Research Processes – Building an idea for my Major Work – Historical Context – Week 2

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Research the history of the medium and practices with which your are working or the one identified in the research of your contemporaries. Find different historical vectors. 

Branding – History of branding can be found here and here.

Key points from these two sources:
“The standardization of quality products forced companies to find new ways to distinguish themselves”
“There was a lot of competition for the populace’s attention, so brands needed a means to distinguish themselves from their competitors”
“The average western consumer is exposed to some 3,000 brand messages a day. How can consumers cut through the clutter?”

Targeting an audience/market segmentation – History of such can be found here and here.

Key Points from these two source:
“Segments are directly derived from heterogeneity of customer wants”.
“Today, Internet marketers recognize that Intimate knowledge of a target audience facilitating consumer segmentation provides key information necessary to maximize online marketing efficiency and effectiveness”.

Collage – History of collage can be found here

Key Points from these two source:
“Collage gets its name from the French word for glue and describes a broad range of art-making techniques that rely on re-appropriating previously made images and found materials into new compositions”.
“Incorporated images from commercial media and advertising into his work, disrupting long-held conventions about the subjects and materials allowed in serious art”.
“The modernistic spirit of 20th century collage — the juxtaposition of images and ideas, the questioning traditional definitions of high and low art forms, re-appropriating material into new aesthetic and conceptual contexts”.

Map out a historical Timeline for these vectors identifying key points of development, instances of expression, protagonists etc.

Collage – The method, and the word, were first popularized by Pablo Picasso and Georges Braque in 1912, when the two were radically transforming the painting world with their dive into Cubism. Dadaism and Cubism grew to the form, making it quite multi media. Collage further began to be used by experimental artists.Robert Rauschenberg and Jasper Johns created assemblages that brought collage techniques into three dimensions. Post war years, artists used collage incorporated from commercial media and advertising. For many young artists in the twenty-first century, the spirit behind collage is enduringly appealing, even though the shock-value of using collage as a fine art medium has largely passed. Re-appropriating via collage turns material into new aesthetic and conceptual contexts 

Mark key protagonists and developments on collage:

  • Picasso and Georges Braque.

In these key protagonists find theoretical perspectives, concerns, or techniques that might inform the other vectors of your research.

Collage – Experimental. “Words and images cohabit, producing novel combinations and contexts” [11]. Moreover, collage demands interaction between the work and the viewer, and each one of these interactions are novel

Image in banner courtesy of Pixaby –



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