First Things First Manifesto (1964 & 2000)
This is a task in response to my chosen 3000 word essay question which is entitled 'Discuss the role that illustration can play during periods of political and social upheaval'. In response to this, i have explored a piece of text known as the 'FirstThings First Manifesto'. I have chosen this piece of text so that i am able to fuel my ideas in order for to me to analyse the ideology behind the question.
The First Things First Manifesto is a publication that represents an aspect of Capitalism and challenges the idea of art and design within Consumerism. The manifesto was constructed in firstly 1964 and then was 'updated' in the year 2000.
The original version was by designer and art editor, Ken Garland, who spoke out against the idea that designers were wasting their time and talent on 'trivial' advertising campaigns. "applauding the work of those who have flogged their skill and imagination to sell such things as; "Cat food, stomach powders, detergent, hair restorer, striped toothpaste" etc. Garland expresses how the designers of the time were exhausted by this, saying "we have reached a saturation point" and that "the high pitched scream of consumer selling is nothing more than sheer noise" the key word here is saturated, this idea that the nature of consumerism is all the same and overused.
The 2000 version reflects a more driven plea against consumerism. For example in the list of products there is the mention of 'diamonds' and 'heavy duty recreational vehicles' linking it to a political view and war in particular as well as 'designer coffee' which is dealing with unsavoury business ventures and exports. It also states that “ Consumerism is running uncontested”. While 1964 might have been suggesting this, it certainly did not bluntly state it like the 2000 version has. The idea that there are those that voice their opinion but none who are willing to listen. Thus reflecting the tone of voice, a much more driven attack on consumerism.
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