Bibliography (so far)

I've hit a point again where I feel like my research is so broad, and I need to narrow it down again, as well as make some alterations to my title. I'll admit I haven't been on the ball with recording my quotes and references; they are all scattered about on various pieces of paper and in random sketchbooks, so I've made a document to keep everything in one place.

My project is going around in circles. I have to have 3-4000 words by Thursday, as well as having a practical peer review on the same day so understandably I'm super stressed!! Here is my bibliography so far (pasted in from word document):

The Doctor Who Gave Up Drugs. 2016. BBC One. 15 September, 21:00

Blythe, J. and Blythe, P.J. (1997), The essence of consumer behaviour. Hemel Hempstead: Financial Times Prentice Hall.

Maslow,A. (1954), Motivation and Personality. Harper and Row, New York. (p35)

• Hierarchy of needs (fig.1)
• “Even if all of these needs are satisfied, we may still often (if not always) expect that a new discontent and restlessness will soon develop, unless the individual is doing what he, individually, is fitted for.”

Herzberg,F. (1966), Work and the Nature of Man. Collins, London. 

• “He found that factors such as fair pay for the job, reasonable working conditions and a good relationship with the boss were basic to staff contentment, but that more of these things would not motivate staff to perform better”
• “Translating this into consumer behaviour, some factors in a purchase are basics that every buyer would expect.”
• “Hygiene factors tend to be common to most consumers, whereas motivators are specific to segments and subgroups”.

Skinner,B.F. (1953), Science and Human Behaviour. Macmillan, New York.

• “Rewards can be obtained only by following a specified course of action, whereas there are usually many ways to avoid pain”.
• “Burris F. Skinner demonstrated that rats could be taught to push buttons in complex patterns in order to obtain food, and could also learn to avoid electric shocks, but the rats were inventive in the way that they avoided the shocks”.
• “One way that marketers can use pain avoidance in motivation consumers is by modelling. This is the process whereby consumers are shown the negative consequence of a given action through an actor who acts as a model”.

“People create and project images of themselves to other people; these images are called roles.”

“Role playing behaviour is natural. People don’t consciously change their accents movements and statements to fit in with those around them”.

“Conferred status within the group”

“Status is merely that of being accepted within the group, which fulfils the need to belong”.

“Personality is the collection of individual characteristics that make a person unique, and which control an individuals responses to and relationship with the external environment.”

“Subordinate processes; attitude, motivation and perception”

“It is the system that governs behaviour rather than the behaviour itself”.

Freud

“In simple terms, the id acts like a spoilt child, demanding instant gratification regardless of consequences; the superego acts like a stern parent, urging self-restraint and devotion to duty; and the ego acts like a good lawyer, arranging compromises and settlements between the two parties which will not lead to bankruptcy.”

Foxall,G. (1980), Consumer behaviour, a practical guide. Routledge, London.

• “Of all the personality concepts which have been applied to marketing, self-concept has probably provided the most consistent results and the greatest promise of application to the needs of business firms”.
• Self-concept has an important role to play in understanding consumer behaviour,since people will buy products which contribute to the self-concept.
• Essentially,people project a role and this is confirmed (or denied) by the people around them.
• Self-concept is a learned construct
• Children tend to look for role-models to imitate
• “Children can be crushed by a denial of the role being projected”.
• “Achieving the ideal self is very much about getting appropriate applause and critical acclaim, so that we know whether we are getting it right” (Snyder 1974) 

MacNulty,W.K. (1985), ‘UK social change through a wide-angle lens’, Futures, August 1985

Senior,M. and Viveash,B. (1998), Health and Illness, Macmillan Press, London.

FloraProActiv. (2014), How a Village Lowered Their Cholesterol in 3 Weeks. [online].[accessed 19.10.16]. Available From https://www.youtube.com/watch?v=iv8MZKevWW8 

Barefoot,C., Burtenshaw,K. and Mahon,N. (2011), The Fundamentals of Creative Advertising, AVA Publishing, UK.

Crow,D. (2010), Visible Signs; An Introduction to Semiotics in the Visual Arts, AVA Publishing, SA.

• “illustration is undoubtedly hugely versatile and offers a variety of styles and genres to choose from”
• “Buying into a particular style of drawing can perfectly reflect the values of the product or brand being advertised and can be used across the various media that make up the campaign”
• Illustrators… “in the belief that they can add new dimensions to the concept”
• “Selecting the right execution for print-based ad campaign is an important part of the production process, at this point the concept will come to life” (102)
• Banardos sofa/toilet (image 108)
• “Go further to develop a sense of empathy, if possible put yourself in their shoes to see the product you are advertising or the issue you are promoting from their perspective”
• “Only when you can convince your audience that you understand their problems, issues or viewpoints will they start listening to what you have to say”.

Barnett,R. (2014), The Sick Rose or; Disease and the Art of Medical Illustration, Thames and Hudson Ltd, London.

In the next few days I need to try to make a clearer plan to figure out where things are going and make the best attempt I can to execute it. As well, I need to advance on my practical investigation which I feel has got off to a positive start. I am mindful of this 'slump' period and am mindful of the actions I need to take to not let everything get on top of me!

Tutorial Two

I needed todays tutorial to gain some guidance about the direction of my project, as there are so many avenues and loose ends to tie up that I am struggling to connect together in a straight forward direction. I tried to visually make sense of what I wanted to find out by scribbling down these diagrams to highlight connections of theories and how to integrate different areas of investigation.

Where am I up to?

• Attended sustainability symposium
• Attended love arts conversation
• Both made me think about designing for social change rather than focusing in on mainstream advertising?
• Considering sustainability as an 'end goal?'
• Analysed language and imagery used within above-the-line advertising methods
• Further studied Eleanor Snare's presentation on ikigai and perception of self
• Further studied Steve Connor's area of expertise which is 'ethical advertising'
• Looked at theorists including Maslow, Herzberg, Freud and Skinner on the topics of motivation, self-perception and pain avoidance

What I wanted to gain from the tutorial:

• Need to tie up all of the loose ends
• Advice on theorists to look at
• Pin point an argument, what am I trying to find out?

Points Discussed

• When I spoke to Steve Conner at the symposium he said that illustration is becoming more of a popular tool within advertising as opposed to film and photography which seems to have 'run into the ground'- WHY is this?
• Why do we use illustration in certain circumstances? What is it about?
• It's universal, approachable and can communicate complex problems using semiotics
• What is the relationship between self idealisation, advertising and illustration?
• Discussed images used to advertise smoking (50's/60's) and campaigns against smoking (90's onwards)
• Using ethics to communicate so it is easy to understand

Pete picked up on the maps I had drawn out (above) and saw that as an illustration within itself, similar to an info graphical image. He highlighted the connection between self idealisation, advertising and illustration as a sort of self contained triangulation to be further explored, which made a lot of sense!

Instead of looking at illustration as a tool, he advised me to look at the empathy and emotion involved in using children and children imagery within advertising, and the higher impact that it can have on a mass audience. 

DING DING DING WE HAVE HIT JACKPOT!

This approach ties in everything that I have been looking at in an interesting synthesis which I am excited to properly explore now. I have a fair bit of catching up to do in terms of blogging and recording my research, as well as starting my actual essay, but now I have a focus then things should hopefully move along a little more quickly.

Persuading From a Child's Perspective

One of the potential angles that I am thinking of taking in approach to my research is looking at issues from a child's perspective. Having that element of naïvety from children creates a stronger emotive and empathetic response from the audience. This is something that I touched on a few weeks ago when looking at the stickers drawn by children saying,'my daddy gave blood today' as well as the road safety signs designed by children. The rawness and energy in their hand drawn images 'is what it is' in all its honesty. 

I finally started to record and experiment with drawings in my sketchbook after having fear of the blank page since I started the project. Reverting back to one of my original topics of interest, 'developing awareness for prescription drug abuse', I tried to imitate the drawing and thinking style of a young child being exposed to prescription drugs.

I then had a flashback of nostalgia from the days when I was given a spoonful of calpol whenever I felt under the weather. I used to absolutely love the taste of calpol like so many thousands of other infants. I vividly remember telling my Mum that, "I wished I could drink it all the time", to which she gave me a stern warning of how poorly it would make me if I drank too much calpol. That was the first time that I became aware of the dangers of prescription drugs.

In the process of illustrating this statement, I realised that this could be the start of a sort of synthesis. The type of approach above could well be used to advertise children's medicines, both visually and combined with the use of language. Like I mentioned above, honestly quoting children's expressions is a very powerful tool in advertising, due to the fact that they don't have the urge to filter out any politically incorrect expressions in the same way that adults do.

Additionally I had a look at how children, as well as some ideological images were used in early adverts to persuade people to smoke cigarettes, and later images campaigning about the adverse affect smoking can have on the smoker and those around them.

• (1-2) Using child's handwriting and images that are associated with scaring children is really harrowing and un-nerving
• (3) 'Smoking kills' label format to express the child's thoughts, as well as implying that the child is smoking too (second hand smoke)
• (4) Graphic visual metaphors of children being suffocated by cigarette smoke. Weapons are represented in the form of smoke to reinforce the severity of smoking, i.e., strangulation and suffocating from a plastic bag blocking airways
• (5) Idealisation. Pretty white girl applying makeup and jewellery, replacing lipstick and necklace with cigarettes
• (6-7) Children being used to sell cigarettes!! What the hell.
• (8-9) Trust. Quoting a medical professional's advice on the product is more likely to urge a consumer to make a purchase.
• (10) Idealisation, 'do you want to be happy-go lucky'? The girl in the advert clearly meets this criteria, persuading others that if you smoke these cigarettes you will be as happy as she is.

I think I am on to something here! I will discuss this tomorrow in my tutorial with Pete, and try to find some way that I can tie all of the loose ends up with my research so far and create a clear pathway in terms of further research and development.

Queries/Essay Plan Attempt

Question(so far)

To what extent does illustration and visual communication within commercial advertising form our understanding of personal healthcare and our drive for self-idealisation?

Indtroduction

What am I actually trying to find out?

What sorts of approaches used in visual language are more likely to change the audiences behaviour?

Do hand made methods of image making contain a higher level of sensitivity when communicating with an audience?

Is advertising from the perspective of a child more emotive/effective?

Why is this important?

Positive change in behaviour can create a more sustainable level of good health, which can result in a more sustainable future? Also to find areas of successful advertising that could be used to raise awareness of other issues within society.

Overarching Question?

What is good? To what extent does social responsibility impact on the role and function of illustration?

Methodology?

• Looking into issues from a child's perspective and recording the level of effectiveness in reaction
• Reading texts on designing for social change and consumer behaviour to find appropriate theoretical models
• Interviewing relevant people about how imagery is used to persuade
• Exploring empathy and emotion through image making process

I have a rough sort of idea of the framework for my introductory paragraph, I am just struggling to think of where I can reference any scholars. Maybe this is an indication that I need to look at more theory! 

Practical Proposal-First Draft

During the workshop delivered today by Fred, we were required to fill out a blank brief form for a COP practical. This completely threw me off because I'm so stuck with the direction in which my research is going that I haven;t even thought twice about what the practical element is going to look like?

So this is the first thing that came into my head, following a lot of positive encouragement from Emily who evaluated the brief for me! I know that I need to make a lot of changes, which will come as my research develops too. This is something I will discuss in my tutorial with Pete on Tuesday.

Symposium: Expanding Communities of Sustainable Practice

Today I attended the Sustainability Symposium at college to broaden my knowledge about the topic as a whole and potentially to gain some inspiration for my COP studies. The notes I have made have a strong relation to changing consumer behaviour, which was really helpful in connection to my research topic, but also introduce this idea of sustainability, which I could explore further within my research.

Keynote Speaker: Steve Connor, Creative Concern

• He believes that global advertising is basically 'selling shit to sleepwalkers', therefore his specialist field is creating ads for good causes through reclaiming creative communication
• Biggest influences include the adbusters, and Antonio Gramci
• Previous works include being campaigns director for Britain's Vegetarian society; created shocking adverts e.g. "its much easier to cut out meat" in relation to removing cancerous tumours (unfortunately I couldn't find an image of the ad)
• Sustainability is the largest drive within his practice

Some of Creative Concern's clients:

• ASDA
• BBC
• Forestry Commission
• NHS
• University of Manchester
• UNESCO

Examples of work: Focus-Behaviour Change

• Student switch off
• Fast lane/fat lane (fig.1)
• Instillations
• BBC North campaign
• Leeds Uni Sustainability Website (fig.2)
• MAG
• Foster Care
• Brockholes nature reserve
• Green heart hospital energy
• Tourism campaigns
• Manchester city of trees
• Call of nature (sewage)

Fig.1

Fig.2- IT'S ILLUSTRATED!!!

European Network:

• Brussels: Springtime
• Rome: Silverback
• Berlin: Tipping points
• Copenhagen: Goodvertising
• Istanbul: Myra
• Paris: Sidiese

#wearetheclimategeneration

Approach:

• Use of happiness
• Avoiding guilt as it 'shuts people down'
• Implying intrinsic values
• Establishing a common concern to change peoples minds

That was just a basic summary of the talk given by Steve earlier, which was brilliant. I introduced myself to Steve in the cafe afterwards and asked him a few questions regarding the devices in which were most effective to change consumer behaviour.

Mini-Interview

Do you base the structure of your practice and the company as a whole on any traditional theories/theorists? If so, who and why?

We mainly structure our company on the foundations of good values, as that is the core principle of our ethos. To name a few, we appreciate the theories of Chris Rose from his website www.campaignstrategy.org as well as Simon Anholt's theory about the 6 P's of place branding.

What are your most effective methods of research?

Focus groups are a brilliant way to discover what works, and what doesn't work. Engaging closely with the specific communities that we are designing for gives us a clearer insight into how we are going to tackle the problem visually. Also, have a look at the Cabinet Office's reports on behaviour (gov.uk) 

How do you view illustration as a tool to persuade certain groups?

Illustration is becoming more and more popular within advertising. A lot of directors feel as if they have exhausted every area of using photography and are going back to traditional hand crafted routes as a medium to sell products and raise awareness. For example, we are working on a national campaign to recruit GP's, as there is a national shortage. We have decided that including narrative in the form of comic book illustration will add more value than just dragging in a stock image of a doctor.

____________________________________________________________________

After speaking to Steve, I attended parallel discussion to do with how sustainability can be introduced into the curriculum and methods of learning, as well as a live Skype conversation with professor Terry Irwin about transition design. All of the speakers reflected upon the importance of understanding interconnections of systems within long horizons of design, and how partaking in small projects and collaborating with designers from all disciplines can form a successful piece within a large intervention.(Notes are included towards the end of the post)

The second speaker that I really took not of was Eleanor Snare, a business marketing consultant from the University of Leeds. I have written a more detailed post on my thoughts from her talk on my linkedin page, but I was really inspired by her talk on sustainability within personal careers. She talked about a Japanese concept called an 'ikigai', which translates to 'the reason for being', i.e. what makes us get out of bed in the morning and what is our ultimate driving force in life to achieve a sense of self-fulfilment. 

A lot of what Eleanor talked about related to my research into self-idealisation, and achieving a level of self actualisation at the top of Maslow's pyramid. This talk sparked an episode of self reflection and re-evaluation of a few personal theories, as well as research theories. Here are some notes that I took:

• More students than ever are accessing mental health services due to stress
• David Harvey (2010) 'increasingly individual isolation, anxiety, short-termism and neurosis'
• Job- money and power (not fulfilling/sustainable)
• Kigali: finding meaning in life
• Employment should be about preserving and developing HUMAN CAPITAL, not just about economic gain
• Long term affects of sustainability eradicate an essence of 'repayment'
• Much more holistic, new paradigm to look at work
• Work isn't just simply to make money; look at what you need to live and evaluate finances from that point
• Human capital- broader, more opportunities because it is self-fulfilling
• Hedonic pleasure
• Udaemonic pleasure- it never meets its limit and is much more sustainable
• Education systems prioritise linearity, managed perceptions acceleration
• Isolations are a big killer
• We need peer and community support
• Model sustainable behaviour (teachers)
• Be aware of pastoral care
• What do you want to achieve

Conclusion

I'm so glad that I went along to the symposium today, it has broadened my prospective on how creativity and design can have a positive impact on sustainability as a whole as well as from a personal point of view. It has given me a lot to think about in terms of the direction of my research too, whether to work towards achieving a sustainable future through illustrative processes? I will have a good think about this before my next tutorial on the 25th October, where I will have (hopefully) come to a conclusion about the direction in which my research is taking.

Thinking About a Practical Response

To be honest, I haven't really put that much thought into what I might produce for a practical response to my research, mainly because I don't really know where on earth my research is going...

I think that my project is probably going to be driven by research, rather than driven by a practical investigation, as I feel more confident working in this way.

At the moment, I am really interested in medical/educational illustration, so I just had a quick look on Pinterest to see what already exists in this field.

Rachel Ignotofsky

• Educational and playful illustration
• Beautifully crafted diagrams of the bodily systems
• Could be used in teaching within schools?

 Domenic Bahmann

• Photographic editorial approach
• Plays on social issues today; such as decreased human interaction, due to rise of social media
• Really clever, I like the medicine packet concept

 Pui Yan Fong

• Really interesting editorial based on the concept of taking medicine
• Suggests themes of being dependent/trapped/consumed/isolated by taking medicine, I like this!!

So it was only a quick look, and I need to do more research, but it has given me a lot more scope into the different concepts within illustration in relation to medicine and the human body.

Tutorial One

I went into today's tutorial feeling super apprehensive because my research to date is still so broad. However throughout the tutorial I started to notice that there was some sort of structure beginning to form.
Reading over Maslow and Herzberg's theories to do with motivation over the past few days helped me to understand why people take certain actions in terms of setting personal goals and responding to stimuli.

Things we discussed:

• TITLE:(initial) How illustration can be used as a persuasive device to create awareness about personal healthcare/ (updated) How illustration/visual communication within commercial advertising form out understanding of personal healthcare and our drive for self idealization
• Public awareness
• Advertising health-flora pro active
• Idyllic imagery/brand association/children activity
• Compare the communication early examples with todays-has anything changed?
• Consumer behaviour- Jim Blythe
• Behaviour theories- pain avoidance
• Maslow/Herzberg
• Quackery

Things to do:

• Create links between the NHS and private public awareness imagery
• Modern comparisons with medical healthcare
• Looking at smoking ads- idealisation
• Advertising health- flora pro active
• Medi-facts adverts
• Semiotics
• Practical: proposed exhibition-curation? Rebrand- non-commercial experimenting with signs and signifiers - info graphics - interactive
• Print/ hand made in advertising=quality/human touch/communicate empathy- awareness

For next week:

• Identify four theorists
• Collect contemporary articles examples
• Fill in practical proposal
• Chapter structure
• 1000 words of first chapter

Personality and Perception of Self

After researching our needs as individuals, I read further into how we perceive ourselves within wider society and different types of personality. Different personality types approach, react and reflect on things in alternative ways and it is important for marketers to understand how these work in order to persuade or sell to an audience in a utilitarian method.

“People create and project images of themselves to other people; these images are called roles.”

“Role playing behaviour is natural. People don’t consciously change their accents movements and statements to fit in with those around them”.

“Conferred status within the group”

“Status is merely that of being accepted within the group, which fulfils the need to belong”.

“Personality is the collection of individual characteristics that make a person unique, and which control an individuals responses to and relationship with the external environment.”

“Subordinate processes; attitude, motivation and perception”

“It is the system that governs behaviour rather than the behaviour itself”.

Freud

“In simple terms, the id acts like a spoilt child, demanding instant gratification regardless of consequences; the superego acts like a stern parent, urging self-restraint and devotion to duty; and the ego acts like a good lawyer, arranging compromises and settlements between the two parties which will not lead to bankruptcy.”

Foxall,G. (1980), Consumer behaviour, a practical guide. Routledge, London.

• “Of all the personality concepts which have been applied to marketing, self-concept has probably provided the most consistent results and the greatest promise of application to the needs of business firms”.
• Self-concept has an important role to play in understanding consumer behaviour,since people will buy products which contribute to the self-concept.
• Essentially,people project a role and this is confirmed (or denied) by the people around them.
• Self-concept is a learned construct
• Children tend to look for role-models to imitate
• “Children can be crushed by a denial of the role being projected”.
• “Achieving the ideal self is very much about getting appropriate applause and critical acclaim, so that we know whether we are getting it right” (Snyder 1974) 

Real self: The actual, objective self, as others see us. There is a problem with this definition, since other people never know the whole story. This means the 'real' self may be other than something than the face shown to the world.

Self-image: This is the subjective self, as we see ourselves. Self-image is likely to differ radically from the real self, but to an extent this is modified over time because of feedback form others. We modify our self-image in the light of reactions from others.

Ideal-self: How we wish we were; this connects to the self-actualisation need that Maslow identified. This self is often the one that provokes the most extravagant spending, as the individual tries to make up the gap between self-image and ideal self.

Looking-glass self: The social self, or the way we think other people see us. This does not always coincide with the way people actually see us, since we are not able to read minds. Feedback from others will be constrained by politeness or by a desire to project a self-image on the part of the respondent, so we are not always aware of what other people really think we are like.

Senior,M. and Viveash,B. (1998), Health and Illness, Macmillan Press, London.

Theories of Motivation

Blythe, J. and Blythe, P.J. (1997) The essence of consumer behaviour. Hemel Hempstead: Financial Times Prentice Hall.

Drive, Hedonism and Motivation

• Motives should be distinguished from instincts. A motive is a reason for carrying out a particular behaviour; not an automatic response to a stimulus.
• Instincts are pre-programmed responses which are inborn in the individual and which are involuntary.
• Consumers are motivated by a desire to satisfy their needs.
• Human beings are complex creatures whose needs go beyond the merely physiological.
• Utilitarian needs lead the consumer to consider the objective and functional attributes of the product
• Hedonic/experiential needs lead the consumer to consider the subjective, pleasurable or aesthetic aspects of the product
• Drive is the force that makes a person respond to a need. It is an internal stimulus, and is caused by the drift from the desired state to the actual state. It is usually felt as tension, or restlessness.
• Motivation should not be confused with avoidance. Adverse outcomes (pain or undesirable effects) will not necessarily lead to a positive behavioural activity: in other words, threatening somebody will not necessarily make them do what you want them to do. Example: £50 seatbelt law; a lot of people held it across their chest to avoid being caught by police, thus driving with one hand lead to more accidents and injury.
• Avoiding pain: Burris F.Skinner (rat experiment)
• Marketers can use pain avoidance in motivating consumers by modelling; which is the process whereby consumers are shown the negative consequences of a given action through an actor who acts as a model
• Hedonism is the cult of pleasure. In terms of consumer behaviour, it concerns those areas which attach the fun of owning something.
• Examples include popping the foil seal on coffee jars, the turquoise colour on heinz beans contrasting with the bright orange etc. Many of these hedonic aspects are deliberately added at the design stage

Goals, Uncertainty and Post-Purchase Dissonance

• Drive-internal and pushes the individual
• Goal-external and object to which a motive is directed; goals pull the individual
• Goals-concrete or abstract
• Hierarchy of goals-marketing aimed at subgoals; designed to interrupt the goal satisfying process

Maslow's Hierarchy of Needs

Maslow hypothesised that needs would need to be met in a specific order of importance; the lower needs will need to be met before the higher needs.

Herzberg's hygiene and motivators

Hygiene Factors: Tend to be common to most consumers. Basic needs in the workplace such as fair pay, reasonable working conditions and a good relationship with the boss.

Motivator Factors: Such things as the esteem of colleagues, deserved praise from the boss and promotion. These tend to be subjective.