SAHT1101 Lecture Notes - Lecture 5: University Of New South Wales, Corporate Identity, Water Bottle
12 May 2018
School
Department
Course
Professor
28/03/17 UNSW notes | SAHT1101 Monique Munro
1
Contemporary creative practices
Aesthetics
SAHT1101 Tutorial
Asking Questions
• In relation to this eeks leture slide, ..e all hae to e ritis o too, What a
we do to become better critics of our own work and others?
What makes an object attractive?
• Comfort
• Style
• Environmental impact (The aesthetics of environmentalism in branding and products
draw your attention)
Aesthetics
• Macs
• Pens
• Water bottle
- Factors in decision (eg, what looks the
nicest? what can it do?, is it effective? Is
there a story attached to it?)
- Aesthetics is not how it used to be, is now
entangled with our own subjectivity. Not
an abstract point of inquiry
Levis Jeans commercial revolution Levi’s America Go Forth Commercial)
• The interaction between cultural practice and society/ politics
• Relating to American National identity
• Trying to connect brand to nation (Nationalism)
• Visually, beauty has been achieved (BUT does not end there. Need to relate this back
to the real world)
• Communicates and highlights ideas of America, romanticises patriotism, nationalism
etc, (A distraction from real world engagement. Eg, Levis does not care about its
workers conditions)
• Advertising art
Visual break down of the Commercial
• Fireworks → 4th of July
• High rise building→ Corporate image
• Girl in wheat fields → Childhood nostalgia
• Hard working physical labour → America as the production of the world
• Music → Grudge usi 99s Seattle
- Flannels: Lumberjacks outfit, ripped jeans associated with Grunge (Put out of
work) Boeing (airplanes) went overseas, Ipat o Seattles eooy, refletio
of the young people, angry, sounds unfinished, unprofessional
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