By Joan Gibbons
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Extra resources for Art and advertising
In other words, the idea of a tightly bound and cohesively organised surface that presents content in an ordered and comprehensible way is completely undermined, creating instead a sense of ﬂux and mobility. Add to this images that vary in deﬁnition and scale with no apparent rhyme or reason, as well as the ever-subjective factor of colour and the result is, indeed, a feeling of ‘all-at-onceness’ that, although not quite the same thing, invokes notions of synaesthesia in late nineteenth-century Symbolist art and some forms of early twentieth-century Expressionist art.
41 The popularisation of these more subjective and intuitive approaches in typography is without doubt due largely to David Carson. Indeed, as founder and editor of specialist youth magazines such as Beach Culture (1989–1992) and Ray Gun (launched in 1992), Carson may be said to have been a signiﬁcant force in raising the visual awareness of subcultures that have in general been characterised as disaffected – the ‘Generation X’ of Douglas Coupland’s novel of that name. Further to this, and perhaps as a result of the purchase that the work was seen to gain in these contexts, Carson’s approaches have also ﬁltered into more mainstream magazine design and, of course, advertising, including Carson’s own work for companies such as Nike, Pepsi, MTV and Sony.
What has materialised is not an either or situation where one option has to take a fall, but a situation of increased possibilities. One of these possibilities is the synthesis of the verbal and the visual that, as I have shown, has occurred in different ways in art and advertising but which, in both cases, has also resulted in a synthesis of art and advertising. This synthesis is symptomatic of the way that the boundaries between arenas of practice and ideas of ‘high’ and ‘low’ are collapsing in the culture as a whole and provides a ﬁtting introduction to the ﬂuidity of practices, forms, themes and ideas that will be returned to throughout this book.