a growing youth culture
> Old attitudes towards war, race, gender, age, tradition and authority challenged.
> Young people protested against the materialism, consumerism, capitalism and conformism of their parents generation.
Points from the Manifesto 1964
> We are presented with the idea that advertising is 'the most lucrative, effective and desirable means of using our talent'.
> But there are better things that we can use our skill and experience to promote out trade, education, culture and greater awareness of the world.
> Reconsider priorities of the more useful and more lasting forms of communication.
> Design to benefit society - not trivial purposes
> More useful ways in which designers can use their skills
> National purposes - worthwhile purposes.
> Design to inspire
> Share opinion
> Design as education
> Revers priorities
Other groups explained the other version of the manifesto:
First things first 2000 - republished by adjusters
> Consumerism has developed, grown & the situation has got worse
> Change of tone - more pressing
> Anti consumerist
> Self perpetuating system
> Politicisation of the first text
> Redraft
> A call for action
> Charity/ education - Design activism
First things first (revisited)
> Consumer system developed
> Garland = political activist
> Synergy between advertising & design - lack of authority in design
> Still of relevance
> Style over substance - liking the look over the content
> Democracy
First things first critique
> Who could be against this.
> 'They've resisted manipulating the roles' (uneducated - it's easy for men of their stature to be ethical as they can afford it, they have loads of money).
> advertising for good or bad causes employ the same techniques & apparatus as advertising.
> Manifesto over emphasises the role of the graphic designer.
> 'Struggle for very future of humanity'.
> It's better to be apart of the consumer society so you can make a difference inside it.
> Manifestos are simple; life is complex.
> Meaning - a new kind.
> The manifesto is easy to understand but hard to execute.
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