Figure 2: Leading Causes of Death for Youth and Adults (2003)

PIERRE: I’VE GOT IT. LET’S GO INTO DEATH VALLEY AND SHOOT ESTELLE CHASING TUMBLEWEEDS IN THAT $8,600 COUTURE GOWN FROM FROU. THIERRY: THAT MAKES NO SENSE. BRILLIANT!

• reveals how intimately connected visual and verbal content is

• shows the complexity of creating new warnings for new threats

• serves as an excellent example of parody

1919 2003

1919 2003

“We’ve always known that the UPS brand touches people millions of times worldwide each day, but the true magnitude of that truly came to life as we assessed how many places and how many ways our visual icon would have to change.”

Gary Mastro, UPS vice president of brand and product marketing

• March 2003: UPS launches new logo

• logo is the result of more than 2 years of research, testing, analysis, and design work

• goal of new logo: “We believe this dynamic new approach to the supply chain will allow our customers to evolve in new and necessary ways. It is also UPS’s vision for future growth. No other entity brings the technology, portfolio of services, industry expertise, reliability and trusted brand to the table as does UPS. “

• Dorothea Lange’s Migrant Mother (1936)

• nicknamed the “depression madonna”

• emblem of hardship; a “timeless and universal symbol of suffering”

• father deliberately removed from the shot

• children told to tuck their heads behind mother because they were laughing

• mother’s arm posed

• presents a racialized (and racist) way of looking and ideological construction

– “native” peoples are naked, laying on fur

– white children are dressed, sitting on a bench, wearing glasses, reading books, interacting with toys

• Forrest Gump (1994)

• created its own reality and history

• controversy = creation of events through splicing of historical footage with contemporary footage

• Brawny Man’s makeover (2004) he’s metrosexual

• prior to new Brawny launch, women were invited to “create their own virtual Brawny man”

• tyranny of the alphabet/ic

• textual information, explanation is the only privileged mode of communicating knowledge

• rules of design are prescribed and set