Arhiv

 

»Prvo kot prvo«

 

Originalno verzijo manifesta »First Things First« je leta 1964 v Londonu napisal Ken Garland, nekoliko obnovljeno različico pa so leta 1999 objavili v reviji Adbusters.

 

Manifest 1964

 

Mi, spodaj podpisani, smo grafični oblikovalci, fotografi in študenti, ki smo odraščali v svetu, v katerem so nam bile tehnike in orodja oglaševanja vztrajno predstavljena, kot najbolj donosen, učinkovit in zaželen način uporabe naših talentov. Bili smo bombardirani s publikacijami posvečenimi temu prepričanju, ki je »ploskalo« delu tistih, ki so prodali svoj talent in domišljijo za prodajanje stvari, kot so: hrana za mačke, zdravila proti zgagi, detergenti, lasni preparati, črtaste zobne paste, losjoni po britju, losjoni pred britjem, shujševalne diete, redilne diete, dezodoranti, gazirane vode, cigarete, "roll-onsi", "pull-onsi", in "slip-onsi". Daleč največ časa in truda teh, ki delajo v oglaševalski industriji, je zapravljeno za te trivialne namene, ki prispevajo malo ali nič k naši nacionalni blaginji.    

 

Skupaj z vse večjim številom širše javnosti, smo dosegli točko zasičenosti, pri kateri je vrhunec potrošniške prodaje nič drugega kot čisti hrup. Menimo, da obstajajo druge, naših talentov in izkušenj bolj vredne stvari. Obstajajo znaki za ulice in stavbe, knjige in revije, katalogi, navodila za uporabo, industrijska fotografija, izobraževalni pripomočki, filmi, televizijski prispevki, znanstvene in industrijske publikacije in drugi mediji, skozi katere lahko promoviramo svojo obrt, svojo izobrazbo, svojo kulturo in svojo vse večjo zavest o svetu.

 

Ne zagovarjamo ukinitve potrošniškega oglaševanja: to ni izvedljivo. Prav tako ne želimo iz življenja izgnati vsega, kar je zabavno. Predlagamo pa spremembo prioritet v korist bolj uporabnih in trajnih oblik komunikacije. Upamo, da se bo naša družba naveličala prevarantskih trgovcev, prodajalcev statusa in skritih prepričevalcev, in da bo sklicevanje na naše talente uporabljeno za vredne namene. S tem v mislih predlagamo, da delimo svoje izkušnje in mnenja, ter jih damo na voljo sodelavcem, študentom in drugim, ki bi jih to morda zanimalo.
 

***

 

We, the undersigned, are graphic designers, photographers and students who have been brought up in a world in which the techniques and apparatus of advertising have persistently been presented to us as the most lucrative, effective and desirable means of using our talents. We have been bombarded with publications devoted to this belief, applauding the work of those who have flogged their skill and imagination to sell such things as: Cat food, stomach powders, detergent, hair restorer, striped toothpaste, aftershave lotion, beforeshave lotion, slimming diets, fattening diets, deodorants, fizzy water, cigarettes, roll-ons, pull-ons, and slip-ons. By far the greatest time and effort of those working in the advertising industry are wasted on these trivial purposes, which contribute little or nothing to our national prosperity.


In common with an increasing number of the general public, we have reached a saturation point at which the high pitched stream of consumer selling is no more than sheer noise. We think that there are other things more worth using our skill and experience on. There are signs for streets and buildings, books and periodicals, catalogues, instructional manuals, industrial photography, educational aids, films, television features, scientific and industrial publications and all the other media through which we promote our trade, our education, our culture and our greater awareness of the world.

 

We do not advocate the abolition of high pressure consumer advertising: this is not feasible. Nor do we want to take any of the fun out of life. But we are proposing a reversal of priorities in favour of the more useful and lasting forms of communication. We hope that our society will tire of gimmick merchants, status salesmen and hidden persuaders, and that the prior call on our skills will be for worthwhile purposes. With this in mind, we propose to share our experience and opinions, and to make them available to colleagues, students and others who may be interested.

 

Podpisani: Edward Wright, Geoffrey White, William Slack, Caroline Rawlence, Ian McLaren, Sam Lambert, Ivor Kamlish, Gerald Jones, Bernard Higton, Brian Grimbly, John Garner, Ken Garland, Anthony Froshaug, Robin Fior, Germano Facetti, Ivan Dodd, Harriet Crowder, Anthony Clift, Gerry Cinamon, Robert Chapman, Ray Carpenter, Ken Briggs.

 

 

Manifest 2000

 

Mi, spodaj podpisani, smo grafični oblikovalci, umetniški vodje in vizualni komunikatorji, ki smo odraščali v svetu, v katerem so nam bile tehnike in orodja oglaševanja vztrajno predstavljena, kot najbolj donosen, učinkovit in zaželen način uporabe naših talentov. Veliko učiteljev in mentorjev oblikovanja promovira to prepričanje; trg ga nagrajuje, plima knjig in publikacij ga krepi.

 

Na ta način opogumljeni, oblikovalci potem svoj talent in domišljijo uporabijo za prodajanje pasjih piškotov, kave, diamantov, detergentov, gelov za lase, cigaret, kreditnih kartic, športnih copat, pripomočkov za telovadbo, lahkega piva in rekreacijskih orodij. Komercialno delo je vedno plačalo račune, vendar so oblikovalci v veliki meri dopustili, da je to postalo to, kar grafični oblikovalci počnejo. To je potem tudi način, kako svet dojema oblikovanje. Čas in energija je uporabljena za ustvarjanje povpraševanja za stvarmi, ki so v najboljšem primeru nepomembne.    

 

Mnogim od nas je ob tovrstnem pogledu na oblikovanje vse bolj neprijetno. Oblikovalci, ki se posvečajo predvsem oglaševanju, trženju in razvoju blagovnih znamk, podpirajo, in implicitno odobravajo mentalno okolje, ki je tako zasičeno s komercialnimi sporočili, da to spreminja sam način kako državljani-potrošniki govorijo, mislijo, čutijo, kako se odzivajo in kako sodelujejo. Do neke mere na ta način vsi pomagamo oblikovati skico reduktivne in neizmerno škodljive kode javnega diskurza.

 

Obstaja udejstvovanje, ki je bolj vredno naših sposobnosti za reševanje problemov. Neprecedenčna okoljska, socialna in kulturna kriza zahtevajo našo pozornost. Veliko kulturnih posegov, socialnih tržnih kampanj, knjig, revij, razstav, izobraževalnih orodij, televizijskih programov, filmov, dobrodelnih prireditev in drugih projektov oblikovanja informacij, nujno potrebujejo našo strokovno znanje in pomoč.

 

Predlagamo spremembo prioritet v korist bolj uporabne, trajne in demokratične oblike komuniciranja – miselni preobrat od trženja izdelkov proti raziskovanju in produkciji nove vrste pomenov. Obseg razprave se zmanjšuje; treba jo je razširiti. Potrošništvo se odvija brez  nasprotovanja; treba ga je izzvati iz drugih perspektiv, izraženih deloma s pomočjo vizualnega jezika in s sredstvi oblikovanja.

 

Leta 1964, je 22 vizualnih komunikatorjev podpisalo izvirni klic k temu, da naše sposobnosti uporabljamo za bolj smiselno rabo. Z eksplozivno rastjo globalne komercialne kulture, je njihovo sporočilo samo še bolj nujno. Danes obnavljamo njihov manifest, v pričakovanju, da ne bo ponovno minilo več desetletij, preden se ga bo vzelo k srcu.

 

***

 

We, the undersigned, are graphic designers, art directors and visual communicators who have been raised in a world in which the techniques and apparatus of advertising have persistently been presented to us as the most lucrative, effective and desirable use of our talents. Many design teachers and mentors promote this belief; the market rewards it; a tide of books and publications reinforces it.

 

Encouraged in this direction, designers then apply their skill and imagination to sell dog biscuits, designer coffee, diamonds, detergents, hair gel, cigarettes, credit cards, sneakers, butt toners, light beer and heavy-duty recreational vehicles. Commercial work has always paid the bills, but many graphic designers have now let it become, in large measure, what graphic designers do. This, in turn, is how the world perceives design. The profession's time and energy is used up manufacturing demand for things that are inessential at best.

 

Many of us have grown increasingly uncomfortable with this view of design. Designers who devote their efforts primarily to advertising, marketing and brand development are supporting, and implicitly endorsing, a mental environment so saturated with commercial messages that it is changing the very way citizen-consumers speak, think, feel, respond and interact. To some extent we are all helping draft a reductive and immeasurably harmful code of public discourse.

 

There are pursuits more worthy of our problem-solving skills. Unprecedented environmental, social and cultural crises demand our attention. Many cultural interventions, social marketing campaigns, books, magazines, exhibitions, educational tools, television programs, films, charitable causes and other information design projects urgently require our expertise and help.

 

We propose a reversal of priorities in favor of more useful, lasting and democratic forms of communication - a mindshift away from product marketing and toward the exploration and production of a new kind of meaning. The scope of debate is shrinking; it must expand. Consumerism is running uncontested; it must be challenged by other perspectives expressed, in part, through the visual languages and resources of design.

 

In 1964, 22 visual communicators signed the original call for our skills to be put to worthwhile use. With the explosive growth of global commercial culture, their message has only grown more urgent. Today, we renew their manifesto in expectation that no more decades will pass before it is taken to heart.

 

Podpisani: Jonathan Barnbrook, Nick Bell, Andrew Blauvelt, Hans Bockting, Irma Boom, Sheila Levrant de Bretteville, Max Bruinsma, Siân Cook, Linda van Deursen, Chris Dixon, William Drenttel, Gert Dumbar, Simon Esterson, Vince Frost, Ken Garland, Milton Glaser, Jessica Helfand, Steven Heller, Andrew Howard, Tibor Kalman, Jeffery Keedy, Zuzana Licko, Ellen Lupton, Katherine McCoy, Armand Mevis, J. Abbott Miller, Rick Poynor, Lucienne Roberts, Erik Spiekermann, Jan van Toorn, Teal Triggs, Rudy VanderLans, Bob Wilkinson.

 

Napotila

http://www.adbusters.org

http://www.emigre.com/Editorial.php?sect=1&id=14

http://www.eyemagazine.com/feature.php?id=18&fid=99

http://maxbruinsma.nl/index1.html?ftf2000.htm

http://maxbruinsma.nl/index1.html?ftf2000.htm

http://www.eyemagazine.com/feature.php?id=42&fid=53

http://janmichl.com/eng.firstthingsfirst.html

http://vodeb.blogspot.com/2005/12/first-things-first-2.html

 

 

 

 


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