JL MC Exam 3 Notes April 5 2013 What is culture o A particular society at a particular time and place o Not just international o Various cultural divisions Location Age Gender Religion Disability Etc Sexual Orientation o Face painting o Meaning behind every color shape pattern o Color personality self image o Color associations vary across cultures o Beware of Color Associations o Color and Location Color usage differs among geographic locations o Advertising Fast food restaurants Popular colors red and yellow Formal Restaurants Blue Grey Black White o Symbolism o Design Examples Symbols have to be understood Symbols vary across cultures Latin America China Japan Middle East Netherlands Scandinavia Israel April 8th 2012 Color Culture and Design Part 2 High and low context individual Meaning and context are intertwined Context the situation background or environment connected to an event or High context low content HC Low context High content LC HC LC Indirect ambiguous harmonious reserved understated Direct precise dramatic based on emotion and true intentions Challenges to intercultural design Differences between L to R and R to L reading patterns Context vs Content o Eastern cultures background look at eyes tend to be more conformists less open to emotional experience o Western cultures foreground look at mouth tend to be more focused on individuals rely on emotional expression April 10 2012 Visual Identity o Persona of a corporation o Creates Recognition Trademarks o Distinctive element that legally identifies a company or its products o Registration is not required o Unregistered common law trademarks have limited protection Trademark Symbol o TM Registered Trademark Symbol o R w Circle Written as superscript example Can be used wit any common law usage of a mark Written as superscript written Indicates the trademark is registered wit ha nation trademark office Service Mark Symbol o SM o Written as superscript example o Identifies a source of a product or service rather than the product itself o Has some legal force Differences Between Trademark and Service Mark o An environmentally friendly restaurant called Green Restaurant o Service Mark o Why Name of a food service provider o One of the products in the Green Burger o Trademark o Why Name of particular product not a service Other Mark able Items o Sound Can be used either as a trademark of a service mark o Harley Davidson s unique exhaust sound trademark Trademark of Service Mark o Copyworks Service Mark o The North Face The South Butt Started as a joke in 2007 Got popular North Face sent cease and desist April 2010 Jimmy paying for Trademark infringement Summer 2012 comes out with The Butt Face o When a trademark or brand name becomes synonymous with a Haute Diggity Dog o Sells paradoy pet products Chewnel No 5 Jimmy Chew Dog Perignonn Sniffany Co Dogior Louis Vuitton vs Chewy Vuitton Trademark Defenses o Parody o Fair Use Generic Trademark general class of product o Metonymy relates well o Band Aide o Chap Stick o Coke or Cola o Kleenex o Kitty Litter o Ping Pong o No longer trademark list Jungle Gym Aspirin Taploid Zipper Yo yo Granola The Bean COPYWRITE Missing First Copyright notes What is intellectual property o Any creation of the mind o Inventions o Writing o Drawings o Songs o Etc Intellectual Property Who owns it o It needs to be spelled out somewhere o If it s created within the scope of employment its generally the employer o Works for hire is more of a gray area and is dependent on contract language If I create it can I use it o Not always o Clarify your rights as a content creator o Get it in writing Copyright o Invented by the British o US copyright law the term of copyright is the life of the author plus 70 years o Current law applies to everything created since 1978 o Protect original works of authorship What does it protect o Expression NOT the idea o Any original fixed work that can be communicated Writings Photos Video Audio Etc Copyright o Occurs at the moment of creation o Publication is not required o Copyright symbol not required o May be transferred creates such extensive work Crossing Borders Public Domain o International copyright protection depends on the country o Consists of works that are Ineligible for copyright protection Expired copyrights o These cannot be copyrighted US government work Laws regulation judicial opinions government documents and legislative reports Words names numbers symbols signs rules of grammar and punctuation Scientific principles theorems mathematical formulas laws of nature o Images in the public domain are not protected by copyright IF Created before the enactment of copyright statutes Expired copyrights Lack of originality Works published prior to January 1 1978 not meeting existing Specifically put into the public domain by the copyright owner Fair Use technical formalities o Reasonable unauthorized use of a original work for Criticism Comment News Reporting Teaching Research Scholarship Determining Fair Use o Purpose of use o Nature of the copyrighted work o Amount used in relation to the copyrighted works as a whole o Resolution and Size will determine fair use o Effect of the use on the potential market for or value of the copyright work April 15 2013 Photo manipulation Redefining Reality What is photo manipulation o The art of altering photographic images When did it start o First photographic image 1826 o Advent of modern photography 1839 o Frist photo manipulation 1840 The First Photographic Lie Created an image of himself dead did it to gain awareness due to his contributions 1842 Government recognizes and gave him 3000 frames History Photo manipulation Lincoln s head and some southern politician s body 1864 General Ulysses S grant He was not at war in front of his troops in front of prisoners at war used his head 1930 Stalin airbrushes enemies from photos 1937 Hitler also did this removed Goeblles Queen Elizabeth King George was removed just queen and prime minister National Geo 1982 Cover story of Egypt Pyramid moved 1989 Slim Oprah on Anne Margaret body TV Guide Cover June 1994 OJ Simpson Covers Mugshot TIME Newsweek How much his too much Dove Beauty April 17 2013 Photomanipulation o Tilt shift photography Takes photo from high angle Applies narrow focus to center simulate miniature Real or Manipulated o Shaved Cat Real o Freight liner looking at storm o Big Cat Real o Plane on highway Real o Giant Catfish Manipulation o Triple tornado over water