stetisk Kommunikation

1
Æstetisk Kommunikation Branding
Branding is about bonding with people in their
daily life. Only when a product or a service
kindles an emotional dialogue with the consumer,
can this product or service qualify to be a
brand (Quoted in Gobé)
2
practical info

• Using the blog?
• Last day Kunst-show
• 10 minutes presentation per group
• Show the piece!
• Explain idea behind
• Tell us shortly why it is art and what properties
  of digital media does it play with according to
  the courses pensum
• What did you learn from the creative process
• Then we vote and choose the best one prizes!

3
dagens menu

• Intro to texts ideas
• Seminar Logos and Branding Online (by Ian)
• Example show (by all)
• Øvelser Implementation

del 1
del 2
4
2 sessions vs usability ?
5
2 sessions vs usability ?
6
Aesthetic communication and rhetorics

• Rhetoriké (gr) the art of the political speaker,
  that is, one that addresses the public in order
  to convince (decisions, call to reason as pure
  rhetorics)
• Oral
• Expressive beauty, aesthetics
• Later rhetorics as psychological manipulation
  (calling to emotions)
• Later codified into rigid system

7
Aesthetic communication and rhetorics

• Gorgias Encomium on Helen
• Language has enormous power and can make reason
  into absurdity and absurdity into truth
• People are easily affected by language language
  can turn them
• Everything is logos
• Rhetorics and poetics dont have to serve truth
  but verosimilitude

8
Blackboard model
9
Thyssen

• All communication is aesthetic (has a sensorial
  dimension)
• All communication has content and modus
• In order to identify the aesthetic in language a
  receiver enters a special state fri strømmende
  opmærksomhed, different from the usual quick
  perception
• So there is both aesthetic communication and
  aesthetic attitude (which is independent of
  morality or practicality)
• We see through aesthetics in everyday language,
  only in artworld do we stop and look
• Need to go vs routine and the usual coding
• Aesthetic perception has a subjective side
  effect impossible to control

10
Thyssens examples

• Aleta forførte, men ikke tvungne, gennem en
  iscenesættelse, ikke en påstand
• Alfa Romeo bil og erotikken, gennemskuet men
  virker

11
Thyssen Branding

• Building up identity
• All organizations equal so cannot distinguish
  yourself by product/content, need to present it
  in special way
• To make a brand into a symbol
• Symbolic value more important than practical
  value
• A brand is a tool for an organization to survive
  strategically

12
Blackboard model
13
Gobé ideology behind branding

• Bonding emotionally with people
• Lifestyling, humanity, spirituality, personal
  dialogue with consumers
• Buying outdated, art of shopping instead.
• Branding is about being different from the others

14
Gobé ideology behind branding

• Consumers
• Product
• Honesty
• Quality
• Notoriety
• Identity
• Function
• Ubiquity
• Communication
• Service

• People
• Experience
• Trust
• Preference
• Aspiration
• Personality
• Feel
• Presence
• Dialogue
• Relationship

from
to
15
What do you think?
16
Gobé online branding

• Global
• About attracting people to sites (design)
• About making your brand unique
• About creating dialogue and contact with people
• Unique characteristics customization and
  community

17
Gobé managing emotional content of your brand?

• The oil scandal
• Danmark.dk?

18
give us a break!!!
19
Seminar Logos and Branding Online (by Ian
Wisler-Poulsen)

• Oplæg
• Kig på
• http//www.nike.com/main.html
• http//www.svanholms-koereskole.dk/
• Diskussion

20
Your examples?
21
Til næste gang

• If you want to post exercise progress on blog you
  will get some feedback on Monday, but it is not
  compulsory.
• Next week we have a guest speaker Mads Bødker,
  who will be lecturing on "The "Cultural Turn" in
  HCI - machines, practice, experience, within the
  topic of Nydelse, æstetik og design.
• Read
• BERTELSEN/POLD. 2004. Criticism as an approach
  to interface aesthetics. (kompendium)
• An interview with Phoebe Sengers (will not be in
  pensum) (http//www1.itu.dk/sw39318.asp)
• GAVER, Willlian. Ambiguity as a ressource for
  design. (http//www.equator.ac.uk/var/uploads/200
  2-gaver-0.pdf) (added to pensum)
• You dont need to read all the other texts to
  turn up to class, I will make a
  summary-presentation of them. But remember that
  they are in the pensum if your synopsis should
  circle around these topics.