Interactive Media: IAE

Contextual and Cultural Referencing in Art and Design

Interpretation and analysis of formal and contextual aspects of art and design

James Dimech

2013/2014

Interactive Advertising

In 2011 Online and Offline Advertising is conquering print and radio in terms of Ad Money support.

Through innovative and clever ideas few companies manage to bring forth a unique way to communicate their services to public eyes.

Going back thousands of years ago the Ancient Egyptians became the fathers of the true advertising by carving public notices onto their stone walls.

Advertising is a form of communication used to persuade viewers, readers and listeners to take some form of action without respect.

Figure 1 - Example of Egyptian Heiroglyphs on Stone

In 2000 B.C – As stated [page 1, line 4] Ancient Egyptians had invented out door Advertisements by carving public notices onto stone walls.

In 1472 A.D - The First Printed Advert was made in England.

Jumping to 1661 A.D - The first product branding was made for Dentifrice tooth Gel.

In the Caesarean Times, a Roman Maius published in the Acta Publica being one of the first known Advertisements of its time and kind.

“For Rent in the Airio Pollien Block belonging to Allieus Nigidus Maius, shops with rooms above, second story apartments fit for a king and house. Apply at Primas Slave of Maius.”

The Acta Diurna(Acta – Latin for Acts) situated in Rome provided daily notices, a sort of daily Gazzette which were carved into stone or metal and presented onto message boards.

Figure 2 - Wide Variety of different Heiroglyph symbols

Compared to today and the massive Advancement technology has come too, Advertisement can be brought up in all sorts of forms. Even though the Online Adverts you find on the Internet are essential, the offline ads provide the magic for most companies. They can be used anywhere. Adobe has made a great achievement using an Interactive Billboard to reflect the possibilities of its Creative Suite 3. The billboard usually starts and stays as a blank image making it seem like a normal wall which reacts and animates as you move across the street. As you move back and forth the wall will have images appear and change as you change direction.

Photorealism

Photorealism is the genre of painting based on using cameras and photographs to gather visual information and then creating a painting that appears to be Photographed. Photorealism started in the early 1960s and it ended up being recognised as a full-fledged art movement. It was evolved from pop art as a counter to Abstract Expressionism and Minimalistic Art movements in the 1960s – 1970s in the US. It was argued that the use of a camera and photographs is an acceptance of Modernism. Despite the fact that the devices had been used since the 15^th Century to aid artists with their work.

Figure 4 - Minimalistic Form of the infamous The Scream

Figure 3 - Example of Abstract Expressionism

Before going any further into the realm of Photorealism we should learn about one of its most important factors, the camera.

The first possible opportunity for a handheld camera started out in 1879. The dry plate was invented, a glass negative plate with a dried gelatine emulsion. Dry plates could be stored for a period of time. Photographers didn’t need dark rooms any more they could hire technicians to develop their photos. Dry process absorbed the light so quickly so fast that the hand held camera was now possible.

In 1889, George Eastman invented film with a base that was flexible, unbreakable and could be rolled. Thanks to this the mass produced box became a reality. In the early 1940s commercially viable colour films were brought to the market. The films used the modern tech of dye coupled in colours in which a chemical process connects the three layers together to create an apparent coloured image. Painting such skilful art is noticeably difficult with modern technology we can achieve a more then simple painting. The bond between art and technology has opened new boundaries.

Sculpting

Throughout time before the written word was invented humans have been practicing how to bring together Art with life.

Humanly accurate sculpting was mainly improved practised and mastered back since ancient Rome. Even though most sculptures of the human figure had exaggerated features this does not push aside the fact that they weren’t trying to replicate the beauty of the human form. But why go through such feats to the point where they went so far into detail?

Now a days Sculpting has taken no turn. However some artists like Ron Muech have taken sculpting to a whole new level.

Figure 5 - One of many Masterpieces by Ron Muech

Figure 6 - One of many Masterpieces by Ron Muech

As we grow and technology advances, video games grow with us. The birth of 3D model game objects is in its own way a revolutionised sculpting practise. Thanks to 3D rendering software we can create sculptures digitally with no setbacks.

Social Media

The birth of the written word is breakthrough humanity has achieved decades ago. Since the earliest records dating back to the beginning stages of Mesopotamia. The written word has evolved through thousands if not billions of different forms. It has become such an important role in humanity that we overlook the artistic aspects of the written word itself.

Figure 8 - Example of the Written word

Figure 7 - Words used to create an image, example of Typography

Facebook, Twitter and MySpace are pure examples of social Media. The digital age of technology and the complex brilliance of the internet has brought us closer together even if we are on opposite sides of the globe. Written word has also become adopted in the digital age. Ancients used stone, papyrus and wood, from Paper we evolved into Digital. However Social media has been around since the ancient Romans. Since there were no printing press, no paper, information circulated throughout families of the elite at the exchange of Papyrus scrolls. This combination first arose 2000 years ago in the late 1^st century BC. In these papyrus scrolls families would basically write down important topics they thought would be interesting to their friends and distant families. This was definitely social media in its simplest form.

Throughout most history media was social. The rise of mass media such as radio, newspapers and television is a very recent phenomenon, dating back since the mid-1800 and is arguably a historical anomaly. As previously stated social media has a deep and rich history dating since Caesar and Cicero. From papyrus to paper to digital format, books have become immortal thanks to technology. As time went by more languages have been adopted into the digital format. Modern technology has made one thing possible, our lives much easier. In time technology advances more and more. Soon paper will become obsolete.

Custom Work in the Field

In my spare time I create art works digitally using my Graphics tablet. A device used to draw and manipulate digital images. Using Adobe Photoshop and its infinite selection of tools that allow me to draw and manipulate images in any way.