ITAP Lecture 1- Connectivity

The Notions Of Originality- 

Throughout the history of art and design, artist have plucked as many ideas as possible from the past to improve their own work. This has been done to such an extent, that now it is next to impossible to create a piece of original work.

Lilya Brik (1924) by Alexander Rodchenko

Franz Ferdinand, "You Could Have It So Much Better" Album Cover

The intention of the two pieces of work are similar as they aim to improve their image and saleability. Rodchenko's piece of work is a poster including an image of actress Lilya Brik Shouting the word "books". The poster was designed for the Russian publisher Gosizdat as a marketing tool for their brand. The Franz Ferdinand version is used as an album cover to promote the new record.


In both cases there are visual elements to help the viewer understand the piece, with the most telling signs being the text used. With Rodchenko's piece he is conveying the publisher with the word "books" and the album cover uses the bands name. Also, with this being illustrated as the words being shouted, it helps to get it across to the viewer in a much more prominent way. 


The means of delivery are both very different due to the fact techniques and medias used now are much more advanced than those used in 1924. Although that doesn't that the outcomes are of any less quality. In Rodchenko's case, he has used bright block colours to allow the piece to stand out from the crowd with the text and rigidness being classic Russian constructivism. The album cover looks to be more digital which takes away a certain element that the Rodchenko piece has, although still conveys it message effectively.


Can Recontextualised Ideas Be Contemporary-

This section discusses whether it is possible to take something from history and make it relevant in today's culture.

Che Guevara (1960)

Shepard Fairey

Above is an image that has been taken from a point in history and adapted to be contemporary. In this case, the artist Shepard Fairey refers to the image of Che Guevara as a method to convey the point he is trying to get across to the viewer. Fairey's works are extremely orientated around politics and the idea of peace. With the use of Guevara, he is instantly showing his intention by creating a comparison between his own brand and one of the most iconic figures of the 20th century. By creating this juxtaposition, he can portray his point quickly and effectively. 


Due to the stature of Guevara in today's popular culture, it is difficult to pin point a certain type of audience. Therefore it is easy to understand why Fairey has taken this image and evolved it into his own. Due to the fact that the piece is some what political, he wants everyone to understand the message. With the use of Guevara he can increase the range of his audience greatly because of the subconscious link between the two. Therefore the piece then achieves its goal by relaying to as many people as possible.


The Graphic nature of this image makes it is easily understandable due to the amount of elements incorporated into the piece. With the Guevara image being the main, the second most important sign is the text used, as this underlines its intentions. The word "GIGANTE" translates into "GIANT" which relates to the brands name "OBEY GIANT". As well as this, the use of "viva la posse" can once again indicate that the piece is political. Within this use of text, it creates a thought process to help the viewer understand the meaning of the the piece. The fact that it is Spanish strengthens the link with Guevara and once again improves its standpoint.