The design of decent by Tony Kushner summary

The design of decent by Tony Kushner displays an in depth over view of the influence of graphic design during Napoleons Italian campaign. Kushner depicts the leadership expressed through Gros's relationship with art, and parades how influential art can be during times of hardship. 'These posters, these works of art, have a restorative power. Each is an argument that stamps itself indelibly on the soul of the passer by'. This quote highlights that even though each individuals relationship with art is different, unity can be sourced in times of oppression.

The chapter offers an informative synopsis with critical understandings which emphasis the impact of graphic design upon the historical content examined, whilst displaying extensive knowledge upon the specific topic areas. An informative read that although displays signs of complexity, offers an indepth view on the historical and artistic issues explored within the text.

The design of decent by Tony Kushner

An informative yet critical insight into Napoleons Italian campaign.

1. In May 1796, Gros, a young miniaturist arrived with the army and overheard talk in the great Caffe dei servi, of the exploits of the Archduke, who happened to be extremly fat. He sketched an image of a soilder thrusting his bayonet into the obese Archduke's belly:intead of blood out poured an incredible quanity of grain.
2. 20,000 copies of this image were sold that evening. 
3. The uphevel turned over 3 days later, mainly due to the graphic design influence. 
4. Rather than simply overturning the greedy tyrant, Gros is also doing his own part in cementing French domination of the Milanese, replacing Austro-Hungarian/Spanish dominance. 
5. A scrap of a torn menu has been left on a cafe table, left behind for others to find, others who know what the artist knows- that a violent, unjust, crinimal order is overdue for abolishment.  

"Stendhal chooses Antoine-Jean Gros's little act of graphic design to emblematize a turning point in political consciousness"

"An image on a poster, brand new yet long expected, possesing the power of the uncanny, as if an complete stranger on the street had stepped up to you and spoken clearly something deeply familiar but also deeply private, something you belived only you or very few others like you belived."

"It is even more of a miricle that the act of forcing the imposible is, in the history of political revolution, often catalyzed by something as flimsy as a poster plastered on a wall- the perfect poster on the perfect wall at the perfect moment"

"what's miraculous is not that great graphic design, employing shock, wit, and clarity borne of urgency, can move people to action, to acts of courage and sacrafice, overcoming habit and fear. Art cant do anything but change people-but art changes people and people can make anything change"

"These posters, these works of art, have a restorative power. Each is an argument that stamps itself indelibly in on the soul of the passer by"

Visual Literacy

Within today's Context Of Practice lecture we focused primarily on visual literacy, and how as humans we have the ability to make meaning from visual componants, such as images, symbols and colours. I found this highly influencing as I wasn't consiously aware of how often I create subconcious conclusions towards design. I also resived information surrounding a global awareness for certain signs and symbols, this enabled me to discover that the only componant necessary for any language to exist is an agreement amongst a group of people globally.

We also looked in detail at visual syntax, refering to the pictorial structure and visual organisation of elements. This educated me on how not only the image itself is viewed but how surrounding images can also influence it's appearance and meaning. An example of this is shown below:

 The above symbol can be viewed in multiple ways, this includes a plus symbol, an crucafix and also health.

Whereas when a colective group of symbols are present you are much more likely to describe the symbol as a plus sign. This is due to the meaning of the other symbols embeding it's meaning.

I also discovered the meaning behind an visual synecdoche, and how one symbol for example Big Ben can represent the whole of London. When creating design for a wider audience, it is important to create common ground, therefore I found this information highly intresting and will try to use it within future projects where the target audience is universal. I belive this is why when large companys such as Mcdonalds and Coca-cola rebrand, their logos tend to follow the same format and colour pallete as previously. This is due to the large association towards their brand and personal identity.

Task 1: Comparative critical analysis

The above image is an advertisement promoting an limited addition 'Uncle Sam's range' which was commissioned as part of the centenary celebration for American independence, I discovered this information when looking closely at the image, particularity the clock face.The date 1776 is present, this is the year in which America gained independence from the British Empire.

Other ideologies within this image includes the fabricated use of the American flag which suggests a time period in which America was highly patriotic, and then consequently self absorbed. This is  openly demonstrated within the 'Bill of fair' which suggests that America has invited the whole world to dinner, which is somewhat egotistic. The script conveys a stereotypical representation of each country's food habits, including an coarse suggestion towards the Irish eating raw potatoes.

The children present are labeled Dixy, West and New England all of which were the fundamental first states. Dixy was initially the home of the slave trade and therefore the link with the servant protagonist in this image is crucial, as at the time of publication having a slave would have been highly sort over, and considered something highly desirable. When adverts are in the initial stages of development an aspirational component is usually combined in order not only to sell a product but to also sell an lifestyle. I feel that this has been highly considered throughout this advertisement as an 'easier' way of life has tried to be promoted throughout the medium of luxury.

This poster was created by the Empire marketing bored around the 1930's, in an attempt to promote the best quality's of the empire back to the British colony's and to also encourage sponsors, who's money would typically be used for infer structure projects. Within the first image the protagonists appear under strain, and their facial expressions promote a sense of dishearten, this is a juxtaposition in comparison to the lower image whereby the males appear much more lively.Also the apparent change of mise en scene, including the protagonists attire, is generally superior within the second image. This difference was consciously made by the producers in order to suggest the British influence upon weaker settlements, making colonization appear positive.


Although the two advertisements I have looked at in depth advertise completely different topic areas, they also share some comparisons despite their half a century age difference. They both outline racial issues and tensions as they both believe that their empires are the greatest, and others from less economically enriched countries are inferior. They do this by picking stereotypical aspects from a country and enlarging them, making their exaggeration the new 'norm' for the countrys representation. Specifically this is shown as set examples within each text which include: presuming that the whole of East Africa live in tribes, and also by the fair bill creating exaggerated stereotypes of country, for example, the Irish only eating potatoes.

Both of the texts also represent women poorly as they are less prominent then the males. This is specifically demonstrated  in the new style as women are not present at all, suggesting that the new world doesn't have a need for women as they are inferior. This also occurs in the first text as the only woman present is serving, therefore depicting her as much less powerful than the males.