Study Task 3 - Reading and Understanding a Text

"What is the role of print media in the digital age?"

Tone-of-voice - What can you deduce about the authors position in regard to the subject matter from their tone-of-voice?

The tone of voice in 'Meredith Davis - Graphic Design Theory' is neither biased to the subject of the text. The speaking voice is just stating facts, they are not saying anything that could come across as subjective to the reader. This makes the text very helpful as it is giving you understanding of what the subject is rather than a negative view or a overly positive view of a subject.   

5 Key points that the text makes.



5 Key quotes from the text.

"Technology left its mark on the audience's interpretation of images"

"Photoshop went from being the name of a software program to a verb referring to the digital alteration of images"

"Mobile phones have amplified our desire for connectedness over other communication media"

" But things changed when graphic designers found themselves in the digital world of interactive and networked communication" 

"Digital technology restricted the world of graphic designers and created new formal opportunities" 

Image Analysis

Empire Marketing Board - 'East African Transport Old Style' and 'East African Transport New Style'

The Uncle Sam Range (1876) Advertising Image by
Schumacher & Ettlinger, New York

Empire Marketing Board Images -

After studying the picture to try and see what it was representing, I came along the idea that it was propaganda for the British Empire and trying too show the world what England was done for the less economical developed countries; almost like a before and after poster. I feel as if the images are saying good and bad things about the people involved, in the old style poster its shows how they are leading themselves but because they are looking down it gives a negative message. And the when you compare that too the new style, the black people are still looking down but the white man is looking up, as if he is looking out for all of them and he is in charge. I have a feeling that what that is trying to show is slavery and the correlation between the photos is saying that how the used to do everything for themselves and now they have to do stuff for other people just to serve. When comparing the too images, you can see that the change in technology has massively increased, and the 'New style' is being emphasised more as its trying to say to people "look how far the empire as come" this is very shy form of propaganda to masses.

Schumacher & Ettlinger Image - 

This is an advertisement from 1876, the advert is selling the 'Uncle Sam Range Cookers' but no only is it just trying too sell the cooker, the scene from the advert is trying too sell you the 'american dream'. Almost saying that if you have this cooker your family will be like this, and that is what everybody wanted in those days it was trying to reflect the upper class. The patriotic imagery really helps too sell the product too, because if you look closely you can see that the three boys are representing American states and the clock in the background is show that its been 100 years of independence for the Americans. In this advert the type is also very bold and powerful looking, so it really trying too show off to the lower/middle classes saying that they need to invest in the 'Uncle Sam' because it will bring them what they can see. 

So how can there be a link between the three images? Both are showing gender discrimination, the first two images it was showing the women working, maybe going too get food and water snd then in the second image it shows men labouring away, as if to say women could not contribute. The last image also shows a similar theme with the women waiting on all the men/children as if to say that thats what she should be doing and the men should just sit an watch. It is interesting too see that in both because they are both from different times but they are still showing similar themes to the world.