Visual pollution

POVZETEK DIPLOMSKEGE TEZE GRAFIČNEGA OBLIKOVANJA
VIZUALNO ONESNAŽEVANJE

Avtorica: Ana Erjavec
Mentorica: Veronika Saje
Napisano: marec 2015, Ljubljana

Diplomska naloga govori o vizualnem onesnaževanju in je razdeljena na teoretični in praktični del.

V teoretičnem delu so obravnavani likovni elementi vizualnih oglasnih sporočil, vrste vizualnih oglasnih sporočil glede na medij ter vizualno onesnaževanje in vrste vizualnega onesnaževanja.

Praktični del vsebuje analizo slovenskih jumbo plakatov z vidika vizualnega onesnaževanja in njihovo razvrstitev glede na vrsto onesnaževanja. V njem so predlagane tudi mogoče izboljšave.

Ključne besede:
vizualna komunikacija, vizualno sporočilo, oglaševanje, oglasno sporočilo, vizualno onesnaževanje, plakat, odgovornost grafičnega oblikovalca

Vizualno oglaševanje v skladu z razvojem kapitalistično usmerjenega gospodarstva vse bolj narašča in se vse manj ozira na kakovost podajanja informacij. Tako je le odraz potrošniške družbe, ki se namesto h kakovosti nagiba h količini, za katero navadno stoji kapital.

Grafični oblikovalec ima roke skorajda zvezane, saj o količini posredovanih informacij ter sporočilu izdelka odločajo naročniki. Vpliva lahko le na kakovost snovanja vizualnih oglasnih sporočil, s čimer poskrbi predvsem za likovno ustreznost plakata, ne pa tudi za družbeno.

Poleg ustreznosti vizualnih oglasnih sporočil je treba tudi proučiti, ali sploh obstaja potreba po nekem vizualnem sporočilu, in sicer v smislu, ali bo javnost zaradi določenega vizualnega sporočila pridobila nove informacije ali pa bomo javni prostor le zasičili z že obstoječim. Menim, da bi se zaradi javnega dobrega in uspešnosti vizualnih oglasnih sporočil morali držati pravila manj je več, saj bi bila vizualna oglasna sporočila tako bolj učinkovita, za razliko od sedanjega stanja, ko se zaradi nepremišljene postavitve prevelike količine vizualnih komunikacij informacije izgubijo.

V Sloveniji je raven vizualnega onesnaževanja dokaj nizka, vendar pa to ne izključuje dejstva, da so informacije brezglavo izstreljene v javni prostor. Tolikšna količina informacij v javnem prostoru nas prisili, da jih začnemo ignorirati, vsaj na zavestni ravni, medtem ko nam vse te informacije vseeno ostanejo v podzavesti in tega se naročniki zavedajo. Res je, da s tem dosežejo svoj cilj oglaševanja, vendar so tudi oni, tako kot vsi ostali, odgovorni za prostor, v katerem živimo.

Menim, da je treba razmišljati širše od kapitala. Treba je začeti razmišljati o kakovosti okolja, v katerem živimo. Dosegli smo stanje, ko ne dohajamo več potrošniško usmerjene družbe, ki nam stalno dopoveduje, da nam nekaj manjka. Ko to hrepenenje nenehno materialno zadovoljujemo, pozabljamo na vsebino. V svoji nalogi želim opozoriti prav na to.

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ABSTRACT OF THE GRAPHIC DESIGN DIPLOMA THESIS
VISUAL POLLUTION

Author: Ana Erjavec
Mentor: Veronika Saje
Written: March 2015, Ljubljana

The thesis describes visual pollution and consists of theoretical and practical part.

The theoretical part helps us understand visual communication which can pollute our environment, if misused.

The practical part is focused on outdoor advertising posters in Slovenia. It divides them in different groups of visual pollution and offers better solutions.

Keywords:
visual communication, artistic elements, advertising, poster, visual pollution, poster, responsibility of a graphic designer

Following the tenants of capitalist economy visual advertising is increasing and becoming less and less concerned with the quality of the information provided. As such it is only a reflection of a consumer society that, instead of quality, is leaning towards quantity, which tends to be propped up by capital.

A graphic designer’s hands are almost tied since the quantity of the information delivered and the product message is decided upon by the clients. A designer’s only remaining sphere of influence is the quality of the design of visual advertising messages, catering predominantly to the graphic relevancy rather than the social.

In addition to the relevancy of visual advertising messages, the need itself for a certain visual message must be examined in the sense of whether the public gains any new information on account of a specific visual advertising message, or if the public space is being saturated with existing ones. I believe that it is in the interest of the public and the success of visual advertising messages to uphold the “Less is More” rule, since it would make visual advertising messages more effective, unlike the present condition, where information is lost because of inconsiderate display of excessive quantities of visual communications.

In Slovenia, the level of visual pollution remains relatively low; however, this does not exclude fact that information is headless launched into the public domain. Such a quantity of information in the public drives individuals towards ignoring them, at least on a conscious level, while all the information remains buried in the subconscious, a fact of which the clients are well aware. Indeed, this helps to reach advertising targets, but this does not extricate them from the equal responsibility for the space which we occupy with everyone else.

I believe our scope should extend capital. The quality of the environment in which we live must begin to be considered. We have reached a situation, where we cannot keep up with the consumer-oriented society, constantly telling us that we lack this or the other thing. In the constant struggle to feed this yearning with material goods, content is being neglected. My thesis is aimed at re-shifting the focus.

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