HAMDA AL NAIMI
HAMDA.ALNAIMI
02613886
@YAHOO.COM
PUBLIC REALM Student I.D.: 02613886 Class: V.C. LAB, GR600 Semester: Fall 16
Academy of Art University Graphic Design, MFA
Reducing by Replacing Outdoor Advertising
THESIS 01
Hamda AL Naimi THESIS 01 Hamda.alnaimi @yahoo.com
1.
“Visual pollution is poisonous, because it kills the soul.” —Friedensreich Hundertwasser.
Hundertwasser was an Austrian artist, 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.
SOURCES: 1. HUNDERTWASSER.COM
Ham d a A L Na im i THESIS 01 Ham d a . al n a i m i @ yah o o.c o m
83%
TELEVISION
50%
MAGAZINES
47%
ONLINE
44%
NEWSPAPER
32%
RADIO
NEWSPAPER
13%
2.
TV advertising still has the most impact on people’s buying decisions and not outdoor ads.
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 their buying decisions making outdoor advertising the last one on the list. That’s a pretty powerful testament to the strength of television advertising. 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, Cognitive Surplus). The report sheds some light into how deep the chasm is between traditional advertising and the newer channels as well.
SOURCES: 1. PRNEWSWIRE.COM 2. DELOITTE.COM
Ha m d a A L Naim i THESIS 01 Ha m d a. a ln ai mi @ ya h o o.c o m
3.
“While we were making the film, alot of people said, ‘Oh I know there’s alot of ads but I dont notice them.” —Gwenaëlle Gobé.
Gobe explaining her inspiration behind the visual making of her documentary, The Space Available, in an interview with Ondi Timoner. Gobé is an award winning American documentary film director. She’s the daughter of Marc Gobe, the Author of Emotional Branding. Having said that, during my midpoint event last semester. 9 out of 12 attendees said that they were desensitized to public ads. Therefore, 66% of the people who filled in my survery said that they were not always aware of outdoor ads, unless pointed out.
SOURCES: 1. PRNEWSWIRE.COM 2. DELOITTE.COM
Ham d a A L Na im i THESIS 01 Ham d a . al n a i m i @ yah o o.c o m
4.
“Advertising is the art of making whole lies out of half truths.” —Edgar A Shoaff.
An American entrepreneur and motivational speaker, was 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. According to the TIME you’re suckered into buying expensive gadgets by way of “pricing decoys.” Ben Kunz at BusinessWeek explains: Decoys, 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. E.G . Apple sells products such as the $399 iPod Touch to make the purchase of a $229 iPod Touch (with less memory) look like a better deal; these pricing decoys are closely related to anchored or high reference prices, which Apple also utilizes to help it move merchandise:
SOURCES: 1. EARLSHOAFF.COM 2. FORBES BOOK OF QUOTATIONS 3. HOW YOU’RE MANIPULATED INTO BUYING STUFF, TIME
Hamda AL Naimi THESIS 01 Hamda.alnaimi @yahoo.com
5.
“I feel brands infiltrate our space, our privacy and our health without asking permission.” —Gwenaëlle Gobé.
She’s an American documentary film director, famous for her film The Space Available. Billboards and commercial messages dominate the public space like never before. 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 Marc Gobé; Author of Emotional Branding), his daughter Gwenaëlle directs with tremendous verve in her depiction of New Yorkers and others around the world who want to reclaim the integrity of their cities against an onslaught of visual pollution. I was inspired by her work and the fact that her late father is Marc Gobé, the Author of Emotional Branding, supported her quest to flaunt those who are reclaiming their public space from outdoor advertising through art.
SOURCES: GWENAELLEGOBE.COM
Ham d a A L Na im i THESIS 01 Ham d a . al n a i m i @ yah o o.c o m
6.
“That was not against advertising, it was about protecting the identity of the city and the image of the city.” —Marc Gobé.
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. Marc Gobe strongly believes that we dont have to hate advertising but rather protect our surrounding, our identity, and where we belong. SOURCES: THISSPACEAVAILABLEFILM.COM INTERVIEW WITH BRIAN LEHRER LIVE
Hamda AL Naimi THESIS 01 Hamda.alnaimi @yahoo.com
31%
LATINO
23%
AFRICAN AMERICAN
13%
CAUCASIAN
ASIAN
12%
Alcohol ads in neighborhoods
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: 1. PUBS.NIAAA.NIH.GOV/PUBLICA 2. TIONS/ARH22-4/286.PDF
Hamda AL Naimi THESIS 01 Hamda.alnaimi @yahoo.com
8.
Advertisers and marketers target young adults the most.
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. Young adults are willing to buy products they identify with, many of them use social network therefore they share images of products they use online.
SOURCES: 1. THE NEW ECONOMY 3. AAFP.ORG 4. PEW RESEARCH CENTER
Hamda AL Naimi THESIS 01 Hamda.alnaimi @yahoo.com
9.
“To some extent we are all helping draft a reductive and immeasurably harmful code of public discourse.” —First Things First Manifesto
Graphic designer can be used to change out 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, in Items in the Netherlands, and Form in Germany.
SOURCES: 1. FIRSTTHINGSFIRST2014.ORG 2. EMIGRE.COM
Hamda AL Naimi THESIS 01 Hamda.alnaimi @yahoo.com
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 logos. The logos of computer companiesm Apple and IBM. The research concluded, “This is the first clear evidence that subliminal brand exposures can cause people to act in very specific ways, These experiments demonstrate that most any brand that has strong associations with particular traits could have the capacity to influence how we act.� 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.
SOURCES: SAYBROOK.EDU
Hamda AL Naimi THESIS 01 Hamda.alnaimi @yahoo.com
11.
U.S. billboards would cover the surface of 60,000 football fields.
Billboards and commercial messages dominate the public space like never before. Can we reverse this visual pollution? THIS SPACE AVAILABLE looks at diverse activists form the worlds of advertising, street art and politics. Influenced by the writing of Marc GobĂŠ ( Emotional Branding ), his daughter GwenaĂŤlle directs this film with tremendous verve in her depiction of New Yorkers and others around the world who want to reclaim the integrity of their cities.
SOURCES: THE SPACE AVAILABLE
Hamda AL Naimi THESIS 01 Hamda.alnaimi @yahoo.com
12.
Graphic design is powerful and can make a difference in reducing ads.
According to Design anarchy by Adbusters Media Foundation, “Graphic design is the most ubiquitous of all arts. It responds to needs at once personal and public. Embraces concerns both economic and ergonomic and is finformed 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.�
SOURCES: DESIGN ANARCHY
Hamda AL Naimi THESIS 01 Hamda.alnaimi @yahoo.com
13.
Percentage of ads promoting food or non-alcoholic beverages increases obesity
â&#x20AC;&#x153;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.â&#x20AC;? 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.
SOURCES: BMCPUBLICHEALTH
Hamda AL Naimi THESIS 01 Hamda.alnaimi @yahoo.com
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
Kalle Lasn also agrees by saying, “Because you are mentally polluted and suffering from anxiety or depression or being brain washed to change your 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.”
SOURCES: 1. THE MINDS JOURNAL 2. A PHONE INTERVIEW I CONDUCTED WITH KALLE LASN.
Ha m d a A L Naim i THESIS 01 Ha m d a. a ln ai mi @ ya h o o.c o m
ADBUSTERS
THE BIG IDEAS OF 2015 BlAH BlAH BlAH BlAH BlAH
Live without dead time
Blueprint for a New World Part VI: mark paul deren/madsteez
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.
JAN/FEB 2015 • #117 • Vol. 23 No. 1 (A1) INT Cover_F.indd 2
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More than an aesthetics issue. More than an aesthetics issue, “The mental environment is a very powerful concept. It has its own environment and advertisings is kind of a pollution of the mental environment.” —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 negative ads is not the answer but working on a movement is a better answer.
SOURCES: INTERVIEW WITH KALLE LASN.
Hamda AL Naimi THESIS 01 Hamda.alnaimi @yahoo.com
208 ADS / 60 MINUTES
16.
Urban dwellers are exposed to 142, 514, 250 number of advertisments in their life time.
According to the Space Available, urban dwellers are exposed to outdoor ads the most.
SOURCES: THE SPACE AVAILABLE
Hamda AL Naimi THESIS 01 Hamda.alnaimi @yahoo.com
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. 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.
SOURCES: SCENIC AMERICA
Hamda AL Naimi THESIS 01 Hamda.alnaimi @yahoo.com
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 Tech for the National Highway Traffic Safety Administration found that anything taking a driverâ&#x20AC;&#x2122;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 driverâ&#x20AC;&#x2122;s inattention just prior to within 3 seconds of the crash.
SOURCES: SCENIC AMERICA
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 & expose urban dwellers to an ad free city.
Use design to improve our mental enviroment by creating an experince where people can enjoy what theyâ&#x20AC;&#x2122;re looking at.
Use design to educate young adults about consumersim and encourage them to share ideas instead of products.
Public Space
Public Space Re-invented
Public Space Re-shared
Re-claimed _ An augmented reality app DELIVER ABLES
_ An Annual Magazine _Website section _Digital Publication
_Poster series / Replacing outdoor ads. _Interactive 2D designs in a public space _Website section
_An App / to share ideas _Social Design _Series of books _Visual Story telling /short film _Information Design _Newsletter