Reflection: Looking Back ....

This assignment got this rusty former blogger to do just that, blog; which I just admit took some getting used to all over again. It has to be said that compared to what I had been used to, designing a blog has been made much simpler compared to writing and editing of CSS or HTML codes which was employed previously to design your layout and design of the blog.

Researching and posting for this module gave me an insight on the issues that relate to publication and design as a whole. Design is not only just about a picture, colours or decorative typefaces; ta good and effective design, regardless of its channel or medium is when pictures and text are able to work together thus forming and effective communication toll for audiences (Schriver, 1997).

Whether this blog will still remain and if this blogger will still carry on blogging once again is still left to be seen; all I know is that If I do carry on, I am glad i would not have a submission deadline for the next post.

References:
Schriver, K A 1997, ‘The Interplay of Words and Pictures. Dynamics in Document Design: Creating Text for Readers’, Wiley Computer Publication, New York.

Techterms.com, 2012. CSS,  viewed 14 May 2012, http://www.techterms.com/definition/css
Techterms.com, 2012. HTML,  viewed 14 May 2012, http://www.techterms.com/definition/html

Selling Sex: The Abercrombie & Fitch Strategy

One would have heard the phrase, 'Sex Sells', one time or another. Through the decades while a lot has changed in advertising and the media, the strategy of using 'sex' to sell or market a product is still present today.


From print to television commercials to out of home advertising, such representations of men and women in media outlets; seems to be accepted as a norm in today more liberal society. However there are still a number of audiences that begs to differ.


An example of racy advertising which created a controversy more recently here on our shores is the giant Abercrombie and Fitch billboard poster featuring a a topless male torso with his hands pushing down a pair of low slung jeans.  Sure the sexy ad created a buzz but with the positive almost always comes with the negative; complaints were made in the local newspapers about how the image was inappropriate, offensive and considering the varied crowd Orchard Road has, it was not suitable for kids to be viewing a semi nude male in such an open area. The issue of it being located at a busy intersection also sparked complaint of how it was distracting to drivers. The billboard that was up in June was taken down by October 2011.


Despite its removal, it has created enough buzz within a short time.Leveraging on the now removed controversial semi nude poster; A&F further hyped up their store opening with 40 topless male models lined up outside the store. The writer personally sees this as a part of their effective outdoor advertising campaign. The live topless men clad only in red sweatpants caused a media frenzy with every local news channel reporting on it and every local newspaper have had it featured in the couple of days that followed. 

By the time the store opened, queues were formed by people who just wanted to see what the whole buzz was about. They may walk into the store for the topless men but while they are in the store, they may end up walking out with a purchase. A&F was all about creating a huge media buzz to draw people in and it did that successfully. Sure it had used sex and objectification to generate most of the hype but one cannot deny the fact that using sex indirectly does generate enough interest that could possibly sell almost anything.

Giant Billboard outside Knightsbridge

Abercrombie & Fitch's Topless Male model lines the street

References:
[Abercrombie-and-fitch-opening-singapore], n.d. [image online] Available at: http://beautyfool.com/abercrombie-fitch-launching-in-singapore-objectifying-men-drama/ [Accessed 14 May 2012]  

nTan, J 2011 Yahoo News Singapore – MDA backs ASAS call to remove Abercrombie and Fitch ad, viewed 14 May 2012, http://sg.news.yahoo.com/abercrombie---fitch-advertisement-suspended-by-authorities.html

[Abercrombie Poster], 2012. [image online] Available at:  https://wiki.smu.edu.sg/1112t2is427g1/Abercrombie_%26_Fitch_and_SPAO [Accessed 14 May 2012]  

Typography & Design

Defined as the style, arrangement and appearance or a typeset matter (Merriam Webster, n.d); typography is fundamental part of the design of any publication be it on the web or in print. With print publications, typography is integral in magazines, newspapers brochures and practically everything else that is designed and meant to be read (Wheildon, 1990 pg 4).

Typefaces in typography refers to a set of characters or fonts used in a design.There are generally two basic categories of typefaces which are Serifs and Sans Serif. While Sans Serifs fonts are composed of straight lines, Serif fonts has a slight decorative mark at its ends which is aimed for ease of reading. Arial and Times New Roman are examples of Sans Serif and Serif typefaces (Webopedia, 2012).

Different types of print publication, different approach to applying typography is required in its overall design.  A tabloid newspaper may use a larger, brightly coloured fonts to be paired with an eye catching picture on its front page to catch the readers attention. In comparison, a business newspaper will probably use a more subdued font and employ less illustrations. Wheildon (1990, pg 6) highlights that good design is a balance between both function and form thus while an interesting picture or bright colours on a publication may attract the consumers attention; it would mean nothing if it fails to communicate its message. This would ultimately deter audiences to purchase the publication again.

It has to be understood that with design and typography, it is considered an absolute failure if typography contributes to a decline of a readers interest in a publication (Wheildon, 1990 pg 7).

                                                                Local Tabloid Newspaper 

                                                                                 (The New Paper, 14 May 2012)

References:

Merriam Webster Dictionary, 2012 ”Typography - Definition",  viewed 13 May 2012

http://www.merriam-webster.com/dictionary/typography

Wheildon, C 1990, ‘Communication or just making pretty shapes’, 3rd edn, Newspaper bureau of Australia Ltd, North Sydney.

Webopedia, 2012 ”What is typeface",  viewed 14 May 2012, 

http://www.webopedia.com/TERM/T/typeface.html