Propaganda and its effects in 20th century product design - Essay Example

of the of the Visual and Film Studies Submitted “Propaganda and Its Effects on 20th Century Product Design” Introduction To say that design can exist without the influences of culture, history and the arts is to say that design architecture exists in a vacuum. This is highly doubtful, as history has shown that the art, architecture and design movements have been hopelessly and inexorably intertwined. In fact, it would not be incorrect to say that the historical events of the 20th century, especially wartime and political propaganda, have had a profound and lasting effect not only on design, but also on the art, architecture and other aspects that influence the major diaspora of society. The Main Contributions to Design in the 20th Century In the 20th century the countries that made the news most of all were invariably also the nations that made the most contributions to design. The early 20th century was dominated by the Modernist movement and mass production via machines. For practical purposes, the Bauhaus School in Germany (1919-33) made some major contributions to simple designs for articles of common use such as furniture that could be mass produced. Its attitude towards simplicity could be summarized by Ludwin Rohe’s assertion: ‘Less is More’. In direct contrast to it emerged the Art Deco movement of the 1920s, with its emphasis on traditional cabined-making skills and materials such as steel and bauxite, became out of the reach of the common man and was labeled ‘elitist’ as only the rich were able to afford these pieces. The two decades after the Second World War (1950-70) also called the Mid century Modern Era were dominated by influences from Scandinavia, Italy and the USA (www.thenewgallery.co.il). They sought not only to use lightweight material but also bright and vibrant colors, dispelling the drab years of the War just gone by. Organic materials such as leather, steel, vinyl and others have resulted in their widespread use and adaptability to meet the needs of almost any household furniture. Industrial strength materials may be used for sturdier applications. The Uses and Influence of Propaganda Propaganda may be defined as follows: “Propaganda is the deliberate, systematic attempt to shape perceptions, manipulate cognitions, and direct behavior to achieve a response that furthers the desired intent of the propagandist” (Jowett & O’Donnell, 2006). Although the use of propaganda has been made before- primarily by kings and queens in swaying the public’s perceptions on certain issues, the 20th century saw the use of this as a weapon in the armory of many a political leader. Take Lenin and Stalin for instance. They used propaganda to overthrow Czar Nicholas of Russia and bring to fruition the Communist or Bolshevik Revolution of 1917. Undoubtedly there were some historical and economic circumstances that came to their aid, but it is the skill of these leaders in manipulating these circumstances in their favor that makes propaganda such a potent weapon. Indeed, even fashion styles owe their catching on to propaganda, as they are first sold to the opinion leaders and elite of society and then orders are booked for cloth as the new fashion catches on through eyes, ears and advertisements (www.historyisaweapon.com). Propaganda was also well used in the era of the Third Reich, with Joseph Goebbels being Hitler’s main protagonist. He used propaganda not only to make Hitler look like a Savior and the answer to all of Germany’s troubles, but also later to further the Fuhrer’s own private ideas of an Aryan society and the mass annihilation of the Jews in the Holocaust. Propaganda has had its uses in times of peace as well. For example, Hitler’s vision of a prosperous Germany after the War included that every middle class German family would be able to afford a Volkswagen- that is why advertisements of the day showed it as a family car. Similarly, propaganda has been used by the British to rally support for investing in Government Bonds to fund the War effort, to thank and invigorate the troops and by the US Government’s use of poster advertisements to warn of the dangers of syphilis, the need to protect houses from rat infestation and to infuse the spirit of productivity during the Second World War. Indeed, the media and the Governments of various countries are masters of using propaganda to further their own interests in peace as well as war (Ecu_lecture_propoganda.pdf). Sexual misconduct is often highlighted in an election year in the USA, while the media was summarily prohibited from showing pictures of Americans dying in Iraq and Afghanistan during the whole time the War on Terror was going on. Indeed, it still is a taboo subject to call attention to it in song or documentary. The Influence of Technology The tools that influence design and elements of design have always been dictated by the technology of the time and we are rapidly stretching the boundaries of art even today. Could you imagine Marcel Duchamp’s ‘Taxi’ or a urinal used as an art piece called ‘Fountain’ being placed in a museum! The 20th century saw the invention, fusion and perfection of many new materials like plastic, silk, nylon, rayon, rubbers, polymers and other chemicals that could be used to fashion soft and hard elements of natural and manmade materials- giving the opportunity for artists and designers to be creative with their use. For a time after the Americans entered World War II, they had to turn to plastic and other materials to be used in place of rubber since Malaysia, Indonesia and Burma were controlled largely by the Japanese. So necessity became the mother of invention of new technologies. Design in the Cultural, Political, Economic and Social Context From the foregoing, it is quite clear that the cultural, political and social aspects have an important influence on the design of an era. If simplicity was born out of the Modernist movement, it had the machinery to fuel mass production for an increasing world population. There will however always be a counter cultural movement like Art Deco that appeals or is designed for the richer classes of society. That is what makes the LVMH brand of today so successful. However, there is no mistaking the fact that design has improved by great strides during the 20th century. What I Find Most Compelling What I found compelling was even though Hitler had ambitions for Germany to dominate the world, it is admirable that he wished to bring prosperity to Germany by letting even the middle class family own a Volkswagen. His string reaction to the Jews was embedded in a hatred he had from his childhood when he saw that Germans in the ghetto were subservient to Jewish wealth and prosperity. Even the Bauhaus Movement of the early 20th century with its emphasis on clear and simplistic designs for a mass market was highly practical and the need of the times and so is to be commended. Conclusion We have traced the design movement in the 20th century and seen how propaganda was one of the main factors that shaped its influences both in peace and in war. Works Cited Author Unknown. 20th Century Design Movements. Accessed on 09 Nov 2011 at http://www.thenewgallery.co.il/articles/20th%20century%20modern%20design-design%20movements.pdf. Online. Author Unknown. Design and Modernism. Lecture dated 26 Oct 2011 and accessed at Ecu_lecture_propoganda.pdf. Online. Bernays, Edward. History is a Weapon: Propaganda, 1928. Accessed on 09 Nov 2011 at www.historyisaweapon.com/defcon1/bernprop.html. Online. Read More