Hyper Capitalism Brief

 

BA (Hons.) Graphic Design

 

LEVEL

6

STUDIO BRIEF

 

 

HC - Hyper Capitalism

Module Brief

 

OUGD603 Extended Practice

 

Semester

 

2

 

Outcomes Assessed

 

 

 

Module Tutors

 

Amber Smith

 

 

 

 

 

 

Brief

Create a satirical video exploring the overbranding of products and a notion of mass consumerism.

 

Background/Considerations

Content Considerations

Hyper capitalism of today has the logos of super brands such as Supreme and Nike as some of the most recognisable brand logos in the world. People attain value to brand images and buy into the clout of these brands. A logo could be more valuable than a holiday to some people. As a result, there has been a rise in people adapting existing products using these recognisable logos to raise the product’s value to their target audience. For example, there are many sellers on Depop who are now independently selling rings decorated with Nike swooshes which have no affiliation with Nike themselves.

 

Research should be done into the Marxist theory or hyper capitalism and how branding plays a role within this topic. Interviews should be conducted with the target audience and possible relevant professionals/intellectuals to understand how this overbranding is increasing and why.

 

The video aesthetic should follow the style of late-night shopping channels, with an erratic, chaotic and humorous approach. Thought should go into how this video would reach the target audience, and whether still versions could be used to communicate the message further. Hijacking screens could also be explored.

 

Background Considerations

The target audience is young adults with the age range of 18 to 30 who engage with branded merchandise and with recognisable super brands such as Nike, Supreme, OBEY and so on. This involves people from both working and middle classes and of all ethnicities and backgrounds. This group pertain a Western scope of a consumerist ideology and are particularly interested in fashion through a brand lens. As a group, they invest more in branded products and clothing compared to others and place greater value on these products. Items that are branded and more expensive as a result are revered by this group and treated as ultimate material possessions.

 

 

Mandatory Requirements

Deliverables

1 OUGD603 blogs documenting development

 

2 Design Boards

 

3 Final outcomes

 

4 Brief evaluation

 

5 Timetable

 

1 Video

2 Video Stills/Posters Pasted around Leeds

3 Mock-up of video in hijacked screen (eg. Leeds square)

 

Studio Deadline

Module Deadline

01/04/2021 - 15/04/2021 [2 and a half weeks]

 

05/05/2021

 

 

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