GED 108 – ART APPRECIATION

LESSON 1: Art in Today’s Society

BSN 2103 1ST SEMESTER AY 2023-2024 SOURCE: PPT
TRANSCRIBERS: Grace Garcia CHECKER: Grace Garcia

TOPIC OUTLINE Examples of Transcreation

1 Soul Making, Art Fusion, Transcreation
2 Hybrid Art Forms
3 Appropriation Transcreation of Spider-
4 Improvisation and Photo Realism Man in India
5 Installation Art
6 Applied Arts

Soul Making
• In the language that refers to all the activities Background of
concerning individual expression through the arts, is McDonald’s Logo
the deeper process known as “soul making”
• The soul here refers to the individual’s psyche. It is
believed that all individuals (especially artists) have to
work through disintegration that appears to be at the
core of all creative/therapeutic process
• This activity of working through disintegration is
considered to be at the center of human existence.
Philippine
Adaptation of
Art Fusion K-drama
● a product of industry and commercialism.
● It occurs when an artist of any art form collaborates
with a brand/company (a product, service, fashion,
charity) to create a product that will benefit the artist,
the company and society as a whole.
Moana
to Vaiana

Transcreation of Coca
Cola

Transcreation
● type of translation that also includes creation, or
recreation.
● It means going a step further than simply adapting That time Puma insulted
the text. the entire UAE
● A term used in advertising and marketing and
refers to the process of adapting a message from
one language to another, while maintaining its intent,
tone and context.
● Content that is transcreated is created for a particular
culture, using the vernacular of that culture, often in a Transcreation of the
certain locale. KFC Tagline
● Transcreation is more of a content development
process than a translation process.
● In arts, transcreation may take the form of recreating
an art form into another art form with the intent of
changing the medium and nothing else.
● Transcreation is not limited to the way concepts are
expressed or how foreign names are made more Leon Trotsky
appetizing and easier to pronounce. Visual elements
“Art is not a mirror to hold up to society, but a hammer
such as colors, shapes, and sizes are also necessary
with which to shape it.”
to be modified to cultural preferences.
● Examples would be changing the music to text, text
to dance, dance to visual art, text to theatre and text Hybrid Art Forms
to cinema
● Hybrid art forms expand the possibilities for
 experimentation and innovation in contemporary
art
● Contemporary artists are now free to create art with
whatever material or technique they could think of.
● According to Levinson (1984), hybrid art forms are
not purely structural; they are primarily historical.
● Hybrid art forms are art forms arising from the actual
combination of interpretation of earlier art forms. Its
form must be understood in light of their components.
Improvisation
● “improvise”
● is creating or performing something spontaneously
or without preparation, or making something
functional from whatever is available.
● the idea is that in the performing arts for example:
it is spontaneous performance without specific or
scripted preparation
● In improvisation, you add flavors which result to
creativity.

Categories of Hybrid Art Forms Photo Realism

Juxtaposition (or addition)
● simply joining two or more different products to
present a larger, more complicated one
Synthesis (or fusion)
● all components modify each other so that each one
loses some of its original identity
Transformation (or alteration)
● one art is transformed is the direction of another.
● “photo-realism”
● is an extremely realistic style of painting and
drawing, in which the artwork is based entirely on
a photograph.
● complicates realism by combining that which is real
and which is not.
● emphasizes the value of the traditional techniques
of academic art.
● expressed a strong interest in realism in art, over
that of idealism and abstraction.

Two overall effects that Hybrid works of art Installation Art

achieve: ● installation art is a modern movement
Integrative characterized by immersive, larger-than-life
works of art.
● the image of richness and complexity; parts ● installation artists create these pieces for specific
cooperate towards common end (e.g. Wagnerian locations, enabling them to expertly transform any
Opera) space into a customized, interactive environment.
Disintegrative
● rampant lack of coordination; cognitive overload (e.g. Characteristics of Installation Art
Einstein on the Beach)
Immersive
● this unique characteristic entices the viewers’ senses
and invites them to experience the art from new and
different perspectives.
● Artists such as Turrell, Robert Irwin, and Robert
Morris began creating such art in the nineteen-
sixties and seventies; by the nineties, it had become
an institutional fixture.

Forest of numbers
by Emmanuelle Moureaux

The National Art Center,

Tokyo
(Interactive paper art
Installations)
Appropriation
● refers to the practice of artists using pre-existing
objects or images in their art with little Large Scale
transformation of the original. ● most works are massive or large in scale. Their size
● refers to the act of borrowing or reusing existing engulfs the viewers and enables them to become
elements within a new work. Post-modern completely immersed in this environment.
appropriation artists, including Barbara Kruger, are ● the use of scale and proportion by artists conveys a
keen to deny the notion of 'originality' unique viewpoint to their audience just like
balancing and unity.
Example: Let's consider Andy
Warhol's "Campbell's Soup Can"
series (1961). It is probably one of
the best-known examples of The Urchins
appropriation art. The images of by Choi & Shine Architects
Campbell soup cans are clearly
appropriated. He copied the original Singapore
labels exactly but filled up the entire (Traditional manual
picture plane with their iconic technique, Crocheting)
appearance.
 Site-Specific
● site-specific art is produced for one location.
● the content and the meaning are linked to the site. Michael Cinco
● the phrase ”site-specific art” started in 1960s and
1970s as a blanket category for art that was created Pia's gown was actually a
for or in, a specific location. part of Michael's 2017
fall/winter couture collection
which he called The
Impalpable Dream of The
Spiral Jetty Maharaja: The Lapiz Lazuli
by Robert Smithson Collection.

Rozel Point, Utah

(Land art, variously Furniture Design
know as Earth art) ● A specialized field where function and aesthetics
are brought together.

Vito Selma

Applied Arts If you look closely, you'll

● refers to the application of artistic designs and find they're actually very
decorations to everyday utilitarian objects to still. Lines are stubborn
make them aesthetically pleasing. things to pin down, so you
don't; you string them up.

Examples of Applied Arts Joseph Rastrullo

Industrial Design
● Process of design applied to products that are to be The Manolo reminds one
manufactured through techniques of mass of a large leaf bowl but is
production. actually a very
comfortable-looking chair
Kenneth Cobonpue and is made out of
laminated rattan.
Peacock Easy Chair bagged
the Best Seating award in
the Individual Seating
Lounge category, besting
hundreds of competitors.

Ito Kish

With small seaters hosting

crawling greens, medium-
sized seaters supporting
growing trees, and large
pieces seating multiple
persons, the collection
fosters human relationships while keeping the
conversation within the comforting presence of nature.

Fashion Design
● The art of applying design and aesthetics or natural
beauty to clothing and accessories.

Kermit Tesoro

Polypodis (2015) was first

inspired by a carnivorous
plant called Sun Dew and it
later evolved to its current
look after he was fascinated
by cephalopods, floating in
liquid displayed at the Munch
Museum in Norway.