The Artistic Ideals of Graphic Design Artists in the Television Industry: The Developing Standards of a New Art Form

256 Pages·2007·1.04 MB·English

by  Dana Ulloth

THE A RTISTIC IDEALS
OF G RAPHIC D ESIGN A RTISTS
IN THE T ELEVISION INDUSTRV
THE DEVELOPING STANDARDS OF A NEW ART FORM
DANA R. ULLOTH
THE ARTISTIC IDEALS
OF GRAPHIC DESIGN ARTISTS
IN THE TELEVISION INDUSTRY
The Developing Standards of a New Art FOlm
Dana R. Ulloth
With a Foreword by
Philip S. Kipper
The Edwin Mellen Press
Lev,lston eQueenstoneL ampeter
Library of Congress Cataloging-in-Publication Data
Ulloth, Dana Royal.
The artistic ideals of graphic design artists in the television industry: the
developing standards of a new art form I Dana R. Ulloth ; with a foreword by Philip S.
Kipper.
p.cm.
Includes bibliographical references and index.
ISBN-13: 978-0-7734-5316-6
ISBN-lO: 0-7734-5316-4
1. Television graphics. I. Title.
PN1992.8.G7U452007
778.59'3--dc22
2007038467
hors serie.
A ClP catalog record for this book is available from the British Library.
Copyright © 2007 Dana R. Ulloth
All rights reserved. For information contact
The Edwin Mellen Press The Edwin Mellen Press
Box 450 Box 67
Lewiston, New York Queenston, Ontario
USA 14092-0450 CANADA LOS ILO
The Edwin Mellen Press, Ltd.
Lampeter, Ceredigion, Wales
UNITED KINGDOM SA48 8LT
Printed in the United States of America
Dedication
Sarah, Darrien, and Tania

Table of Contents
Foreword I-Philip S. Kipper
Foreword 2-R. Arnold Gibbons v
Foreword 3--Helen E. Bieber ix
Acknowledgements xi
Introduction 1
1. Visual Design: The Problems of Evaluation 5
a. Aesthetics: Three Theories of Art 7
b. Motion Pictures and Art 8
c. Three Approaches to Judging Artistic Experience 11
i. Representational or Imitational 11
ii. Formalist Theory 16
iii. Expression 20
d. Conclusion 24
2. Examining the Background of Graphic Designers 25
a. Selection of Respondents 26
b. Interviews and Questions 28
3. Biographies of Several Early Graphic Designers and Schools 31
a. Bauhaus 1919-1933 32
i. Herbert Bayer 33
II. Laszlo Moholy-Nagy 35
b. Svviss Design 36
i. Peter Behrens 38
c. Graphic Designers in the United States 39
1. Saul Bass 40
ii. Paul Rand 41
iii. David Carson 42
d. Conclusion 44
4. Production House: A Historical Review of Charlex 45
a. Digital Graphics Production: Early history 46
1. Learning the Technology: 1980-1984 47
ll. Combining the Rules of Composition with Technology:
1984-1987 48
iii. Balancing the Picture: 1988-1990s 51
IV. Conclusion: The Early Period 56
b. Charlex: Early in the Twenty-first Century 57
I. Designer, Art Director 57
1. Education 57
2. Early Career 59
3. Philosophy 60
ii. Lead Lighter 61
1. Youth and Educational Preparation 61
2. Early Career 63
3. Current Position 64
4. Aesthetic Theory 65
5. Television and Traditional Arts 66
6. Sources of Inspiration 66
c. Conclusion 67
5. Graphic Design: Young Independent Agency:
PRO/CREATE Design and Communications 69
a. University Preparation 70
b. Gaining Experience 72
c. The Creative and Organizational Process at Pro/Create 73
d. Aesthetic Theories and Experience 77
e. Art and Personal Experiences 80
i. Technology and Art 81
f. Conclusion 83
6. Academic and Professional Preparation and Practices of
Designers at British Broadcasting Corporation (BBC) 85
a. BBC: A Brief History 86
b. Design Services at the BBC 87
c. Designers and Their Experiences 89
i. Background of Steven Aspinall 89
ii. Considerations When Developing Projects for BBC
Broadcast Design 91
iii. Related Comments 93
d. Managing the Creative Environment 96
1. Identifying Candidates for BBC Broadcast Design 97
11. Creative Growth for Designers 100
e. The Relationship of Real time Graphics and
Design to the Mission 102
1. The Effects of Real Time Data on Design 104
f. Conclusion 105
7. Large Broadcaster: NBC Cable, MSNBC 109
a. Graphics Department 110
b. Graphics Director 111
c. Senior Animators and Graphic Artists 116
i. Animators 122
ii. Graphics Animator-Another View 124
d. Conclusion 128
8. MTV: Graphic Design at a Music Network 131
a. MTV Design: The Experience of the Leader 132
i. Educational Preparation 132
ii. Career Path 133
iii. The Process of Graphic Production 135
iv. Influence of Artistic Theory 137
v. Television as a Visual Art 138
vi. Maintaining a Creative Edge 138
b. On Air Design: Romy Mann 139
i. University Education 139
ii. Career 140
iii. Creative Process 141
IV. Theoretical Analysis 143
c. Design Director, On Air Design 145
i. Educational Preparation 145
11. Early Career 147
1lI. Process at MTV 148
iv. Philosophy of Art 150
v. Client Needs and Designer Characteristics 151
d. Senior Art Director, Off Air Design 152
I. Education 152
ii. Career Path 153
iii. Keeping Designers Creative 154
IV. Artistic Theory and Client Interactions 155
v. Television, the Visual Arts and Staying Current 156
e. Conclusion 157
9. Survey of People Working in Electronic Television
Image Production 159
a. Methodology 159
b. Results: Nature of Product 161
i. Length of Assignment 162
11. Equipment Skills 163
lll. Education 164
iv. Interests 166
c. Analysis of Data 168
10. News Constraints: A Case Study 171
a. Some Criticisms of Gulf War I 172
b. Early NBC Coverage 175
c. CNBC Coverage 178
d. Analysis 187
11. Electronic Technologies, Graphic Artists and Their Art 189
a. Education 190
b. Career Paths 192
c. Artistic Approaches and Considerations 194
d. Staying Fresh 204
e. Managing Creative Talent 206
f Technology, Graphic Design and Art 208
g. A Limitation 212
Appendix: Questionnaires Used for Study of Graphic Artists 215
a. Instrument 1: Questionnaire Used During
In Depth Interviews 215
b. Instrument 2: Questionnaire Used for Survey
Appearing in Chapter 9 217
Bibliography 221
Index 227