critique challenge (Advertisement)

MY OWN CRITERIA (RELATIVISM)

1)      Audience should be able to remember half of the video after a long time as compared to Bubble Gum Advertisement.

2)      Audience should be able to stayed watching at least ¾ of videos as compared to Bubble Gum Advertisement at once time.

3)      Audience should be able to realise lesson from the advertisement as compared to Bubble Gum Advertisement.

4)      Audience should be able to understand clearly motif and value of the advertisement as compared to Bubble Gum Advertisement.

Essay

The choosen advertisement for this aesthetic evaluation is about Hari Raya Aidilfitri Advertisement . One criterion has been set based on relativism is audience should be able to realise lesson from the advertisement as compared to Bubble Gum Advertisement. In that video, audience can detect the motif clearly. It about important lesson in our daily life, (respect our parents especially when they already achieve old age).  Although the advertisement take a long time but  it can attract the audience to understanding the content  and  messages. When the advertisement appeared in television or laptop, someone can react to saw the commercial immedietly and response to feeled the video about.. Compared to the another video named Bubble Gum Advertisement music that used not too related for it commercial and difficult to inspirit the content. One of the point is, because the advertisement very short and quite difficult to understand if audience look 1^st time. If we looked in Hari Raya Aidilfitri Advertisement, it very focus to give audience lesson and take value to adopted in daily life.

Memory Challenge

Emotional Design

Assignment 2 : Emotional Design

Donald A. Norman has wrote a book about emotional design. It is about why we love (or hate) everyday things, book written by Donald A.Norman and inspired by the author of The Design Of Everyday Things. Mostly this book described about the appliances that we apply in our daily life. For example in chapther one, Attractive things work better, Noam Tractinsky, An Israel Scientist making an investigation about how attractive things certainly should be preferred over ugly ones. Japanese researchers, Masaaki Kurosu and Kaori Koshimura studied different layouts of controls for ATM. All versions of the ATM were identical in function, but some had the buttons and screens arranged attractively, the others unattractively. The Japanese found that the attractive ones were perceived to be easier to use. “ Aesthetic preferences are culturally dependent”, said Tractinsky. Herbert Read, who wrote numerous books on art and aesthetic stated, “it requires a some what mystical theory of aesthetic to find any necessary connection between beauty and function”. Attractive things do work better because people easily evaluate the things that they feel it ok, when the design of a products look creative and beautiful, it attracts people to got and buy it without care about the price because they think the product must be their own.


Emotion can divided into two category. One is positive emotion and one more is negative emotion. Positive emotion includes love, attachment and happiness and negative emotion includes stress, anxiety, fear and anger. A person that has positive emotion is critical to learning, curiosity, and creative thinking. This is because he will feel more relax, without any stress. When relax, his mind can think and be open minded. Besides that, attractive things also can influence our emotion. This can see when a thing is attractive, it will attract our attention and we will feel happy after look at it. So, what are attractive things, where can we find them? Actually, attractive things are different for every mankind. Every person have different thing that can attract them and make them feel happy, maybe some people thinks a beautiful arts can attract them but some people disagree it, they think other thing will attract them more. Therefore, there are no constant things for evaluate a thing whether it is attractive or not, it is dependent to a person to decide it.


In this Book, mostly the important things about three different levels of the brain. The automatic prewired layer called the visceral level the part that contains the brain processes that control everyday behavior known as the behavioral level and the contemplative part of the brain or the reflective level. At the highest evolutionary level of development the human brain can think about its own operations .This is the home of reflection of conscious thought of the learning of new concepts and generalizations about the world.


The result is that everything you do has both a cognitive and an affective component cognitive to assign meaning affective to assign value. Positive affect arouses curiosity engages creativity and makes the brain into an effective learning organism with positive effect, you are more likely to see the forest than the trees to prefer the big picture and not to concentrate upon details .On the other hand when you are sad or anxious feeling negative affect you are more likely to see the trees before the forest the details before the big picture.
Emotion reflect our personal experience associations and memories special objects turned out to be those with special memories or association, those that helped evoke a special feeling in their owner. Special item all evoked stories. We became attached to thinks if they have a significant personal association if they bring to mine pleasant and comforting moments. Photograph for example more than almost anything else, have a special emotional appeal which is personal and tell stories. 


According to Norman's third tender is reflective level. For information and more information third level is the level where the product has given meaning to the consumer and the products were donated to the feel of how the natural identity of users through the use of its products from time to time. This level also plays a large role in incorporating design elements reflective of the interaction products of the three stages of design to bring led to the height emotional design. However, the appeals to emotional needs of new users are not true to the marketing. Similarly, reflective design concept which states that the object of human life is more than mere material wealth is not true to the marketing literature. After putting together the theory of Norman design focus is to design practice by providing examples such as olla soccer league coach of the country. This example shows the concrete principles of design in which there is a verse that says that they have to be very functional to deliver the message to be understood between the coach and their staff.


As a conclusion, emotion is a very special because it helps us to differentiate the things around us in our daily life. Along the emotion, there are also having value of aesthetics and attractiveness of things that we must learn. All of that action are controlled by the three aspect, visceral, behavioral and reflective. So that's why the human will love or hate the product or things in their life.

MOHD FAKRULROZI BIN AZAMI
D20111047247
AH-16 ADVERTISING DESIGN
AESTHETIC DESIGN


GROUP 4:  That subjectivism should be the dominant approach in aesthetic evaluation than emotivism.

DEBATE  (SPEAKER 4) : Conclusion

We still disagree with opposite team line that subjectivism should be the dominant approach in aesthetic evaluation than emotivism. For conclusion,
- The problem with subjectivism is not all opinion by some people are same and because of that, if majority of the community say “Yes” to the design, and it will be true. Although the right evaluation are wrong.


- Weakness of subjectivism is, the evaluation depend on the experience life by someone and situation.


- So, is that the right way to evaluate something depend on that point? We must followed the rule in evaluation. Set the criteria and then judge something depend on that, not depend on situation or experience life by judges

- If we evaluate design in emotivism, we can remember that thing for long term than evaluate with subjectivism. Because emotivism is our natural feeling that already have in every human being.

Letters Upon The Aesthetic Education

On the Aesthetic Education of Man, in a Series of Letters is a philosophical piece of the source of art and beauty, which was written by Friedrich Schiller. He is one of the most famous German philosopher. The Letters aims to articulate how aesthetic education can be  a way to which political freedom can be achieved when a person can be a fully man and a fully citizen.
There were five letters which was in enquiry to describe of how the roles of art and beauty in a human freedom. He asserts that aesthetic allows the individual to exist beyond the inner and outer constraint. It also enables the individual to experience physical and spiritual freedom.
In his opinion, the nature of moral instinct has given to man in order to serve as a guide and teacher until his enlightened intelligence gives him maturity. It can be concluded as a human’s being emotions have been educated by reason.
In Schiller's aesthetic philosophy, the human’s nature is divided into two. The human self (or Person) is that which persists, and its determining condition is that which changes. While the human self and its condition are distinct in finite being, but are united as an absolute being.
Schiller also stated that time is determined by the unchanging self. Every human being is a Person who is situated in a particular situation. The real Intelligence within the Person is permanent. However, the time determined the Condition of the Person. Thus, he concluded that the succession of a Person’s highly related to time which leads to a self awareness.
Schiller asserts that human beings must confront the task of trying to solve the reality outside of themselves based on to the law of necessity. These two are important and the challenging tasks  are determined by opposing forces in human nature: the sensual drive, and the rational drive. The sensual drive is toward physical reality, while the rational drive is toward formal reality.
Schiller also asserts that Person and Condition are reciprocally related to two realms of being. First is,in that the more autonomy or self-determining activity is transferred to the Person, the less that the Person is subject to changing forces in the world. The second is, the more a Person is determine to change the forces in the world, the less autonomy or self-determining activity is transferred to the Person. Aesthetic activity can be derived from a unity of Person and Condition. A reality is belong to the world if the Person be situated in a Condition.
According to Schiller, aesthetic education can produce not only an increased level of awareness or receptivity to the world but can also produce an increased intensity in the determining activity of the intellect. The aesthetic impulse can combine passive and active forces. Thus, it can produce a unity of feeling and reason.
Intensity is transferred from the active function of the intellect to the passive function of sensation, then the receptive faculty of sensation may predominate over the determining activity of the intellect. But if intensity is transferred from the passive function of sensation to the active function of the intellect, then the determining activity of the intellect may predominate over the receptive faculty of sensation. Thus, the aesthetic ideal can be achieved by an interaction of passive and active forces. This can produce a balance between feeling and reason.
The sensual drive exerts a physical constraint, the rational drive exerts a moral constraint. While the exclusion of freedom from the function of the sensual drive implies physical necessity, the passivity from the function of the rational drive implies moral necessity.
The goal of the sensual drive is more to the physical reality, while the goal of the rational drive is more to the formal reality. He asserts that the aesthetic ideal of beauty can be defined by a unity of physical and formal reality.
Schiller also wrote that beauty is an aesthetic unity of thought and feeling, of contemplation and sensation, of reason and intuition, of activity and passivity, of form and matter. The unity of this feeling enables human nature to be fulfilled. Beauty  may lead to the logical unit. However, when truth is not perceived, feeling may not follow thought, or thought may not follow feeling. But when beauty is perceived, thought is unified with feeling.
According to Schiller, freedom can be obtained when the sensual drive and rational drive are fully integrated, and when the individual can allow both drives to be fully expressed, without being constrained by them. Thus, the state of true aesthetic freedom is achieved by a process of mediation between a passive state of feeling and an active state of thinking.