HAMDA AL NAIMI
hamda.alnaimi@yahoo.com
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PUBLIC REALM Designed by
Hamda AL
Naimi
Student I.D.: 02613886 Class: V.C. LAB, GR600 Semester: Fall 16
Academy of Art University Graphic Design, MFA
Replacing Outdoor Advertising
HAMDA AL NAIMI
hamda.alnaimi@yahoo.com
GRADUATE THESIS
1.
“Visual pollution is poisonous, because it kills the soul.” —Friedensreich Hundertwasser, Artist and architect
Hundertwasser was an Austrian artist and Architect, Known as “the doctor of architecture”. He treated buildings by decorating them in order to diminish the visual pollution of the environment. Using colors and art to transform buildings and create a better mental enviroment for people. SOURCES: Book: R., Pierre (2004) , Hundertwasser, The Fourth skin: The social identity and enviroment, Page 62. Germany, Taschen. Website: “Architecture”, Hhundertwasser Official Website. http://www.hundertwasser.at/english /oeuvre/arch/architektur.php
HAMDA AL NAIMI
hamda.alnaimi@yahoo.com
GRADUATE THESIS
TELEVISION
83%
MAGAZINES
50%
ONLINE
47%
NEWSPAPER
44%
RADIO
32%
NEWSPAPER
13%
2.
TV advertising still has the most impact on people’s buying decisions.
According to Deloitte’s fifth edition ‘State of the Media Democracy’ survey, 86% of Americans stated that TV advertising still has the most impact on people’s buying decisions making outdoor advertising the last one on the list. That’s a pretty powerful testament to the strength of television advertising. SOURCES: Survey: Deloitte’s fifth edition ‘State of the Media Democracy’ survey Website: Joel, Mitch, “What Type Of Advertising Has The Most Influence?” Six Pixels of Seperations. March 23rd, 2011. twistimage.com/blog/archives/ what-type-of-advertising-has-the -most-influence/
It also speaks to the many media pundits who extol the virtues of new media and the death of the 30 second spot without factoring in that we still have a global culture of people who much prefer to consume media than to create it. It’s something that Clay Shirky explains so brilliantly in his second business book). The report sheds some light into how deep the chasm is between traditional advertising and the newer channels as well.
HAMDA AL NAIMI
hamda.alnaimi@yahoo.com
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3.
“While we were making the film, a lot of people said, ‘Oh, I know there are a lot of ads but I don’t notice them.’”
—Gwenaëlle Gobé, Film maker
Gobé,explaining her inspiration behind the visual making of her documentary, “This Space Available”, in an interview with Ondi Timoner. Gobé is an award winning American documentary film director.
SOURCES: Interview: The Battle Against Billboards by Ondi Timoner with Director Gwenaëlle Gobé. https://www.youtube.com /watch?v=BVcDJQzk4rE
Having said that, during my midpoint event last semester. nine out of twelve attendees said that they were desensitized to public ads. Furthermore, 66% of the people who filled in my survey were not always aware of outdoor ads, unless pointed out.
HAMDA AL NAIMI
hamda.alnaimi@yahoo.com
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TRUTH
LIES
4.
“Advertising is the art of making whole lies out of half truths.” —Edgar A Shoaff, Entrepreneur.
An American entrepreneur and motivational speaker. Shoaff was President and Board Chairman of the Nutri Bio Corporation, a direct sales organization which sold vitamin, mineral, and protein dietary food supplements.
SOURCES: Book: Ted G. (2007), Forbes Book of Business Quotations. Website: “How You’re Manipulated into Buying Stuff You Don’t Want and PayingMore Than You Should.”, Time. http://business.time.com/2010/09/ 16/how-youre-manipulated-intobuying-stuff-you-dont-want-andpaying-more-than-you-should/
According to Time you’re suckered into buying expensive gadgets by way of “pricing decoys.” Ben Kunz at Business Week explains “In marketing, are products or price points that a business doesn’t really want you to take, but rather use as a reference to make another product look better.” Futhermore, The Sins of Greenwashing is dedicated to inform consumers about companies that are misleading regarding the environmental practices of a product or a service.
HAMDA AL NAIMI
hamda.alnaimi@yahoo.com
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5.
U.S. billboards would cover the surface of 60,000 football fields.
“I feel brands infiltrate our space, our privacy and our health without asking permission.” —Gwenaëlle Gobé. She’s a documentary film director, known for her film ‘This Space Available’. Billboards and commercial messages dominate the public space like never before. SOURCES: Documentary: This Space Available by Gwenaëlle Gobé.
Can we reverse this visual pollution? This Space Available looks at diverse activists from the worlds of advertising, street art, and politics. Influenced by the writing of her later father, Marc Gobé; Author of Emotional Branding).
HAMDA AL NAIMI
hamda.alnaimi@yahoo.com
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6.
Alcohol ads in neighborhoods
“That was not against advertising, it was about protecting the identity of the city and the image of the city.” —Marc Gobé, Author.
Author of Emotional Branding, expressed how he felt when his daughter and himself flew to São Paulo, Brazil to interview Mayor Gilberto Kassab about the Clean City Law.
SOURCES: Interview: Lehrer, Brian Live with Author Marc and Director Gwenaëlle Gobé. https://vimeo.com/31912968
Marc Gobe strongly believes that we dont’ have to hate advertising but rather protect our surrounding, our identity, and where we belong.
HAMDA AL NAIMI
hamda.alnaimi@yahoo.com
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COMMUNITIES
A LC O H O L A D S
LATINO
31%
AFRICAN AMERICAN
23%
CAUCASIAN
13%
ASIAN
12%
7.
Alcohol and cigarettes availability and advertising are disproportionately concentrated in ethnic/racial minority communities.
According to the American Public Health Association Governing Council. 31% of outdoor advertising in Latino neighborhoods advertised alcohol, compared with 23% in African American neighborhoods, 13% in Caucasian neighborhoods, and 12% in Asian neighborhoods.
SOURCES: Article: Alaniz, Maria Luisa Ph.D., “Alcohol Availability and Targeted Advertising in Racial/Ethnic Minority Communities”, The National Advisory Council on Alcohol Abuse and Alcoholism http://pubs.niaaa.nih.gov/ publications/arh22-4/286.pdf
HAMDA AL NAIMI
hamda.alnaimi@yahoo.com
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8.
Advertisers and marketers target young adults the most.
SOURCES: Website 01: “Millennials: the perfect consumers?”, The New Economy. http://www.theneweconomy.com/strategy/ millennials-the-perfect-consumers
Website 02: “Beach Ariel Advertising”, Air Sign http://www.airsign.com/beachadvertising.php
Advertising agencies target those between the ages of 18–34 years old because they consume the most. Younger people are vital to a number of markets, from alcohol to technology, from fashion to snack foods, and from entertainment to travel. But more importantly, as key consumers, young adults are shaping the future of industries as they mature, and choose brands and products they identify with and will likely carry with them for some time. In addition, Air Sign is a company that provides Ariel Advertising services, they encourage business onwers to use their services during spring break,“Each year, during the month of March, hundreds of thousands of college students flock to the beaches for weeks of fun and parties on the beach. Aerial advertising consistently proves to be the most effective method of targeting the 18-25 age group during Spring Break, when schools all over North America rotate out the dates of the mini-vacation, giving advertisers a weekly influx of new students with money to spend.”
HAMDA AL NAIMI
hamda.alnaimi@yahoo.com
GRADUATE THESIS
9.
“To some extent we are all helping draft a reductive and immeasurably harmful code of public discourse.” —First Things First,
SOURCES: Website: “First Things First Manifesto 2000”, Emigre http://emigre.com/Editorial. php?sect=1&id=14
Graphic designer can be used to change our environment. A passage from the renewed First Things First Manifesto signed by 33 graphic designers. The Canadian magazine Adbusters took the unusual step of reprinting a manifesto, ‘First Things First’, written 35 years ago in London by Ken Garland and signed by 21 other visual communicators. Kalle Lasn, editor of Adbusters, showed the issue with ‘First Things First’ to the late Tibor Kalman,to start a new version of ‘First Things First’, updated and rewritten for the twenty-first century. ‘First Things First Manifesto 2000’ is being published in its entirety, with 33 signatories’ names, in Adbusters, Emigre and the AIGA Journal in North America, in Eye and Blueprint in Britain, Items in Netherlands, and Form Germany.
HAMDA AL NAIMI
hamda.alnaimi@yahoo.com
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10.
Subliminal messages are persuasive and invasive.
In 2008, a research conducted by Duke University and the University of Waterloo proved that subliminal messaging work. Their research looked at two logos, Apple’s and IBM’s.
SOURCES: Website: “Subliminal advertising has gotten more powerful: it’s time for the FCC to keep up”,
The research concluded that, “This is the first clear evidence that subliminal brand exposures can cause people to act in very specific ways, These experiments demonstrate that any brand that has strong associations with particular traits could have the capacity to influence how we act.”
Saybrook University. http://www.saybrook.edu/ forum/univ/subliminal-advertising -has-gotten-more-powerful-itstime-fcc-keep/
The above image is of a Calvin Klein billboard in NYC, which sneakily spells out the word F*CK, if you look closely enough on the figure that is.
HAMDA AL NAIMI
hamda.alnaimi@yahoo.com
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11.
Advertising is part of the university experience even after graduation.
Haphazard corporate promotions arrangements are thrown together on college and university campuses around the world. At almost every university in North America, advertising billboards appear on campus bicycle racks, on benches, in hallways linking lecture halls, in libraries and even in bathroom stalls. SOURCES: Book: Klein, Naomi (1999) , No Logo, The Branding of Learning , Chapter 2. Canada, Knopf.
Credit card companies and long distance phone carriers solicit students from the moment they receive their orientation week information kit to the instant after they receive their degree; at some schools, diplomas come with an envelope stuffed with coupons, credit offers and advertising flyers. In the U.S. Barnes & Noble is rapidly replacing campus owned bookstores, KFCs, Starbucks and Pizza Huts are already fixtures on university campuses, where they are often clumped together in food courts inside oncampus malls.
HAMDA AL NAIMI
hamda.alnaimi@yahoo.com
GRADUATE THESIS
12.
Graphic design is powerful and can make a difference in reducing ads.
SOURCES: Book: Lasn, Kalle Design Anarchy (2006), Isn’t this what Design is all about?, Chapter 2.
According to Design Anarchy, “Graphic design is the most ubiquitous of all arts. It responds to needs at once personal and public. It embraces concerns both economic and ergonomic and is informed by many disciplines including art and architecture. Philosphy and ethics, literature and language. science and politics and performance. Graphic design is everywhere, touching everything we do, everything we see, everything we buy.”
HAMDA AL NAIMI
hamda.alnaimi@yahoo.com
GRADUATE THESIS
13.
Percentage of ads promoting food or non-alcoholic beverages increases obesity
SOURCES: Website: “Outdoor advertising, obesity, and soda consumption: a cross-sectional study”, BMC Public Health. http://bmcpublichealth.biomed central.com/articles/10.1186/ 1471-2458-13-20
“The higher the percentage of outdoor advertisements promoting food or non-alcoholic beverages within a census tract, the greater the odds of obesity among its residents.” Accodring to BMC Public Health, For every 10% increase in food advertising, there was a 1.05 (95% CI 1.003 - 1.093, p<0.03) greater odds of being overweight or obese, controlling for other factors. Given these predictions, compared to an individual living in an area with no food ads, those living in areas in which 30% of ads were for food would have a 2.6% increase in the probability of being obese.
HAMDA AL NAIMI
hamda.alnaimi@yahoo.com
GRADUATE THESIS
14.
Outdoor advertising disturbs our mental health.
“Advertising makes us think that everything we need is for sale. The biggest tool of advertising is making people believe that they are not enough the way they are. Advertisements do their best to convince you that you are not beautiful, intelligent, confident, and so on.” —Sofo Archon, Psychologist and Author SOURCES: Interview: “Interview wih Kalle Lsn, Editor of Adbusters”, by Hamda AL Naimi Website: Archon, Sofo “The Negative Effects of Advertising on Society”, The Mind’s Journal, http://theunbounded spirit.com/advertising/
In an interview I conducted with Kalle Lasn, he also agreed by saying, “Because you are mentally polluted and suffering from anxiety or depression or being brain washed to change our body in a certain way”, “If you’re a damaged human being and mentally polluted then what kind of a human being are you?” “How can you participate in human democracy? How can you become apart of the physical movement like climate change? To stop climate change you need a healthy human.”
hamda.alnaimi@yahoo.com
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ADBUSTERS
THE BIG IDEAS OF 2015 BlAH BlAH BlAH BlAH BlAH
Live without dead time
Blueprint for a New World Part VI:
We have changed the carbon cycle, the nitrogen cycle and the rate of extinction. we have created new atomic isotopes and plastiglomerates that may persist for millions of years. we have built megacities that will leave a durable footprint long after they have vanished. we have altered the pH of the oceans and have moved so many life-forms around the globe—inadvertently and intentionally—that we are creating novel ecosystems everywhere.
mark paul deren/madsteez
HAMDA AL NAIMI
JAN/FEB 2015 • #117 • Vol. 23 No. 1 (A1) INT Cover_F.indd 2
15.
14-10-24 9:42 PM
(D1) Metamodern.indd 2
More than an issue of aesthetics. “The mental environment is a very powerful concept. It has its own environment and advertising is kind of a pollution of the mental environment. [sic]” —Kalle Lasn. In a phone interview I conducted with Lasn, he explained how important the mental envioment is and how asking advertising agencies to politely remove ads is not the answer but working on a movement is better.
Interview: “Interview wih Kalle Lsn, Editor of Adbusters”, by Hamda AL Naimi
14-10-24 8:45 PM
HAMDA AL NAIMI
hamda.alnaimi@yahoo.com
GRADUATE THESIS
208 ADS / 60 MINUTES
16.
Urban dwellers are exposed to 142, 514, 250 number of advertisments in their life time.
According to This Space Available, urban dwellers are exposed to outdoor advertising the most.
SOURCES: Article: J. Walker, Smith, “The Myth of 5,000 Ads”, Hill Holiday. http://cbi.hhcc.com/writing/ the-myth-of-5000-ads/ Documentary: This Space Available by Gwenaëlle Gobé.
Complaints about advertising clutter date back at least as far as 1759, when Samuel Johnson wrote, “Advertisements are now so numerous that they are very negligently perused, and it is therefore become necessary to gain attention by magnificence of promises, and by eloquence sometimes sublime and sometimes pathetic.”
HAMDA AL NAIMI
hamda.alnaimi@yahoo.com
GRADUATE THESIS
17.
Trees are being chopped for billboard visibility.
A 2011 study by Scenic America indicates that while digital billboards may reduce the impact on trees, they utilize 30 times more energy than a typical home and 46 times more than traditional billboards. The public often fails to speak out against treecutting bills because they don’t know enough about them. SOURCES: Website: “Billboard Control is Good for Business”, Scenic America http://www.scenic.org/billboards -a-sign-control/the-truth-about -billboards/100-billboard-control-is -good-for-business
Even environmental organizations sometimes fail to make these bills top priority because of limited resources and the pressure to fight so many other battles, such as air and water pollution. Conseq uently, visual pollution problems such as billboards often take a back seat. “The billboard companies will suck up all of your resources,” said Molly Diggins, state director of the Sierra Club in North Carolina.
HAMDA AL NAIMI
hamda.alnaimi@yahoo.com
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80% / 30 SECONDS OF CRASH
18.
Outdoor advertising distracts drivers.
Outdoor advertising distracts people, especially drivers. According to The Swedish National Road and Transport Research Institute, drivers looked at digital billboards significantly longer than they did at other signs. The Virginia
SOURCES: Article: Wachtel, Jerry “Compendium of Recent Research Studies on Distraction from Commercial Electronic Variable Message Signs”, http://www.scenic.org/storage/ PDFs/compendium%20final%202-22.pdf
Tech for the National Highway Traffic Safety Administration found that anything taking a driver’s eyes off the road for over two seconds greatly increases the risk of a crash. The study also found that nearly 80% of all crashes involved driver’s inattention just prior to within 30 seconds of the crash.
HAMDA AL NAIMI
hamda.alnaimi@yahoo.com
GRADUATE THESIS
Deliverables Strategy Chart
INSIGHTS
S T R AT E G I E S
TOPIC:
OUTCOME:
AUDIE NC E:
Visual pollution / Outdoor advertising.
Replace and Reduce outdoor advertising.
Young adults urban dwellers.
People are desensitized to public advertising and so they tend to not notice the negative consequences.
More than an aesthetic problem; Outdoor advertising is an ethical issue.
Advertisers and marketers target young adults the most.
Use design to show the invasion of outdoor ads in our public space & enlighten urban dwellers.
Use design to improve our public well-being, create a place where people can enjoy their public space.
Use design to educate young adults about consumersim and encourage them to share ideas instead of products.
Public Realm
Public Realm Re-invented
Public Realm Re-shared
Re-claimed _ An Annual Magazine DELIVER ABLES
_Website _ An augmented reality App
_Poster series / Replacing outdoor ads _An installation Design
_Series of booklets