Spencers lecture: 16th October

Claims to expanded practice 

How cinema "spills out" in the world: 

Pervasive animation a book by Susanne Buchanne:  both state these claims of expansion in graphic design and animation that animation has "spilled out" of the screen. 

Johnny Hardstaff: He is engages in every aspect of this expansion idea, he emphasises the design aspect of the animation that he produces. He sees himself as an experimental film maker but someone who is funded by TV advertising. He made adverts like the sony brava ad: Bouncy balls and the honda advert. 




This is his honda cog advert, I love the way he uses the idea of creation which intrigues us as the parts move we are trying to solve what the parts interaction is going to finish with. 

• "In the mouth of advertising- fascinating"  
• He says that within the glow of CGI is a sublime authoritative voice. 
• Honda the Cog TV advert has a cause and effect relationship that uses CGI to create the illusion of the car being built by this cause and effect. 
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• Honda the Cog was a landmark advert in setting the trend for this type of advert. 
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• Playstation executives now barking "gentle" and "tender" it switched from a more aggressive advert to a much more relaxed and more subtle advert which related to people more. 

Something seems more natural and beautiful in CGI, if something happened in reality it wouldn't be quite as effective. An example of this is the Sony Brava advert that uses bouncy balls down a San Fransisco street. This was tried for real on the David Letterman show and it wasn't as effective or in captivating as the cgi version. 

Wants us to receive the infantile, the vapid- receive like children. 

In his paint commercial for ORANGE Hardstaff was asked to remove some footage because it was too beautiful and non realistic. 

Tom Gunning: Cinema of attractions

He wanted to think about the history of cinema but rather it be about narrative i want to think of in terms of spectacle and how the cinematic fits into that. He talks about roller coasters being sort of this where you know you are going to have a certain kind of experience. 

Lev Manovich: What is digital cinema? 

He tries to invert the hierarchy we need to start thinking about film as a subset of animation. The thing he draws attention to in this history they were all based around the idea of the loop and they were all hand painted. You get an opposition that is an illusion of life and cinema itself which is kind of like photography so it's real. Film is a claim to the real and animation is an illusion. As technologies of cinema improve we suddenly have mechanisms of illusion such as Green-screen and blue screen. Apollo 13 is a good example of this where skies and grass were altered into a real situation such as the rocket taking off. We are in a position where animation comes before cinema its integrated into film itself. 

Norman Klein: The vatican to vegas- a history of special effects

Principal of animation applied to space itself - scripted, layered Scripted space is a designed environment to give the user a sense of story an example of this is a slot machine where you are the main character and a computer game as we are the ones playing the game. These are all examples of constrained freedom. Animation part spectacle part narrative. 

Alice Twemlow: What is graphic design for?  

Rather than asking ourselves what is graphic design lets ask ourselves what is graphic design for. 

A type of language communication and ultimately its for a lot of things, a type of seeing, communication, idea generation, political agendas. But it's also about critiquing all of these things, the other side of that is it's about generating new ideas and creating new things. Graphic design is pervasive - enmeshed in all aspects of social life. Regardless of the aesthetics designers find themselves in a post modern culture.