The dissertation discusses graphic design and how the evolution of technology has affected advertising. The paper seeks to understand how technology has transcended human objectives to the degree of artificial intelligence, personal advertising, as well as the transformation of advertising and graphic design through the ages to their present state. The dissertation will employ the use of secondary literature to acquire information regarding the variables. The main question is essential as it brings several ideas and aspects of advertising, technological evolution, and graphic design not adequately understood by students and independent researchers.
The advancement in advertisement goes back to ancient times where societies employed pictorial signs and symbols for attracting prospective customers. Previously, these aspects were utilised for product promotion, and the advertisements were generated on a limited scale. However, the phenomenon acquired enormous strength in relation to promotion functions of products. In the current business setting, the aspect of advertisement has become a significant communication source between customers and manufacturers. In addition, an advertisement is a form of interaction intended to persuade an audience, for instance, listeners, readers, viewers, and buyers in purchasing or taking up an activity with a product, service, or information (Kumar and Raju 2013, p.37).
On the other hand, the evolution of technology has over the years undergone several transformations to the current level of dynamic technological discoveries. These discoveries have engulfed graphic design whereby current companies involve technologically capable firms to facilitate the graphic design of their logos, products as well as company property. The dissertation examines the level at which the technological evolution of graphic design has affected advertising. The dissertation discusses advertisement in the past, present, and future as involved in the study.
Chapter 1: Advertisement
Smith (2015, p.21) states that the majority of data obtained from the Internet are acquired freely since different entities pay for the provided service. The Internet service has expanded and it is maintained through advertising and despite publisher’s acquiring customer attention and advertisers hijacking similar attention, the funds from advertising ensure the availability of content at the user’s disposal. The advertisers promote Internet use to obtain user attention though it is ungoverned so as display their merchandise to the consumers.
From Sindhya’s (2013, p. 1) point of view, advertising serves to transmit ideas to numerous individuals in an endeavour to make them promote behaviours that are environmentally friendly and prevent unhealthy conduct through television shows and video game promotion. The current state of advertising transformed alongside massive production rise during the closure of the 19th as well as early 20th
centuries. However, currently, the various forms of mass media include new programs, televisions, radio, articles, Internet and published pictures. Additionally, the advertisement has turned out to be a solo critical aspect that establishes the functioning and style of an individual’s life in diverse perspectives. Over the years, small changes within the advertising practice have been transforming the society. This is because the advertising dynamics affect everyone in society. Thus, it is apparent that advertisement has been praised by many people as a source of information about goods and services and has, equally, been scorned by its detractors as the main source of many undesirable consequences.
Furthermore, advertising possesses negative and positive, economic and social impacts on society. The main communal benefit of advertising is its constructive social effect whereas the negative one is the fact that it promotes/magnifies the idea that females are sexual objects. Constructive social effects include creating an informed society, improving consumers’ rights, creating and promoting new ideas, and helping protect the environment (Qualter 2016). In relation to economic elements, the concerned factors include media financing, competitive and active economic stimulation. These are allotted methods applied in persuading customers to buy or consider the products being advertised and the methods normally provide consideration that could be presented to customers instead of concentrating on genuine products. For example, a vehicle advertisement showing the car’s attributes majorly centres on reputation, exhilaration, concentration as well as social advancement the car would provide to its purchaser.
On the other hand, Kalstelein (2018, para.1) asserts that technological progress historically changed the manner in which people access fresh information. The advancement began with a proper printing press, led to radio, then towards television and into the current Internet epoch of the 21st
century which created the current era of globalisation. What has been happening is that there has been an accelerated level of people interacting with new theories, brands, companies, and products thanks to globalization. Even though the media has always dictated the nature of advertising between 1990 and 1998, companies have involved the scope and nature of print media in the sense that the print media can no longer dictate the content of the print adverts as companies can buy out the entire newspapers or magazines to get their stories and ideas to their target customers (Kalstelein 2018).
In addition, the swift Internet growth has resulted in a conventional advertising paradigm that has forever altered the course and nature of advertising. The mobile omnipresence and improved Internet connection resulted in media democratization. Today, individuals with better theories or ideas, fundamental Internet skills like in Web design and better Internet access can challenge larger firms for advertising dollars and views (Kalstelein 2018). Furthermore, the use of social platforms has augmented an audience’s interaction with brands and this is different from the way the conventional media has been operating for years. Brands do not have to address customers via outlet pages but instead, it is individuals directing values of brands towards their colleagues on social media, for instance, Facebook and Twitter.
Bornnardel and Zenasni (2010, p.180) state that graphic design knowledge is adjusted towards computer-aided device system development allowing graphic designers to accomplish appealing and precise marginal depictions of an issue which requires design. For instance, they can use the 3D (three dimensional) object virtual representations to exert unconstructive pressure on imaginative design. The designers seem to be immensely centered on the utilization of technological structures compared to the creative design. Additionally, computer-aided devices systems normally necessitate designers to create an initial defined peripheral object representation to be considered as well as employing extremely structured rules that orient their manifestation but do not communicate towards the creation of their unprompted process.
Bornnardel and Zenasni (2010, p.185) add that the domain adjusted design surroundings are projected as a computational instrument in sustaining designers to assess and create design resolutions. The critiquing structures entrenched in these surroundings support assessment activities through design solutions analysis for conformity with restrictions encoded within the structures knowledge base. The major attention to designers is its allowance for designers to generate preferred design resolutions whilst promoting them in evaluating their individual solutions. Furthermore, the system of critiquing accomplishes an examination of blueprint solutions in advancement and recognizes setbacks of the present solution signifying incompatibilities among their features as well as restrictions that are meant to be respected. The system of critiquing presents the user with reviewers which comprise messages that recognize design solutions weaknesses.
According to Poon (2015, p.6), today graphic designers are familiar with computers working as their focal device of designing, however, during the 1960s, mainframes were taken as extensions of an extra form of examination for the artist’s work. The traditional artists were chiefly trained in the art of material, function, aesthetics, and form and began experimenting with computerized processes in developing industrial imageries and saw experimentation as a form of complementing the results of their designs. The ubiquity then changed in the mainstream as contemporary reliance on technology was balanced on crossroads between poststructuralists’ criticism and deconstructionist design values of principles when influential digital effects meditated statement majorly conveyed by the exclusion of an artist’s availability.
In addition, the designing improvement course in the industrialization period summarily witnessed the movement of sub-specializations as well as draughtsmanship from handcrafted work and modern epoch practitioners would exert their resources and influence autonomously to becoming hired workers. Furthermore, Poon (2015, p.8) suggests that although the present ease towards designers in digitally recreated graphics and products signifies an enhanced threat of rational plagiarism. The user-friendly mainframe software crafts design reproduction of a clouded performance as an art can be copied effortlessly. Additionally, duplication is either constructive for documentation and research or can be done when the graphic designer wishes to reuse past aspects in a future production although digital duplication is contentious when the graphic designer takes on copying although there is excellence in its quality.
In contrast to past generations of designers, the present designers possess computerized technology as both a tool and an ally (Kelsall 2001, para.5). The present designers utilise a diverse array of technological forms in several distinct ways and the digital technology is currently the future within the graphic design field. The digital speech refers to computer language and digital technology is presently practically employed in all forms of equipment ranging from car engines to mobile phones.
However, the most essential ways to employ digital technology are via computers and digital functions employed on computers that provide designers with the mode of erasing, manipulating, experimenting and creating with the design. There exist various distinct technological function forms at a designer’s disposal whereby artists and graphic designers could utilize graphical computerized programs, for instance, Adobe Illustrator and Adobe Photoshop in creating imagery.
In addition, there are continuous possibilities regarding what talented and good designers can use these kinds of programs. There exist different assortments of computer curriculums, for instance, publishing functions, such as Adobe InDesign and Quark Express as well as 3D programs. The 3D programs include Rhyno and Studio Max. The Adobe Go Live and Dreamweaver Internet functions are employed using a personal computer and a Macintosh. The computer functions possess user-friendly interface that could be effortlessly learned by passionate individuals with the provision of better education. The graphics tablet is employed by designers to create on-screen designs and digital scanners, printers, and cameras and it can be inserted in a computer to provide the designer with creativity and versatility. Therefore, there exist several advantages acquired from the utilization of computer technology rather than conventional approaches that lack these benefits of creativity and versatility.
Norcross (2017, para. 2-3) expounds that graphic design is not exempted to the current change since currently, technology is involved into playing a critical role relating to the production of available digital output in several disciplines. The signage, websites, logos, portfolio, and animations, as well as architectural creation, have moved distance since the inception of the digital era. Moreover, in the previous years, graphic design majorly centered on apparent graphic aspects of products, for example, marketing and packaging of materials. The presence of technology enables brands to possess additional online exposure that permits businesses to intercede with customers and clients thereby allowing people to analyse and review real-time information to see and to measure sources that drive extra traffic. The technological availability essentially enables Web designers to examine all content types digitally as well as graphics that acquire additional likes, media impressions, more saves and extra appeal to convert many spectators.
Chapter 2: Past
Advertising
Morales and Daymette (2012, p.3) state that the initial advertising steps occurred in early Empires, for instance, Egypt utilized papyrus in promoting the sale of slaves as well as rewards and those in Babylon employed earth splits with captions about clerks, shoemakers, and salesmen. The Greeks utilized street callers to pronounce a ship’s arrival and communicate its cargo like wine, species, and metal. In relation to Rome, they made the initial touristic tavern advertisement in Pompeii with a stone hedge saying “Traveller, if you go from here to the twelve towers, there Sarinus have a tavern, with this, and we invite you to come in, bye”. Additionally, there was an essential media called Album in Rome that comprised of blanched wallboard where laws and gladiator promotion fights were advertised as well as theatre representation.
Morales and Daymette (2012, p.4) further assert that Gutenberg’s 1438 printing press actually started the mass communication epoch in that currently stamped materials would become extensively productive whilst prior to books, different printing material, and printing press were to, specifically, undertaken. A London resident printed the initial English editorial in 1622, as well as the first advertisement, was displayed in 1625. In the year 1622, the Weekly News was the initial newspaper owned by Thomas Archer and Nichola Brown. Furthermore, the different newspapers at the time were the Mercurius Britannicus in the year 1665 plus La Gazzette by Theophraste Renaudot in 1630 and were costly. These advertising companies were regarded as starters in contemporary advertising although initial newspapers announcements emerged in 1650 in several Parliamentary Proceedings that were related to providing a reward for bringing twelve missing horses.
Line advertising in England, using newspapers, was widespread during the end of the 17th
century and it usually involved pronouncing novel-related book publications during the opening of a fresh play. The London Fire in 1666 boosted line advertising as individuals utilized newspapers after the fire occurrence to announce changes, found and lost their addresses. The line advertising became predominantly enlightening, consisting of descriptive instead of persuasive speech. Basing on these factual information’s, during the 17th century, there was an initiation of a law relating to regulation of advertising content since forged as well as fraud advertising turned to be problematic. The year 1704 witnessed the publication of the first newspaper in the United States where its pages promoted the paper as an engine of advertising. The Spectator in England published a dentifrice advertisement that was adequately accepted by the high class and nobility (Morales and Daymette 2012, p.5).
However, Morales and Daymette (2012, p.6) furthermore state that after advances in technology facilitated mass production of clothing, China and soap, it resulted in the link breakage between the seller and buyer. The connection breakage made manufacturers seek for markets for their products across the world instead of selling these output to the local market from their backyards that created an advertising need. The manufacturers were required to recommend and explain their output to consumers that they had never come into physical contact at any time. Therefore, in chasing distant markets, manufacturers started to compete with one another. Hence, the need for product branding to distinguish products and to create many recommendations that promote the consumption model and mass production.
Nonetheless, the newspapers presented an ideal form for the phenomenon of advertisement. The emergence of fresh technologies made newspapers widely present and cheaper as well as continuously printed whereby newspaper companies created additional pages to facilitate extra and larger advertisements. The simple product prices and descriptions served their function until the mid-19th century after advances in technology signified that advertisement would utilize illustrations with an alternative of colour. The advertising agencies began adding copy beneath the plain headings defining their products whilst employing the persuasive prose.
Furthermore, the period between 1870 and 1900 witnessed a double in the population presenting a wider workforce as well as novel customer market, the middle class. The expanding group became generated due to the financial habitual windfall obtained from the industrial unit jobs. Additionally, the novel technological communication modes, for instance, typewriter, telegraph, Mergenthaler Linotype as well as quicker printing press enhanced capabilities of communication. Hence, contemporary magazines expanded at the close of the 19th century and this was brought about by reduction illiteracy and increase in railroad distribution. Below are illustrations of advertising in 1905 of a tablet and health tonic.
Figure 1: 1905 advertisings of tablet and health tonic
(Source: Beehive 2007, p.44)
Soler (2013, para.3) writes that at the close of the 1800s period through the industrial revolution, industrial products were extra commoditized and industrialists then needed to advertise to countless markets so as to find buyers for the produced inventory thus initiating the period of large-scale advertising. The period usually witnessed advertising in white and black, text and line art since the technology was not adequately evolved to facilitate printing of genuine images and colour printing was unaffordable for newspapers. In addition, in the 1920s there was a progression of magazine colour printing with paramount evolution of advertising with art decoration style and bigger illustrations captivating readers across the world. Although it varied in terms of emotional impact and quality, it had shifted from white and black and line art advertising (Soler 2013, para.6).
In addition, Soler (2013, para.9) there was an enormous shift in advertising in the 1960s that initiated the emotional impact since it is emotions that propel human action. The innovative epoch was in quintessence with its emotional impact resulting in it becoming the finest advancement in advertising. This resulted in improved visuals, additional brighter colours, and Photoshop app (Soler 2013, para. 14-15). However, Google, in 2000, initiated AdWords that dramatically changed the landscape of advertising where small content-based advertising comprising 250 letters altered everything that was known about the advertising business.
From Smith’s (2015, p.25) understanding, in the initial stages of the previous decade, conventional advertising agencies were endeavoring to contest brands due to escalating increasing number of sites on the Internet. The interactive terrain of advertising has since undergone tectonic changes as there is an emergence of advertising networks, paid exploration advertising as well as real-time behest. The advent of social media, smartphone and tablet proliferation have also transformed the marketing business. However, the bridge between online publishers and advertiser stayed with. The image below shows social media usage as a reflection of how the social media-related traffic and usage has been the driving force that makes social media a viable place for advertisers.
Figure 2: Social media usage (monthly) based on 2018 estimates.
(Source: https://www.bigcommerce.com/blog/social-media-advertising/)
The latter endeavoring to find out how customers could be targeted with escalating precision with regard to what could be accomplished by the abrupt surplus of the remaining stock that is the fair space appearing on the browser’s screen. Additionally, the number of online sites have proliferated and fragmented online audiences into narrow and narrower groups, and advertising agencies discovered they were deficient of associations as well as resources to competently employ the exponentially growing online publisher resources. The advertising agencies possessed minimal knowledge of budget allocation all over the prospective span of advertising. The agencies and brands were abruptly projected to provide consumer engagement proof against novel instituted investment return and online metrics benchmarks. Additionally, the author adds that in its initial stages, advertising services on the Internet were burdened with practical challenges plus difficulties in establishing fulfillment and optimization.
The concept of optimization implies acquiring an elevated influence from an advertisement or colossal quantities of expenditure for the advertising media. Whilst this fulfillment signifies the fact that advertisement is used to advance prospective consumers for whom the products or services in question are intended, the publishers and marketers within the medium of communication include recognized print publishers that are attempting to become online magnates that often need resources to pack their advertising space (McQuarrie and Phillips 2014). In addition, main print publishers did not possess advertisement sales employees as well as account administration teams with sufficient experience in the novel medium to aid advertisers to maximize their branding promotions. Therefore, expanding the relationships needed strong management, time and expertise that online publishers usually needed.
Technology
Taylor (2017, para. 2-7) exhibits that in consideration of connectivity evolution, people legitimately became Homo sapiens (sp) about 200,000 years ago. The rise of complicated language made it possible to communicate with all people one-on-one in ways that allowed for the appearance of civilization as it is presently known. The connection was restricted to a shouting distance. About 4000 years back, human beings created their initial none one-on-one means of communication where smoke signals were used as means of communication and also discovered the use drums about 2500 years ago. Back then, people were capable to link in that the initial period without coming into physical contact with each other although nothing changed in relation to technical communication in the subsequent 2300 years or the present time. In addition, during the period of 1835, Samuel Morse created the telegraph that set the podium for the most memorable timeframe that initiated technological expansion in history in a moderately limited time period and changed people’s lives. The telegraph was the predecessor to the telegram and the Internet was the initial email iteration.
Furthermore, Alexander Bell's 1876 telephone patent showed that individuals could still to invent what they could facilitate people’s direct conversations at a distance like they were in a similar room. The duplicate was closely followed during the period of the telephone thus creating the way for the instant transmission of more than a voice and for the first time, manuscripts would be shared at rates swifter than via mail. Additionally, the technology of the mobile phone rose to commercial purposes in 1979 and it gradually transformed towards the current state use of a form (cell phone) is regarded as a form of indiscipline (Taylor 2017). Lastly, the year 1994 witnessed the introduction of the Internet to the open and has been the solemn bigger achievement in relation to communication technology facilitating the immediate transfer of documents, data, the voice of moving and still images. The Internet generated an absolute technological torrent that has resulted in the email, Web, and text messaging as well as a collection of applications, such as Twitter, Facebook, My Space, and Skype.
Design
From Thomas’ (2013, pp. 5-6) understanding, the period in which graphic design developed to form an industry is contentious, however, it is stated that graphic design started in 1440 after the printing press was invented by Johannes Gutendburg. Were the kinds of materials actually graphic designs printed during the 15th century? Was that its starting point when individuals were capable of easily reproducing colour pictures via the chromolithography process? Or did the start come after the creation of a personal computer as well as the growth of features, for instance, Adobe InDesign, Illustrator, and Photoshop? In addition, what actually counts as graphic design? What about automotive or fashion design? Is the act of painting graphic design? Is designing a car external parts graphic design? These queries all add towards the confusion as well as understanding within the student fraternity that surrounds the industry of graphic design. Furthermore, the globe is made more attractive, in several ways, by designers and wherever an individual looks, there is proof of graphic design though it is all around but usually unappreciated.
Galarraca (2017, para.7-10) states that minor mistakes in typing are easily deleted in seconds and this was not the case with typesetting before the invention of computers. The aspect of manipulating and inserting design types was usually among the wearisome elements relating to graphic design print since words and letters were physically cut and later be pasted into the intended designs thus exiting any room for mistakes. Moreover, in case a graphic designer possessed a fundamental thought regarding the style and size of the type meant to be utilized, these articles were sent as orders to a typesetter that would print them overnight so as to enable the designer to implement his or her project following day. This could only be done through cutting and attaching the styles and sizes, which was time-consuming. In case the designer was unsure with relation to font or size to be utilized, the designer would request for some diverse fonts and sizes to provide options while choosing the right ones to be employed in the design. In addition, despite these efforts, the alternatives were restricted since any complete alteration to the type would add additional time to the project and adding a breeze type was often difficult.
Furthermore, Galarraca (2017, para.15-18) adds that in the past prior to Photoshop app, an operation involving the manipulation of images and type was a tedious one. These tasks required cutting of different images and photos with the X-Acto Blade plus the designer ought to possess precision in terms of skill to do a perfect job. The image backside was later covered with rubber cement and probably with adhesive spray in the forthcoming days and put in the right position. However, in case images and photos were inaccurately placed, designers used their reliable tweezers in moving the image to the right position. Additionally, during the initial part of the specific layout or design, the photocopies of black and white images and photos were employed in locations of originals in guaranteeing everything was right prior to further movement with the last project. The graphic designers before the computer epoch were innovative to accomplish their manual tasks though it was time-consuming.
Triggs (2011, p. 3) asserts that graphic design is on the search for its past but in different disciplines of design. For instance, industrial and fashion design have determined customs of documenting, archiving, publishing and critically writing history plus participating in political, cultural and social perspectives. The presence of the histories has, for instance, centred towards the designed subject study plus design movement, the history of the profession, celebrated titled designers as well as discovered design in association to different areas such as material culture. There remains a sentiment that the history of graphic design is inadequately recognized as a form of discipline and probably less recognized in relation to the description of unique ways of scripting its history.
Chapter 3: Present
Technology
The implementation of novel technologies is usually viewed as displacing and disruptive of precursors and yet every emerging technology is indebted to the serving of Internet digital advertising (Taylor 2017, p.137). The digital technologies for advertising, serving, searching and targeting through real-time orders have become possible through the advantageous opportunistic and escalating employment of tablets. Addressable television, applications, and Smartphones plus video streaming for trade and content have also enhanced business endeavours. Additionally, online media has maintained them and have been, with the latest technology in the laboratory, spawned with their abilities and has been streamlined towards the path of becoming an essential component in business. The technologies employed in commercialising and developing digital medium have maintained them in different channels for commercial and social functions that are an enduring influence on the World Wide Web and the Internet.
Hernandez (2018, para.1) asserts that today technology has changed from becoming helpful to something creators are incapable to entirely regulate or expound. The current technology has become addictive and individuals have turned to become extremely dependent on their gadgets in making their sustenance easy and life simpler. For example, teenagers are becoming addictive to mobile phones, Amazon as well as different websites distributing food to the customer’s doorstep. The presence of technology today has resulted in people in society becoming entirely lazy and incapable of individual thought. In addition, technology has superseded its initial objective of bringing light into a darkened room through the light bulb. In the present situation, glasses, watches and contact lenses possess inbuilt technology that is further than effortless in expediency and is beginning to change in the position of wants instead of needs and this trend might progress to the future. The figure below shows the contextual role of technology in advertising.
Figure 3: Technology and advertising in context. (RailEyes, 2017)
Advertising
Minnium (2015, para.27-28) writes that advertising from the 1960s has significantly progressed with regard to the “Defining Advertising Goals for Measured Advertising Results (DAGMAR)” and effects framework hierarchy has acquired a new reputation. However, the process stayed extensively sequential with the aim of initially thinking, feeling and thirdly doing. Presently, the availability of digital advertising is facilitating a degree of dialogue and interaction between consumers and marketers as the two parties are becoming identical associates with the experience of advertising usually producing the brand meaning with the satisfaction of both cohorts. Additionally, the author adds that the coexistence of both customers and marketers in undergoing the advertising experience is the phenomena the advertising industry is seeking to acquire as it endeavours to describe engagement.
Although engagement was not created by digital advertising, its additional potential considerably enhances the capacity for agencies and employed marketers to create brands. Minnium (2015, pr.34&36) states that consumers today are in similar partnership in building
