1. History of Commercial Art Part 1 of 2 Graphic Design, Communication and Media

2. History of Graphic Design Three key ideas From the first Printing Press to modern technology Defined by social, political and technological milestones The tasks of the graphic designer evolved

3. Examples Prior to the printing press Chinese calligraphy c.1 st cent. Medieval diurnal (book) Ice age engraving on bone

4. 1 st Evolution in Printing Books were valuable and rare Mass production involved long hours, labor Mass production because important

5. Printing evolution 1 Wood Block Clay Sumerian Clay Stamp China-woodblock print

6. German Woodblock, c. 1440

7. Wood block/Clay Printing The Reverse Image Raise areas print Removed areas do not

8. Printing Evolution 2 The Printing Press Guttenberg Press Repro., Dartmouth, MA

10. Guttenberg Type

11. First Uses of the Guttenberg Press 42 Line Bible Letters of Indulgence

12. Effects of Printing Press 16 th C. –Presses spread through Europe –1460-1520 The incunabula 17 th C. –Shakespeare in Print

13. Printing Evolution 3 1796 Lithography (stone printing) invented –High Detail –Low Cost

14. The Industrial Revolution Capitalist replaced the landowner as the most powerful force in Western countries; investment in machines for mass manufacture became the basis for change in industry. Demand from rapidly growing urban population with expanding buying power stimulated technological improvements. In turn this enabled mass production, which increased availability and lowered costs. The cheaper, more abundant merchandise now available stimulated a mass market and even greater demand. Figure 9-63. Victorian advertisements, 1880-90. Meggs

15. Supply and Demand A basic concept, but the industrial revolution created distinct commercial “markets” because of varying tastes and wealth. Campaigns to reach specific consumers began

16. Victorian Era Wealth and the Middle Class Extravagant, decorative elegance Idealism in style-in décor, architecture, dress and mannerisms

17. Arts and Crafts Movement-1890’s Revolt against mass production The individual artists work vs. corporate art William Morris-Book Designer spearheaded this movement

18. Samples

19. Guiding Questions for the samples Describe the physical characteristics of each sample What technical processes were used to create the sample? What is the function of the sample? Is it a good? Why or why not?

20. Book cover Describe the physical characteristics of the sample What technical processes do you think were used to create the sample? What is the function of the sample? Is it a good? Why or why not?

21. Card Describe the physical characteristics of the sample What technical processes do you think were used to create the sample? What is the function of the sample? Is it a good? Why or why not?

22. Magazine Cover Describe the physical characteristics of the sample What technical processes do you think were used to create the sample? What is the function of the sample? Is it a good? Why or why not?

23. What do you Predict Happened This Power point Covers the beginning of commercial art to the late 1800’s. What do you predict happened to commercial art after that time? Discussion Tab Activity