Day Five

NOTES

REVIEWING 

- Cueiform develops as glyphs. Less pictorial and more like graphs

- Ars Memorandi used gothic lettering

- Gutenberg used gothic letter styling

- Gutenberg is just a regular guy

- Know Punch and Matrix

- Ligatures are two letters forms a cast as a single character ex: FI

- Incunabula means "cradle" and "birth" also first 50 years of printing

- Fleurons are the cast decorative elements. Very popular in Rococo period.

- Calendarium is a book on calendar

- Rococo is French and very decorative

- Copper Plate engraving became popular around this time

- Bodoni came about which is Modern (neoclassical) 

- The Bodoni typeface is similar to the cotton gin because of interchangeable parts

- Bodoni was really strong on simple units that can be interchangeable

- Wood type is able to happen because of power and the router.

- There was a need for Wood Type for selling / advertising. 

- Old Style, Transitional, Modern, Egyptian extremely important

- Leading is base line to base line

- Ottmar perfected the linotype machine

- People were not thrilled about the linotype because it replaced them

- Joseph Niepce is the first photographer of nature

- Louis Jacques Dagurette took a photo of Paris. 

- Early ads are visually conservative

- Ephemera is transitory written and printed matter not intended to be retained or preserved.

- Scrap Cards are called that because they are disposable. This is an example of a Ephemera. 

- L. Prang did a majority of the Scrap Card art work

NEW STUFF

- 1883 is the time period when expeditions are happening.

- Very proud time. Showed off inventions, new things. 

- Popular to use allegory. 

- Chromolithography 

- Leisure time and theatre promotion happened during this time

- With chromolithography people were able to create product packaging

- This is the time period in which product design became popular. Things in our supermarket branding (like mascots) started in the 1800s

- Food culture starts to emerge

- As production methods are improved people are able to produce more oats. 

- Everything we see in the supermarket comes back to this pivotal moment in time.

- Also the time when we start getting manipulated by the media

- "The Ladies Home Journal" and the "Practical Housekeeper" were magazines for women

- In these articles / paper they tell you which products to buy, subtlety 

- They start manipulating ads in different ways

- They created ads with well dress women, fancy items, etc.

- With Victorians there was a change on the thought of children. Toy books came about that are meant to entertain children.

- Calbecott(sp?)  made absurd things like dishes running away

- No one used white space at the time

- Harper's Weekly is where visual journalism started to happen

-Thomas Nast was an illustrator who brought down Bos Tweed (sp?) He would do editorial illustrations. 

- You didn't have to read. You could understand what was going on through pictures.

- Tweed offers Nast $500,000 to go study Europe and go away

- Nast refused and stayed 

- Bicycles were new and cool. They were used in ads

- The giant pickle. John Henry Heinz started selling Horse Radish. Started a line of prepackaged food. 

- He created the first electric sign in NY on 5th and 23rd street

- Heinz discovered that employees are your marketing. So he hired lots of young girls.

PERSONAL THOUGHTS

At the beginning of class we took quick quiz on the last two class periods. After the quiz we reviewed the entire class and what we discussed the past month. The new information we learned was around late 1800s. I really liked this section because things start getting interesting. Typography and graphics are becoming more eye-catching and show more humor. Looking at the infamous iconic Quaker Oatmeal mascot was fun seeing the changes it made over time. I also didn't know that the Quaker Oats guy was one of the first mascot to do branding. To be honest, I didn't know he was that old. It's strange to me that the thought of children magazines and etc popped up around the 1800s. I always thought that kids should be in parent's thoughts.

I really enjoy food packaging. It's so fun and so fun to study. I really enjoyed the lecture on John Henry Heinz. I found it comical that one of his marketing strategies was to hire young girls. It's so weird to think that New York is one of the most electrifying cities with colorful glowing ads everywhere. And the first to start that was the Mr. Heinz's electric sign. 

QUESTIONS & RESEARCH

Was the Quaker Oats guy the first mascot to do branding?

Is the test going to be hard?