Each famous and successful magazine has a style that can be easily distinguished. For instance, GQ, ID, and many other publications demonstrate design elements that help them to stand out among competitors and maintain profitability. It is observed that elements of design can become acts of protest or sources of wonder (Angel). For this reason, the design is crucial to the success of publications. And for the same reason, learning the principles of successful design is the main professional goal of every magazine designer.
Every year, thousands of new magazines are created and published but, due to the severe competition, many of them have a very short lifespan. Design plays a major role in getting your magazine noticed (Cullen 117). It determines success and prolongs the magazines survival. Design is an intrinsic element of the brand and, to fit the magazines style, it should be harmonically matched with other brand constituents: editorial content and voice.
Analysis
As King-Gordon mentions in her book, members of the present-day visual society anticipate the three-dimensional eye candy provided by every media, including magazines (8). The visual appeal of products and press is crucial in the contemporary world. People are bombarded with enormous loads of information throughout every moment of each day. As a result, quality and visual representation of information becomes important.
A magazine designer is an artist, and, like in any form of the artistic process, his/her approach to work must be creative. The 1990s marked a new period in magazine design development. Magazines challenged readers to see, understand, and interact with the world in new ways (King-Gordon 9). Designers widely used unusual layouts and formats and experimented with scripts and colors. Still, experimentation is risky, and it is good only in limited amounts. At the current stage of the magazine designs evolution, the working approach should combine both creativity and practicality.
Successful designers follow four standards of magazine publishing: format, formula, frame, function (King-Gordon 10). Generally speaking, these four standards allow designers to make appropriate designs that would be relevant to the themes of magazines. The category of function comprises the purposes of magazines existence, and it is the most significant factor. Thus, designers must pay greater attention to it. Paying attention to the functions of publications helps designers to tame their creativity and make it more purposeful. As a result of this, they become able to meet readers expectations. With that, if the design suits the magazines function, it does not mean that it necessarily should be boring. On the contrary, by placing ourselves in a framework, we become able to make something that would satisfy readers interests and maybe even exceed their expectations. In other words, designers should not regard work process regulations as something negative but rather should use it as a stimulus for experimenting.
Conclusion
Bad design is detrimental to magazines success and can cause large financial losses. Good design, on the contrary, allows publications to stand out and increase their competitiveness. Designing is an artistic process, yet magazine designers are not absolutely free in their work. To be successful, they should understand readers and the magazines functions. Design is a medium for the projection of magazines voices. Voice and design are two inseparable categories. Thus, they cannot oppose and contrast each other, and, for this reason, the main task of designers is the creation of harmonious relationships between them.
Works Cited
Angel, San. The Ultimate Guide to Magazine Cover Design. Century One. 2013, Web.
Cullen, Cheryl Dangel. Graphic Design That Works: Secrets for Successful Logo, Magazine, Brochure, Promotion, and Identity Design. Rockport, 2004.
King-Gordon, Stacey. Magazine Design That Works: Secrets for Successful Magazine Design. Rockport, 2001.
Summer Place in China is one of the influential architectural designs that marked a major shift in the Chinese construction industry. Located in Haidian District north of Beijing City, Summer Palace is the largest well-preserved royal park that has become a major tourist attraction in the country. According to Mackerras and Yorke (73), it was constructed in 1750 by Qing architects as a royal garden for entertainment. The ruling class wanted a unique garden where they could rest, entertain themselves, and be safe from any form of aggression. That is why it was constructed along the beach in a unique design to ensure that the royal families were safe. It later became the official residence of the royal families before it was destroyed by Anglo-French armies. As Sullivan (32) says, Summer Palace introduced a new era in the Chinese architectural design. It succeeded in bringing out the Chinese unique culture in a park in form of the sculptors used, trees and flowers in the park, the buildings among others. In this paper, the researcher seeks to support the argument that the design of Summer Place influenced the Chinese architectural development towards modernity.
Design of Summer Place
The architectural design of Summer Place focused on how to offer the the royal family of Qing Dynasty maximum comfort and pleasure. According to Mackerras and Yorke (114), when analyzing Summer Place, it is important to take note of the time when this park was constructed. In 1750, Qing Dynasty faced numerous security threats from the neighboring countries and European powers that were spreading their sphere of influence. The figure below shows one of the houses within the park. It acted as a watchtower where the security personnel could identify a security threat as early as possible. This park is considered revolutionary because for the first time in Chinese architectural history, nature was integrated very closely with structures. This can also be seen in the figure below. The architects had a difficult task of designing how houses had to be constructed without interfering with trees and other important vegetations. The vegetation had to coexist with the structures in the most normal way possible. According to Mackerras and Yorke (82), this was the beginning of having vegetation closely integrated with major buildings in this region. The third factor that made Summer Palace unique was the fact that it was constructed along Kunming Lake.
Figure 1: The Summer Place Park
Summer Palace integrated both traditional Chinese and Western architectural designs. According to Mackerras and Yorke (54), Summer Palace was an ensemble of palaces, lakes, and gardens all integrated very closely to give a unique ambience. Once in the park, one had the choice of relaxing in the palaces, walking within the garden to enjoy the beauty of nature, or taking time in the lake. The houses within the park were also designed in a unique but traditional Chinese design. As Sullivan (86) notes, the designers were keen to merge modernism and traditional designs of Chinese structures when building these houses. As shown in the figure below, all the houses in the palace were round, a reflection of Chinese traditional houses. However, the materials used and the design made it possible to construct high rise buildings. The main palace within the park was a five storey building, something that was unique in China during this era. According to Sullivan (43), in 1750s, Chinese designers were still struggling to find ways of building taller structures. Inasmuch as they were known for designing some of the unique buildings in the world in terms of shape and materials used, they were yet to find a breakthrough in constructing tall structures (Guanghui 29).
Sullivan (98) says that during this time, the city of Beijing was expanding very fast as a trading center and the capital city of the Chinese rulers. Land was becoming scarce, especially within the city, and the designers were under pressure to come up with buildings that could maximize space. Given that the horizontal space was limited, the designers had to find ways of maximizing the vertical space. The palaces within the park were designed to maximize this space. Olivova (234) says that it was achieved by carefully selecting the materials used in the construction. The designers realized that the major challenge that the traditional designers had faced when trying to construct high rise buildings was on the materials they used. The materials became lighter as the building went higher. This meant that the foundation of these palaces could easily support the entire structure without the threat of succumbing to the weight. Another breakthrough when constructing the palace was on the joineries. The architects made sure that all the joineries had direct support going to the base of the building. This made it possible to construct tall houses using very unique designs.
Figure 2: Summer Palace
Summer Palace was designed to be a semi-autonomous city. According to Sullivan (75), Summer Palace was designed to be a city within a city, especially after the rulers decided to make it their official residence. When it was constructed, the initial idea was to have a park where the royal families could go for holidays. However, major changes were made after it was converted into a royal residence. More structures were put up to accommodate the increased population. The movement within the park was facilitated by unique bridges and footpaths. According to Rowe and Kuan (56), other than the royal families, the majority of the residents in this park were soldiers and servants. They had to move easily within the park to serve the rulers and protect them in cases of danger. The figure below shows structures within this park where the royal families stayed.
Figure 3: The Summer Palace Residence
The kings palace and the royal court were surrounded by other buildings that served various purposes. The number of structures within the park is a clear demonstration that many people stayed within the park.
Why Summer Palace Influenced Chinese Construction Industry
According to Rowe and Kuan (26), Summer Palace has a massive influence on the Chinese construction industry, specifically because it was a royal residence that was admired by the rest of the population. This was the beginning of a major shift from traditional housing designs. The Chinese architecture started embracing the Roman architecture. However, it was modernized to fit into the local context. The figure below shows one of the resting places for the rulers along the beach that closely resemble the Roman architectural designs. Although the roof reflected the traditional Chinese design, the entire structure had a major shift towards modernity. Prince Gongs Mansion constructed in 1777 is one of the houses built based designs used in Summer Palace.
Figure 4: The Summer Palace
According to Rowe and Kuan (2002), architects always face a challenging task of meeting the expectations of the clients in a realistic manner. The structure must be functional as a basic requirement before meeting the uniqueness in design as demanded for by the client. In the figure above, the building resembles a ship on the shore. This meant that the designers had to construct this house in water. This was a rare construction design in the Chinese construction industry. Successful construction of the above building was a clear sign to the architects that it was possible to design and effectively build such a structure. Matten (129) says that many similar structures have been put up in this country and many other parts of the world. A good example of current structures that borrowed internal designs from Summer Palace is Yintai Centre in the city of Beijing. The designs used in these buildings brought together modern construction plans borrowed from the West and the traditional styles of construction by maintaining unique traditional roofing designs while embracing the materials and shapes of structures used in the West.
Summer Palace has also influenced the modern day urbanization not only in China but also in the rest of the world. According to Watt-Evans (113), the palace was a city within a city. One unique factor about this palace is that the designers made an effort to ensure that nature was not interfered with during the construction process. This is what modern-day architecture are trying to embrace when developing ultra-modern cities. There is an attempt to restore vegetation within the residential areas just like it was in the Summer Palace. It is becoming clear that trees and other vegetations play a critical role in enhancing the beauty of residential areas.
Conclusion
The Summer Palace played a major role in enhancing modernization of Chinese architectural designs. The designs used in the buildings brought together modern construction plans borrowed from the West and the traditional styles of construction. This was a historic shift in housing designs in this region as the society opened up to Western civilization.
Works Cited
Guanghui, Ding. Experimental Architecture in China. Journal of the Society of Architectural Historians 73.1 (2014): 28-37.
Mackerras, Colin, and Amanda Yorke. The Cambridge Handbook of Contemporary China. Cambridge: Cambridge University Press, 1991. Print.
Matten, Marc. Places of Memory in Modern China: History, Politics, and Identity. Leiden: Brill, 2011. Print.
Olivova, Lucie. A Map of the Chinese Imperial Summer Resort Discovered in a Czech Museum. Imago Mundi 62.2 (2010): 232-238.
Rowe, Peter G, and Seng Kuan. Architectural Encounters with Essence and Form in Modern China. Cambridge: MIT Press, 2002. Print.
Sullivan, Michael. The Arts of China. Berkeley: University of California Press, 1999. Print.
Watt, Lawrence. The Summer Palace. New York: Tor, 2009. Print.
Architecture is the discipline concerned with the design of buildings and cities. Architects make use of their professional skills to create buildings and spaces that can be utilized for various purposes. The field of architecture has witnessed significant changes over the centuries. Architects have adjusted their practices, form and material to take advantage of the technologies of the time. Even so, architects generally rely on history with the contemporary buildings having many features or styles from the old era.
A unique form of architecture, which emerged in the early 20th century, is futuristic architecture. This form of architecture represented a major deviation from the traditional architecture since it was strongly anti-historical and placed a great emphasis on technology and modernism. Advocates of futuristic architecture declare that this art form will positively affect society.
They argue that in an era of diminishing resources and advancing of technology, futuristic architecture will improve building design efficiency. In spite of these positive impacts of futuristic architecture, it is considered by many to be an irrational type of art. This paper will set out to provide an informative overview of futuristic architecture and then proceed to highlight why it is considered an irrational type of art.
Emergence of Futuristic Architecture
The futurist movement emerged as a revolutionary concept that sort to deviate from the traditions and instead focus on technological development and daring experimentation. This movement was inspired by the great fascination with machines that the pioneers of the movement had. Daidalos reveals that the accuracy and speed of machines led to a cult of the machine age in the early 20th century (32).
Artists therefore sort to incorporate the aspects of the machine into building designs. Futuristic architecture can trace its beginnings to the Italian artist, Filippo Tommaso Marinetti, who began the futuristic movement through the publication of his Futurist Manifesto in 1909. Marinetti advocated a move away from tradition and an embracing of modernity (Jensen 36). The movement started by Marinetti in Italy had a significant following of architects, artists, and engineers.
The Movements Philosophy
Futurism was based on the philosophy of modernism and a freedom of expression. It is strongly against sentimentalism and history and therefore adopts an opposing view of the past. Futuristic Architecture fights against the sentimentalism of the romantic era and embraces originality (Coleman 315). The futurism manifesto explicitly calls for the destruction of the adoration of the past or the obsession with history.
Instead, technology and modernity should be exalted in place of the past (Ialongo 440). Since futurism is not restricted by the historical views, it allows a wider spatial thought for design. Architects are therefore able to come up with ideas that merge science and design. Advocates of this form of art claim that it will shape modern architecture and design in a wholly different manner. By accommodating bold imagination, futuristic architecture will allow artists to create forms that embrace ideas of science, technology and modernity.
Key Figures in Futuristic Architecture
The first key figure in futuristic architecture is the Italian Artist Filippo Tommaso Marinetti. Ialongo refers to Marinetti as the leader of Futurism and credits him for the movements early expansion throughout Italy and Europe (393). Marinetti founded the futuristic movement and published its manifesto in a popular magazine of the time.
This exposed the concept of futurism to the wider public leading to significant attention by many artists and architects. The new concept advanced by Marinetti was characterized as a dynamic, energetic and radical movement that wholeheartedly embraced the modern and fought against the past.
The Italian architect, Antonio SantElia is credited with having created the first elaborate set of futuristic designs. His drawings were of a futuristic city, which was highly mechanized and modern. It had visionary features such as aerial walkways and huge monolithic skyscrapers. SantElia was killed in 1916 while fighting in the First World War. His proposed futuristic designs were therefore never built and most were only exhibited in galleries.
However, the clarity and authenticity of SantElias work exemplified the originality and boldness that the futurist movement wanted to promote (Coleman 316). For this reason, SantElias work became a source of great inspiration for futurists. Architects all over Europe held his drawings in high regard and futurists consider his work the earliest example of futuristic architecture.
The Italian architect Angiolo Mazzoni made significant contributions to futuristic architecture. After joining the futurist movement in 1933, Mazzoni designed a number of original and futuristic buildings in Italy (Jensen 40).
One of the most notable works by Mazzoni is the heating plant and main controls cabin at Santa Maria Novella railway station . For its time, this technical facilities building was a masterpiece and ahead of its time. Mazzonis design was functional, complex, and highly efficient. It exemplified the ideals of futurism and therefore inspired futuristic designers for decades.
Evolution of Futuristic Architecture
Technology plays a central role in futuristic architecture. Leuth declares that technology as the vehicle of Utopia will supply the building blocks for the futuristic structures (319). It can therefore be expected that futuristic architecture should change with changes as technological advances are made. Futurism began with the machine age where the futurists exalted the machine and its inherent attributes such as speed and sleekness.
Since its beginning in 1909, Futuristic architecture has undergone some significant evolutions. The first major evolution was after the Second World War. In this period, the world was introduced to the atomic bomb and before long, the Space Race between the US and the USSR was in progress. Futuristic architecture was therefore inspired by these two technologies. The designs made by architects who subscribed to futuristic concept in this era were greatly influenced by space and the atomic bomb (Leuth 320).
The post WWII era was followed by the post-modern futurism era, which started from the 1960s. Prominent futuristic architects such as Yona Friedmans and Arata Isozaki created impressive designs that were utopian. Arata Isozaki created the design for a space city in 1960 while Yona Friedman proposed a spatial city above Paris in 1963 (Daidalos 33).
Over the decades, futuristic architecture evolved to focus on using innovative technology to create structures that were efficient and modern. Present day futuristic designs address issues such as climate change and resource limitation. They often accomplish this by proposing mega-structures that are built with sustainability in mind.
Why Futuristic Architecture is an Irrational Type of Art
Futurism seeks to replace human art form with non-human products. Cottom elaborates that for futurists, all nuances of the past such as sentimental love, museums, and libraries must be abolished and replaced with machines (87). The founder of futurism, Tommaso Marinetti, contends that the goal of this concept is to create non-human poetry, as well as other arts foreign to humanity, by way of transformations that would follow from the mechanization of humans (Cottom 87).
Due to the rejection of history, futuristic architecture tries to create designs in an entirely different manner. For the futuristic architect, originality and detachment from the past is desirable (Coleman 344). In an attempt to fulfill this core component of futurism, architects create fresh designs that tend to be obscure or and lacking in aesthetic value. Rational art relies heavily on historical forms and human emotions. Artists are encouraged to study historical material and use this as inspiration for their own works.
Most of the futuristic proposals by architects are based on technologies that do not exist. There are therefore more of a fantasy since the technology that would be needed to implement them might never be developed. Bradley admits that most artists make architectural proposals that can be viewed as science fiction due to their fantastical elements (45).
To support their fantastical visions of futuristic houses and super cities, some artists point out that while internal combustion engines and coal-powered factories were not present 250 years ago, the two are not family technologies that have transformed the world (Bradley 45).
It is therefore plausible that humankind will develop the sweeping technological changes that will make the fantastical visions by todays artists realizable. While technological progress is assured, it is not possible for architects to accurately predict the path that this progress will take. Creating a design that is based on technology that might never be developed is irrational.
Futuristic architecture is not always able to transform the futurist visions presented by artists into bold urban forms. As noted, futurism requires architects to come up with bold and revolutionary designs. These designs are functional in nature and often have a modern aesthetic appeal.
However, in most cases the forms proposed are novel and exciting but impossible to implement (Coleman 344). The bold and often provocative ideas presented by futuristic architecture only exist as hypothetical designs. As such, while they do offer inspiring visions of a glamorous future, the designs cannot be realized at the present time.
A significant shortcoming of futuristic architecture is that it is too general in nature. Futurists present a vague idea of the forms that architects should create. Futurism provides broad terms such as emphasis of technology, reinforcement of original behavior, and destruction of sentimentalism and history (Bradley 46). However, no specific means of achieving these lofty ideals are provided. Without the availability of a clear means for achieving futurism, architects are often unable to create the dynamic and energetic art forms.
Conclusion
This paper set out to provide an overview of futuristic architecture and discuss by it is an irrational form or art. It began by acknowledging the significance of architecture and how this discipline has changed with technological progress by humans. It then traced the beginning of futuristic architecture in Italy under Filippo Tommaso Marinetti. The paper has shown that futurism seeks to transform futurist visions into bold urban forms that are characterized by great imagination and a deviation from the past.
A review of the most influential futuristic artists has been given and their contributions illustrated. The paper has then elaborated on why futuristic architecture is an irrational type of art. It has shown that while some futuristic designs are based on existing technologies, most of the novel designs are based on technology that is yet to be developed making them fantastical.
Futuristic architecture plays a role by giving architects the chance to present their utopian visions. However, these visions are hardly ever realized and they only remain to be inspirations for other architects and designers.
Works Cited
Bradley, John. The Urban Remodeler. Popular Science 277.1 (2010): 45-47. Web.
This paper reviews the article written by two professionals in the sphere of architecture who represent Istanbul Technical University. In their work, Yaz1c1o lu and Kano lu (155) focus on the peculiarities of kitchen interior design. The authors want to reveal how basic design rules and user requirements can be aligned to enhance the success of the performance-based design. This topic is selected because the literature review reveals that the professionals who developed associated studies, failed to consider this very aspect of design. In addition to that, a kitchen is selected for this experiment because it is a room people enter more than 80 times a day and a place where they conduct constantly repeating actions. The study developed by Yaz1c1o lu and Kano lu (156) is qualitative. It is based on a literature review and following the classification of the received data.
The study is very important for practice because it provides a kind of a guideline that can be used by professionals when they deal with those projects that presuppose the necessity to develop kitchen interior design, meeting particular users requirements (both physical and psycho-social). To reveal this information, the authors not only analyzed more than 80 authoritative sources but also extracted 130 design rules from them. Further, professionals also aligned these rules with 12 major user requirements. In this way, Yaz1c1o lu and Kano lu (156) managed to conclude that kitchen design success could be enhanced significantly if professionals use a systematic classification of rules and requirements. The design project should be developed in three steps. The scope of work should be identified so that a range of purposes can be developed and prioritized. Finally, the way of implementation should be discussed in detail.
Kitchen Interior Design: Article Analysis
Deniz Yaz1c1o lu and Alaattin Kano lu are professionals in the sphere of architecture who cooperated to prepare a high-quality article regarding interior design. Both authors represent Turkey, as they come from Ta_k1_la, Istanbul. Yaz1c1o lu has a doctoral degree and works in the Interior Architecture Department at Istanbul Technical University. His occupation proves that the professional has knowledge and skills needed for the development of their paper that reveals critical for practice information. Kano lu, in his turn, is a professor at the Architecture Department of the same university. In this way, both professionals have a great opportunity to cooperate while working, which makes it easier for them to focus on mutual research. Combining their knowledge and experience in the field of architecture, Yaz1c1o lu and Kano lu develop a way of enhancing the success of kitchen interior design.
They consider that a systematic approach provides the best opportunity for professionals to develop a design that is based not only on the design rules but also on peoples preferences. Revealing the relational links between these objectives, the authors manage to provide designers who practice with information that can be used to create a successful performance-based design that appeals to the users and is aligned with the associated rules. This kind of contribution is critical because it allows us to overcome an existing knowledge gap, as the literature review reveals that previously conducted studies failed to consider the possibility to unite two design approaches that are mainly focused only on one aspect: rules or user requirements. In particular, attention is paid to the kitchen design because it is believed to be an essential part of almost any project, regardless of its peculiar features.
Yaz1c1o lu and Kano lu start their research with the description of its necessity. Professionals reveal that current knowledge in the sphere does not provide enough information on the use of the basic design rules and the necessity to align them with the users requirements. They also state that attention should be paid to kitchen interior design, in particular, because people spend much time in this room every day and it is significant for them to ensure that the way it is designed is convenient and safe. The authors conduct a literature review to reveal the way their colleagues treat kitchen interior design and the possibility to enhance its performance. Based on the obtained information, they manage to develop the purpose of their research study, which is establishment of a systematic classification in which a relational link between the design rules proposed for increasing the performance of kitchen design with user requirements in a kitchen is created (Yaz1c1o lu and Kano lu 156).
In the framework of their work, the authors consider the users requirements as an object of the highest priority. As a result, they conduct a qualitative study based on a literature survey to reveal the required information. A list of user requirements and a list of design rules are developed and analyzed. With the help of a systematic classification, they are functionalized at the end of the paper. All in all, professionals manage to identify 130 rules for kitchen interior design and reveal with which spatial requirements (out of 12) they are associated. As a result, a simple guiding tool for designers is created by (Yaz1c1o lu and Kano lu 163). It can be used in practice to enhance the success of the developed design and ensure that it meets the users needs.
Due to the article prepared by Yaz1c1o lu and Kano lu, I managed to enhance my knowledge in the sphere of interior design (155). In particular, I received an opportunity to find out what that the major issue that exists within this practice is the necessity to align a set of the basic design rules with the users wishes and requirements. Moreover, the authors provided information on how to meet this aim, which I consider to be their major contribution to the sphere. Yaz1c1o lu and Kano lu provided me with an opportunity to understand what ways of enhancement the kitchen performance design exist currently and why they are not good enough for practice (156). Thorough explanations developed by the authors, it became easier for me to understand why design rules are to be always followed. A set of data about user requirements also turned out to be rather beneficial for me.
Familiarizing myself with it, I managed to find out that users have both physical and psycho-social demands considering their kitchen design. Previously, I failed to recognize the complicity of these needs and believed them to be simply associated with peoples search for convenience. In addition to that, the authors provided a set of three steps that are to be followed when enhancing the kitchen design success (project scope, aim, and implementation peculiarities) and can be used in my practice or the practice of other professionals. Even though the discussed article is rather informative and useful, it is possible to improve it. For instance, the authors may pay more attention to the use of the provided classification so that the paper will be based not only on theoretical information. In addition to that, it will be interesting to compare the use of the systematic approach for kitchen interior design and the design of another room because a set of rules is likely to alter significantly while user requirements are expected to remain similar.
Work Cited
Yaz1c1o lu, Deniz, and Alaattin Kano lu. A Systematic Approach for Increasing the Success of Kitchen Interior Design within the Context of Spatial User Requirements. Advances in Social Sciences Research Journal, vol. 3, no. 1, 2016, pp. 155-166.
In the past, fountains tended to serve different purposes than they do now, such as being refreshing oases and supporting a particular ideology, Longfellow states [1:208]. However, nowadays, fountains are popular elements of the modern urban landscape and are used to increase the attractiveness of the recreational areas while adding pleasure to everyday activities and leisure time. It remains apparent that fountains are tricky constructions, and their modeling requires sufficient planning as it includes complex mechanisms and design.
In this case, the primary goal of this paper is to describe the means and functions of the fountain and basin as well as the principles of water circulation while using the aspects of design and orifice to make it eye-catching. In this case, the primary idea of the research is to address the question How do we make a fountain pleasing?
Circulation of Water: Means and Functions
Firstly, it is critical to describe the movement of water, its means, and the features of the fountain as these determine the overall process. In this case, the stationary and floating types of fountains exist, and they tend to have different designs and diverse effects on the atmosphere in the area, Sauter states [2]. In turn, Sauter depicts that the stationary fountains ensure the circulation of the water by having the pump located in the basin, using electricity connection to ensure water flow, while the pool fountains are placed on the surface of the water and float [2].
In this case, the fountains are presented in the form of the architectural structure, while the circulation defines the overall silhouette with the assistance of the water streams. Meanwhile, different kinds of pumps produce various types of streams depending on their strength and frequencies, and these determine diverse experiences of the fountain, as Sauter highlights [2]. Based on the factors provided above, it could be stated that the water circulation has a vehement correlation with the attractiveness of the cascade as it defines the particular patterns of water movement while making a fountain a unique piece of architecture.
Basin
Furthermore, it is essential to choose the shape of the basin as it forms the look of the fountain while also determining its purposes and functions. It remains apparent that the basin should be designed to include all the space required for the efficient maintenance and functioning of the fountain, Hopper emphasizes [3]. According to Hopper, depending on the foundation of the fountain, the different water forms can be created, such as jets, static, and falling [3].
This aspect will define the overall pattern of the water circulation while selecting the most appropriate share for the required effect. In this case, the smooth and oval forms with basins at different levels can make the flow of the water melodic and increase the pleasing nature of the fountain.
Attractiveness
Lastly, it is essential to address the issue of attractiveness as the new trends of design have a tendency to affect the outlook of the fountain. The development of technology allowed the designer to use various attributes, such as light, music, interactivity, and animation, Hopper portrays [3]. These aspects bring the nature of the fountains to a new level and allow them to be considered as performances and art objects. Meanwhile, many landscape designers use rocks and orifices to make the look of the fountain more dramatic and pleasing. It could be said that the features mentioned above have to be used as a combination to deliver a particular pattern and atmosphere to the viewers. Nonetheless, the harmonic nature has to be prioritized to increase the impact of the fountain on the emotional state of an individual.
References
B. Longfellow. Roman Imperialism and Civic Patronage: Form, Meaning, and Ideology in Monumental Fountain Complexes. New York, NY: Cambridge University Press, 2011, pp. 208-210.
D. Sauter. Landscape Construction. Clifton Park, NY: Delmar Cengage Learning, 2011, pp. 497-498.
L. Hopper. Landscape Architectural Guiding Standards. Hoboken, NJ: John Wiley & Sons, 2012, pp. 250-300.
The CN Tower is one of the major achievements of Canadas architectural and construction industry. The tower was completed in 1975 and opened to the public in 1976. As one of the tallest structures in the world, the CN Tower remains an important tourist attraction in Toronto, Canada.
Additionally, the tower is an important communication hub in Toronto since it is used by TV and radio stations to transmit broadcast signals. If the tower were to be built today, a few changes would be made to its design, as well as, the materials and technologies used to construct it.
CN Tower Toronto
The successful construction of the CN Tower (shown in figure 1) is one of the major achievements of Canadas architects and civil engineers. The tower was designed and built between 1973 and 1975. However, it was officially opened in 1976 (CN Tower).
The Canadian National Railway Company was the original owner of the tower. However, during the privatization of the company in 1995, the Canada Lands Company acquired the tower. At a height of 553.33 meters, the CN Tower serves as one of the most important communication and observation hubs in Toronto, Canada.
The tower is also an important tourism attraction that is visited by approximately two million tourists every year. Given its height, the CN Tower held the record of being the world tallest tower, building and free standing structure until 2010 (34 years) when the Burj Khalifa building and Canton Tower were completed .
In Canada, the CN Tower remains a signature icon that defines Torontos skyline. Given its size and magnificent design, the CN Tower was classified as one of the Seven Wonders of the Modern World by the America Society of Civil Engineers in 1995 .
History of the CN Tower
In the 1960s and 1970s, there was a remarkable increase in the construction of high-rising buildings in Toronto. However, the new skyscrapers were interfering with the transmission of TV and radio signals. In 1968, the management of the Canadian National Railway Company began to think of the most practical way of solving the communication problem in Toronto.
Thus, in 1972 the company unveiled a plan to construct the CN Tower to serve as the largest TV and radio communication centre in Toronto. Originally, the company planned to rent space at the CN Tower to radio and TV companies to fit their antennae.
According to the original construction plan, the tower was to be constructed as a tall structure with three supportive pillars. However, this plan was abandoned after the architects realized that the tower would be significantly shorter. This led to the adoption of the current design, which consists of a single hexagonal core that links the towers base to its SkyPod.
Figure 1: CN Tower
The Culture and Civilization
The design and construction of the CN Tower was meant to create a lasting inspiration to its users and viewers. This objective stemmed from Canadian National Railways desire to not only construct the tallest tower in the world, but also to own a structure that reflected the advancements in Canadas engineering and architectural technologies. In this regard, the Canadian National Railway wanted the design and construction of the tower to symbolize and reflect Canadian culture and civilization of that time.
In the late 1950s and 1960s, modernism emerged as a new architectural design that was appreciated by most people in Europe and North America. Modernism deviated from the earlier architectural designs that focused on ornamentation and extensive decoration of buildings.
Unlike the earlier designs, modernism focused on the use of the technological advancements that emerged in the 20th century to construct more attractive, cheap, and durable buildings. In this regard, the use of heavy walls that were often constructed with stone was substituted with large glass curtains.
This substitution had three important benefits for the construction industry. First, the use of glass was cheaper and less cumbersome than construction with stones. Second, the use of glass allowed sunlight to flood into open spaces inside buildings, thereby reducing the use of electricity during daytime.
Third, most businesses and homeowners preferred glass walls since it reflected the technological and cultural developments of the Canadian society. In order to meet customers expectations concerning structural designs, architects began to replace the decorative motifs that dominated past designs with simple but attractive machine-inspired structural designs.
In Canada, the citizens embraced modernism in all aspects of their lives in order to express their enthusiasm and sanguinity in overcoming the oppressions of past wars and years of economic decline. The modernist mentality influenced growth and development in Canadas real estate industry on all fronts.
This included the establishment and strengthening of the countrys architectural press, emergence of new towns, and adoption of new suburban planning methods. High demand for commercial buildings and the rapid growth of businesses in Canada led to an increase in the construction of modern buildings. Additionally, most cities shifted from the construction of low-lying buildings to skyscrapers in order to save on space.
By 1960, the impact of modernism could be seen clearly in most Canadian cities. In Montreal, the construction of the Place Ville Marie using the modernist designs inspired new real estate developments. In particular, several internationally renowned skyscrapers such as the Place Victoria were built in the city to cater for the rising demand for office space.
Similarly, the inspirations of the new buildings coupled with improved business activity led to construction boom in Toronto in the late 1960s and 1970s. In addition, a new class of architects emerged in the late 1960s that developed personalized building designs for individuals and businesses.
The emergence of personalized designs led to a paradigm shift from the modernist style, which had become a standard international design. Thus, Brutalist architecture became the most dominant design in Canada in the 1970s. The brutalist design was an improvement on the modernist designs.
It was characterized with geometric and sculptural application of concrete in the construction and finishing of both the interior and exterior of buildings. The aim of the style was to enhance the reflection of the functional components of the interior in the exterior of a building .
The style also enabled Canadian architects to incorporate the countrys heritage in the design and construction of public buildings such as government offices, hospitals, and schools.
In sum, the socio-cultural developments in Canada coupled with advancements in architectural designs had a significant influence on the design and construction of the CN Tower. The use of concrete to construct buildings with sophisticated geometric and sculptural designs inspired the design of the CN Tower.
Additionally, the use of large glass curtains inspired the design and construction of the towers observation decks. By incorporating the features of the burtalist and the modernist designs, the CN Tower emerged as a true reflection of Canadas architectural and engineering prowess. It also led to the magnificent interior and exterior finishing of the building that continuous to attract millions of tourists around the world.
Construction of the CN Tower
The construction of the CN Tower presented unique challenges that led to unprecedented application of civil engineering technologies. The tower required a huge base to support its weight and to protect it from natural disasters such as earthquakes.
Additionally, the foundation of the tower had to be very deep in order to prevent it from collapsing during and after construction. In this regard, the engineers began the construction work with a series of extensive soil tests at the construction site. The aim of the tests was to enable the engineers to examine the condition of the bedrock, as well as, to determine its ability to sustain variations in hydraulic pressure.
After the completion of the soil tests, the construction work began on February 6, 1973. A team of 1,537 people that consisted of engineers, skilled laborers and other professionals were hired to undertake the construction work (CN Tower). The first part of the construction involved massive excavation of the ground to build the foundation of the base of the tower.
The excavation led to the removal of over 56,000 metric tons of earth and shale (CN Towers). The construction of the 6.7 meters deep foundation began immediately after the completion of the excavation process. In order to construct the y-shaped foundation, the engineers had to use high quality steel and concrete. By the end of the fourth month, the foundation had been completed.
Besides, a significant amount of building materials had been used in the foundation alone. These included 7,046m3 of concrete, 453.5 metric tons of reinforced steel and 36.28 metric tons of thick tension cables . Given the large size of the structure, completing its foundation within four months was a remarkable achievement.
The second stage of the construction process involved building the main concrete shaft (shown in figure 2) that supports the tower. The shaft was basically a hexagonal pillar that was supported by three curved pillars. The construction of the shaft was facilitated by a raised slipform that was mounted on the foundation.
The slipform consisted of a huge metal platform that adjusted itself upwards on hydraulic jacks as the concrete below it hardened. This led to the increase in the height of the shaft at a rate of approximately six meters per day. The use of the slipform and hydraulic jacks was a remarkable achievement since the technology had not been used before.
In order to ensure the quality and stability of the structure, the concrete used to build it had to be consistent. Thus, all concrete had to be obtained from a single source to ensure consistency. In order to achieve this requirement, the workers had to mix all the concrete at the construction site. Moreover, the concrete was tested, re-tested, and reinforced continuously in order to enhance its quality.
The engineers used huge plumb bobs to ensure that the shaft achieved a straight vertical orientation as shown in figure 3. Overall, the workers used over 40,000m3 of concrete to complete the shaft. The construction of the shaft lasted for 40 months, in which the workers had to build the tower continuously by working 24 hours a day (CN Towers). By February 22, 1974, the construction of the shaft had been completed.
Figure 2: Building the Shaft
Figure 3: Orientation of the Shaft
The third stage of the construction process involved building the SkyPod, which is currently being used as the main observation point in the tower. The SkyPod is a huge building consisting of the seven floors that house important observation decks (CN Tower). These include the Glass Floor, the Horizons, the 360 Revolving Restaurant, and several technical offices .
Constructing the SkyPod was quite challenging and required advanced expertise since it was being done at a great height above the ground as shown in figure 4. The main materials used to construct the SkyPod included steel and wood with a combined weight of approximately 318 metric tons. These materials were lifted to the top of the tower with the aid of 45 powerful hydraulic jacks, as well as, several miles of steel cables.
The construction work involved fitting steel and wooden brackets on tensioned steel bars, and then filling them with concrete to create a base for the construction of the observation level . Additionally, a radome was built at the SkyPods base to carry all the equipment used for the transmission of TV and radio signals from the tower.
Apart from the radome, a Space-Deck consisting of two floors was built in the SkyPod. It was to be used as a public observation gallery by the people who visited the tower. In order to enhance visibility, the Space-Decks walls were constructed with glass. The completion of the SkyPod paved the way for the construction of the towers antenna.
Figure 4: Construction of the SkyPod
The final stage of the construction involved building CN Towers antenna that was to be used as a receptor of broadcast signals. The antenna was a slim, staked pillar that rose 350 feet above the towers concrete shaft. Initially, the antenna was to be lifted to the top of the shaft using cranes. However, the process would take close to six months, thereby delaying the completion of the tower and increasing its construction costs.
Fortunately, the engineers were able to find an alternative to the cranes. The alternative involved using a powerful helicopter named Olga that had been imported from Russia. The helicopter made several trips to lift all the 36 components of the antenna to the top of the concrete shaft as shown in figure 5.
At the same time, brave workers maneuvered and fixed all the components of the antenna. This was a very difficult task since strong wind interfered with the ability of the helicopter crew and the workers to assemble the pieces of the antenna without making mistakes.
Besides, the workers had to withstand very low temperatures as they fixed the antenna. Despite these challenges, the antenna was built with high precision in a duration of only three and a half weeks. The total cost of constructing the CN Tower was 63 million Canadian dollars (CN Tower).
Movements within the Tower
The designers of the CN Tower expected thousands of tourists to visit it each year. Consequently, they equipped the tower with six high-speed elevators to help its user to move within it (CN Tower). The elevators take approximately 58 seconds to move from the ground floor to the highest observation deck in the tower.
In 1997, two more elevators were added, thereby rising passenger capacity to one thousand six hundred persons per hour. Moreover, the new elevators have glass walls that enable their users to enjoy a spectacular view of the city of Toronto as they climb up the tower (CN Tower).
Adding the two new elevators did not present any challenge since the engineers had planned for the expansion of the elevator system during the design stage. In order to create room for the elevators, the emergency staircase was relocated to the inner part of the tower.
Figure 5: Building the Antenna
Lighting the Tower
Initially, incandescent lights were used to light the tower (CN Tower). However, the management of the tower later realized that incandescent lights were not energy-efficient. Besides, maintaining them required a lot of money. Consequently, the incandescent lights were replaced with the energy-efficient LED lights in 2007 (CN Tower).
The LED light system is controlled by a computer software. This enables the management of the tower to use the light to symbolize various events in Canada (CN Tower). This involves changing the color of the lights to symbolize important occasions such as national holidays.
Safety Features
Apart from being one of the tallest buildings in the world, the CN Tower is also recognized for its unrivalled safety record (CN Tower). The designers of the tower knew that tourists would be reluctant to visit it if its safety record is wanting. Consequently, they incorporated the following features to improve the safety of the towers visitors. First, a separate control system was created to improve the functioning of the elevators (CN Tower).
For instance, the elevators are connected to five dedicated standby generators, which turn-on automatically within ten seconds of power failure. Plodding devices were also included in the elevators shaft to regulate their speed, as well as, to prevent them from falling in the event of any technical hitch.
Second, the tower can endure high-speed wind of up to 418 kilometers per hour (CN Tower). Moreover, the observation areas were fitted with amour-plated windows to resist strong wind. Third, the tower has several features to prevent accidental fires.
These include emergency generators that power all parts of the tower during fire outbreaks, as well as, two water reservoirs and high capacity water pumps to fight fire within the tower.
If the CN Tower were to be Built Today
The CN Tower was built over three and a half decades ago. However, if it were to be constructed today, several techniques and materials used to build it would be retained, whereas others would be replaced. The design of the tower would be inspired by the postmodernist architectural design that is currently popular in Canada and other parts of the world.
In this regard, the towers design would incorporate the features of the modern Canadian society, without compromising the countrys cultural heritage. The advancements in architectural and construction technologies that have occurred in the last decade would be reflected in CN Towers design.
This would happen because one of the objectives of the Canadian National Railway was to showcase the technological advancements in Canada through the construction of the tower.
Since taller buildings and towers have already been constructed elsewhere in the world, the architects of the CN Tower would have to increase the height of the concrete shaft so that the tower retains its title of being the tallest in the world.
The construction of the tower would still use a few of the techniques that were used thirty years ago. These include soil tests and the use of relatively light building materials. The construction of the tower would still rely on the use of cement and steel. This can be illustrated by the fact that recent high-rising structures such as the Burj Khalifa in Dubai have heavily relied on the use of concrete and steel.
However, the technological advancements in manufacturing would lead to the use of cement and steel of better quality than those used three decades ago. In the last decade, new cement composites whose strength is comparable to that of steel have been developed.
Similarly, new high-strength steel, as well as, non-corrosive steel have been developed for the construction industry. These improved products would be used to improve the durability of the tower.
The finishing of the exterior and interior of the building would also be significantly different due to the use of modern finishing materials. For instance, molding materials would be used to improve the artistic designs of the interior of the SkyPod.
The equipment used in the construction process would also be significantly different. For instance, machines such as bulldozers and high-pressure hand excavators would be used for excavation. Additionally, high capacity trucks would be used to move shale and rocks way from the construction site, thereby reducing transportation costs.
Unlike the 1970s when concrete was mixed manually, super high-pressure trailers have since been developed to mix and to pump concrete from ground level to heights above 500 meters. This would significantly improve the consistency of the concrete and the time required to lift it to various heights on the tower.
Though cranes would still be used to lift building materials at the site, the engineers would use high capacity and more efficient cranes that have been developed in the last decade.
Given the increased use of machines and advanced construction techniques, the labor force required to build the tower would be significantly small.
Research in the construction industry indicates that replacing human labor with machines leads to cost reduction and improved precision in the construction of sophisticated structures such as the CN Tower. Consequently, the human involvement in the construction of the CN Tower is likely to be significantly low if it were to be built today.
Green technologies would be an important element of the design and construction of the tower if it were to be built toady. In nearly all parts of the world, the construction industry is shifting to the use of green technologies to minimize the environmental impacts of large-scale construction.
The construction industry contributes to environmental degradation through pollution and overexploitation of resources such as water and minerals. Rising energy costs in Canada is one of the major factors that influence the demand for energy-efficient buildings among business owners, government agencies, and individuals.
Moreover, the government has intensified regulation in the construction industry to encourage usage of green building technologies in order to preserve the environment and scarce resources such as water. In this regard, the architects of the CN Tower would incorporate several provisions for the use of green technologies.
For instance, huge solar panels would be incorporated on strategic locations on the SkyPod to generate electricity. This would reduce reliance on electricity generated with the aid of fossil fuels such as diesel, thereby reducing pollution.
Similarly, the plumbers would incorporate elaborate water-recycling systems to minimize wastage of water in the tower. In the last decade, water-recycling systems became a standard part of huge buildings in order to meet water requirements at low costs.
In conclusion, the CN Tower remains one of the most magnificent structures in the world. The construction of the tower revolutionalized engineering by setting new standards for the construction industry. The CN Tower remains an icon of human ingenuity spearheaded by Canadians.
Undoubtedly, the Toronto-based Baldwin and Franklin Architects raised the bar in the application of modern designs and technologies in the construction industry by designing the CN Tower.
Works Cited
CN Tower. About Us. Canadian National Tower, 31 Dec. 2012. Web.
Greene, Meg. The CN Tower. Toronto: Blackbirch, 2004. Print.
Harwood, Buie, Bridget May and Curt Sherman. Architecture and Interior Design Through the 18th Century. New York: McGraw-Hill, 2002. Print.
McClelland, Michael and Graeme Stewart. Concrate Toronto. Toronto: Coach House Books, 2013. Print.
Competitive advertisement is one of the most common business communication methods in the business world today. Characteristically, the media (both outdoor and in-house) are typically awash with advertisement as competitors try to create an impact to the customers via effective passage of the message concerning the product that they offer and objectively win the market. To achieve efficiency in advertisement use of graphic designing in passing on message in creative appeal has virtually taken center stage. This is evident in most of the advertisement that are targeted to the market all over the world today (White 8). Consequently, creativity in commercial advertisement that is greatly rooted in the ever advancing skills and expertise in graphic designing has become a major tool for competition as rivalry in the market place continues to intensify every other day. Furthermore, massive computerization coupled with the ever advancing technological environment and positive trends in the incorporation of technology in marketing has made use of graphic designing in advertisement the in thing in todays business world.
Irrespective of the fact that it is hard to measure the direct impact of advertisement and ascertain in empirical terms the response level to creative advertisement appeals, marketers upholds great trust in advertisement as a method of marketing communication. Consequently, use of graphic advertisement continues to increase as creative appeal marketing become more and more widespread. Being a relatively recent development in corporate marketing however, use of this approach makes it a less researched and documented area. The purpose of this paper therefore is to provide an in-depth review of the use of graphic design in advertisement.
Graphic design in advertisement
Graphic designing is use of an individuals creativity in the packaging of a message in a way that draws the attention of the clients and communicates the intended message to the latter in the most effective way. In fact graphic designs are intended to draw, in the most captivating way the attention of the targets audience with an objective of communicating the intended message to them to generate the most positive response (Bucknam 48). In attaining this objective, the designers creativity and appeal in communication, as well as the ability to draw and hold the audience attention throughout the communication processes takes the central point. Ideally, it is critical as lack of it would mean failure. Examples of graphic designs includes but not limited to the cover of a book design, creative advertisements, designs in magazine, posters products packages, environmental graphics, logo designs to name but a few (Barringer, 4).
Typically, graphic designs are-by creation captivating-on the eyes of the target audience with great ability to draw and hold the attention of the latter (Wakeman, 11), perhaps the reason why it has won the favor marketers in its use. In fact, it has today become the most ideal and most widespread approach to creative advertisement. In the creation of graphics, the graphic designers fundamentally concentrate on creation of visual images using the aiding technology at their disposal. As such, the quality of graphic designing and its use in corporate advertisement has evolved over the years along with the changing and advancing technology. Relative to the early times, graphic designing today has been crowned by technological advancements to become very colorful and pompous in characteristics.
Visit any city in the world today and witness the widespread use of graphics designs in advertisement especially using the outdoor media such as billboards, transits advertisements (where such designs are displayed in the bodies of automobiles), posters and signboard, walls of the building among other mediums, all displayed in a form that exhibit the highest sense of creativity, beauty and color. This gives them the ability of giving the message to the highest audience via their attractiveness. The adverts in facts creates a sense of beauty and color as marketer try to stand out in the market place and get the greatest attention relative to rivals.
While using graphic designing for advertisement, the graphic designer -also referred to as the graphic artist- plan, evaluate, and come up with visual designs to offers a communication solution to the advertiser or rather to help his client (advertiser) communicate to the target audience (customer) in the most effective, entertaining, and captivating way thus holding the latters attention and interests throughout the communication process. As a results, the designers aim at creating an advertisement appeal message that yields the greatest response from the market (customer/ audience) (Wakeman, 11). Through print and film media, the designers comes up with the most powerful way in creating awareness as far as particular product is concerned.
To succeed in creating an advertisement using graphics with a far reaching effect in getting such response and attention from the audience (market), it is of the essence, -in fact critical- that the designer determine the needs of the client well in advance, and proceed to plan on the message to be displayed in the design. Bucknam (50) points out that the underlying principle in the use of graphic designs in advertisement is its ability to appeal to the market or rather customers. The graphic designer therefore- while planning on the graphic design -considerations of its appealing capabilities must take center stage. Thus, the designer interest lies on cultural, emotional among other factors at the time of coming up with an ad (graphic designed) for the target audience (customers). In addition, they collect pertinent information through organized interviews, embarking on personalized (market) research et cetera. Ideally, the recognition of the needs of clients is progressively more becoming imperative for these professionals as they maintain organizational strategies (strategies) together with designs & layouts development (White 4).
According to White (5), graphic designing is adopted by virtually every organization in the current world of business. These professionals come up with designs for journals, company reports and newspapers to name but a few. In addition, they design ads as well as packaging blueprints for theses firms.
In the most recent development, many of the contemporary designers have widened their tentacles on those projects in the internet sites, interactive media among others. Furthermore, Graphic designers are in most cases involved in the actual creation of the ads and credits that proceeds or come after television programs and movies. Consequently, graphics designers consist of marketing experts, with high degree of creativity, imaginative ability, and experience in use of specialized computer software packages which assist them to come up with layouts and design elements as well as aid them in programming animated graphics (Bucknam, 48).
In the business world today, graphic designing has virtually entrenched itself as the marketing core. In fact, it forms one of the major activities in the advertising and marketing firms due to its growth and preferred use in creative advertisement. According White (5), the whole scenario is quickly degenerating into an industry, creating employment to very many such graphic designers. While many of the graphic designers are employed by established and large advertising, publishing and designing organizations, the entrepreneurial graphic designers have seized it as an opportunity to invest in the profession/ field. Consequently, Wakeman (51) argues that Graphic designers at times supervise their employees/ graphic assistants, while giving those instructions directions to complete components of the design process. Furthermore, those professional (Designers) who privately invest and operate individual ventures in graphic designing devote a considerable amount of their business time to examining catalogues, net working for new contacts, and general execution of their tasks (managerial).
Empirically, increase in use of graphic design in advertisement is statistically evident. According to a report published by Elaine i.e. the Elaine work index 2008 (Wakeman,, Oct 2008), in which the top 100 skills were ranked, it indicated a great need for information technology and marketing skills; in fact depicting that the skill supply especially for creative marketing fell short of the demand. From the report among the most desired skills and which topped the ranking included, IT and marketing expertise graced with graphic design, open source technologies, and online marketing skills. Of these skills, the graphic designing skills and their application in creative advertisement formed the most desired skills in business today.
Widespread Use of graphic designing in creative advertisement is evident not only in the united states but also across the world. For instance according to the reports from the company (i.e. Ad Trends Advertising) the firm has entrenched a full service workforce in graphic field (since 1991) that has the ability to rejuvenate customers ideas when printed. practically the firm (which classically put forward client services in creation of striking designs primarily for its marketing) has a well qualified design team that knows the client needs. The companys chief executive pointed out that Ad Trends Advertising, Inc. has an extremely experienced marketing staff ready to provide real aid in the undertaking of the client (companies) advertising and marketing endeavors irrespective of whether the company is starting from scratch with a new product launch or creating an event driven marketing plan [Ad Trends Advertising Marketing News, 2009).
Conclusion
In conclusion, use of graphic designs in advertising has taken center stage in business marketing today as competitors strive to gain more attention from the customers and maximize their market share in the ever intensifying rivalry in the market place. As such, advertiser favors use of graphic designs due to their great ability to draw the attention and interest of the target audience and hold them throughout the marketing communication process. Furthermore, graphic designs as a form of marketing communication helps the advertise pass on his creative appeal message in the most entertaining and effective way. In addition, advancement in technology has made use of graphics in advertisement an ideal form of marketing communication, particularly development of the internet. However, the widespread in its use may culminate to the clogging effects leading to confusion on the part of the consumer (audience) as they are often presented with a lot of ads which are equally appealing and intriguing their attention.
The history of motion capture dates back to the second half of the nineteenth century when Eadweard Muybridge introduced it in his Animal Locomotion study that examined the way in which birds moved. In its definition, motion capture relates to the analysis and expression of human movements in terms of mathematics. Motion capture found its application in a variety of areas, including human-computer interactions, biomechanics, as well as computer animation. The accomplishment of motion capture can occur with the use of optical, electro-mechanical, or magnetic technologies.
While nowadays methods of motion capture consist of the use of cumbersome passive markers worn by the subjects, the previous methods of motion capture were even more complicated. On the other hand, the study conducted by Sundaresan (2005) offers an innovative way of motion capture that does not entail the use of markers; instead, the pose of the subject is estimated through the use of cameras installed around the subject (p. 1). Muybridges study that introduced motion capture consisted of recordings taken from multiple cameras which took subjects photographs in order to present visualized material on how movement occurs.
The experiment was conducted in an open shed equipped with three batteries consisting of twelve cameras positioned at different angles. Each battery of cameras took one photo simultaneously, making three photos overall per one shot. Etienne-Jules Marey also explored the principle of motion capture he used one camera in order to record images used to then make mathematical measurements.
Sports medicine, medical studies, cinema, and video games animation, human-computer interactions have all included the use of human body pose estimation. The task of making estimations using a great number of algorithms is quite complicated and ambiguous. What also adds to the complication of the process is the image segmentation into multiple body parts, which are under the possibility of being self-occluding.
However, without the analysis of different human body types, this process is impossible. Therefore, there is a high need for the use of a number of different cameras that will be beneficial for dealing with kinematic singularities as well as occlusion. In general terms, the majority of computer vision algorithms are targeted at applications that only require the poses approximate estimations (Sundaresan, 2005, p. 2).
Additionally, such algorithms assume the availability of parameters related to the human body model. Thus, the complicated structure of human beings bodies makes the tracking of the motions a complex process. When capturing the motion, the human body is visualized as made of different rigid segments, which are connected through joints, forming various kinematic chains that originate from the trunk of the body.
It is important to further mention Sundaresans study (2005) on motion capture without the use of markers. The study relates to obtaining the human body model through 3-D models and volume model representation (p. 3). The main objective is the obtainment of parameters of the human body through volume element representation of the subject moving in various poses and positions. Furthermore, such a method of motion capture is also linked to finding out the locations of the joints as well as the shape parameters related to different segments of the body. Thus, despite the fact that the process of motion capture is complicated, there are now many innovations linked to its simplification and the development of new methods beneficial for acquiring information on how the human body moves.
References
Sundaresan, A. (2005). Towards markerless motion capture using computer vision. Web.
Waxing is a way of removing unwanted body hair. It is done by applying melted wax over the unwanted hairs and then a paper strip is pressed and ripped off quickly along the direction of hair growth It is mostly done on the eyebrows, chin, chest, underarms, bikini line, arms and legs. Can either be carried out at home or at professional salons (Susan, 2004).
Benefits Of Waxing
It helps to remove unwanted hair that may trap dirt and lead to one producing a bad odour if they dont shower thoroughly.
Waxing makes the skin feel softer and smoother for a longer period about three to six weeks unlike shaving that leaves the skin less smooth and hair grows after a few days (Susan, 2004).
This is because waxing removes the hair from the underneath the skin surface but shaving removes the hair that is only on the skin surface.
Waxing improves the quality of the hair that grows. The more often one waxes the softer and finer their hairs tend to become. It is advisable to wax after every three to six weeks before the hairs becomes too big.
Waxing is sometimes done for purpose of enhancing ones beauty, for instance the waxing of the eyebrows.
This method of hair removal is cheap and easily affordable by many as it goes as little as $8 depending on the salon.
Things to do before and after waxing
Before applying the wax ensures that the unwanted hair is between 0.25 to 0.5 inches if bigger than that trim it as the wax can embed long hair and make the process cumbersome.
Clean the area to be waxed using soap as wax sticks better in a clean skin.
Read and understand the instruction found on the waxing kit before waxing to follow the required steps.
Ensure you have heated the wax to the right temperature s high temperatures can burn your skin.
If you have waxed using marzena sugaring wax, remove the residue wax with warm water (Susan, 2004).
Apply a wax lotion on the area waxed this helps to sooth skins that are sensitive.
Some Skin Reactions
Some people experience some irritation and reddening of their skin after waxing but disappear after sometime (Susan, 2004).
If one has been using Retina-A, they have to stay for a period of four weeks before waxing otherwise they may develop brown spots on the areas waxed.
Things not to do
Do not scrub the residue wax left on the skin. This should be avoided as it can injure the skin.
Do not clean with water and soap the area waxed after waxing (Susan, 2004).
Products you can get from a saloon for waxing
Marzena sugaring wax. This is genuine wax readily available in saloons in tub in solid form. It is warmed and applied on the skin and then a cotton cloth strip pressed and removed quickly.
Wax srips. These are layers of pure pine wax found in between two layers of cellophane. The strips are separated and pressed on the skin and quickly removed against the direction of the hair growth.
References
Susan C. (2004) The therapy file fact, Cambridge press, London.
By the beginning of the 21st century, the vast majority of the planets population has moved from rural to urban areas around the globe. This gradual phenomenon is associated with the increased urbanization that is still expected to occur worldwide within the next several decades; namely, it is projected that at least two-thirds of the global population will relocate to live in cities in the next three decades, thus creating an inflow of urban population as large as two and a half billion people (Kammen and Sunter 922).
The rapid growth of the urban population has produced a set of negative effects on the cities causing urban decay, the serious strain on infrastructure, and the overconsumption of resources. Moreover, due to the influx of population in urban areas, the adverse environmental outcomes of anthropogenic nature on the areas strengthened. In particular, the increased use of motor vehicles and activity of industries resulted in the production of more emissions of greenhouse gases aggravating the change of climate.
As a result, cities began to require a new approach to development and planning based on a higher level of sustainability. This goal can be achieved through a series of initiatives aimed at the minimization of the negative effects of the growing population density and the maximization of the efficiency of resources and services in the areas. The purpose of this report is to discuss three urban sustainability strategies focusing on transportation means, built environment, and urban agriculture and identify their main challenges and opportunities, best policy instruments, as well as the issues of effectiveness and equity for city sustainability.
Cycling
The Best Policy Instruments and Infrastructure Investments for Sustainability
In their report, Pucher and Buechler indicated that the surveys of the carbon footprints of the countries of Europe compared to those of the United States showed that the former states seemed to be more productive and successful in their attempts to cut carbon emissions released by motor vehicles ( Walking and Cycling for Healthy Cities 6-8). However, the authors also specified that a more detailed review of the findings revealed that the major differences in the intensity of the carbon footprints of the two areas were based majorly on the sizes of their territories and the location and planning of urban regions (Pucher and Buechler, Walking and Cycling for Healthy Cities 6-7).
In particular, it was noted that in larger territories where people had to travel several kilometers to various destinations, they were more likely to use cars instead of bicycles or walking. Due to the larger territory, the United States tends to have larger and more highly populated cities where people are to travel long distances to get from one location to another; accordingly, the US has more cars that are used more frequently.
In that way, some of the best instruments for the popularization and promotion of cycling and walking is the sustainable planning where the most common destinations and resources are located closer to one another thus reducing the peoples need to use motor vehicles to navigate the urban areas.
The Issues of Effectiveness and a Concern for Equity within the City
It goes without saying that riding a bicycle and walking are known as the healthiest means of transportation that are also safe for the environment because they produce no GHG emissions and also offer a good amount of physical activity to the people who use them. In that way, health benefits are generated both directly and indirectly due to the reduction of emissions and the improvement of the quality of air as well as the facilitation of healthy lifestyle choices (Pucher and Buechler, Walking and Cycling for Healthy Cities 2).
However, apart from this aspect, the aforementioned modes of transportation present a series of other advantages for the population of urban areas. In addition to the benefits of having good quality air in urban areas, the increased use of bicycles and walking also contributes to the reduction of noise pollution another common and quite harmful effect of the use of motor vehicles in highly populated districts.
Moreover, it is also important to notice that the GHG emission produced by cars results in the pollution of water sources that are impacted by the presence of harmful combustion byproducts in the atmosphere. Finally, another obvious factor that contributes to the overall value of the use of bicycles and walking as means of transportation is the reduction of the prevalence of dangerous traffic accidents (Pucher and Buechler, Walking and Cycling for Healthy Cities 2).
Also, in regard to financial benefits, walking and bicycle riding are rather cost-effective and economical as they require less costs than cars in terms of personal use, maintenance, and infrastructure arrangements (Pucher and Buechler, Sustainable Transport in Freiburg: Lessons from Germanys Environmental Capital 47).
These modes of transportation are affordable for most people, and this factor contributed to the strong equity of the use of walking and cycling as parts of sustainable development and planning of urban areas. All in all, walking and cycling are unbeatable as the sources of heath, environmental, and economic benefits which makes them a very valuable solution.
The Biggest Challenges and Opportunities
One of the main challenges related to the promotion of the use of bicycles and walking as preferred modes of transportation is based on the implementation of controversial policies to which members of the general public can react negatively (Pucher and Buechler, Sustainable Transport in Freiburg: Lessons from Germanys Environmental Capital 60). Such policies should be implemented gradually and in several stages to ensure a smooth transition.
Also, the promotion of these means of transportation requires the reorganization of infrastructure and resources in a manner that makes this solution appropriate for residents. In well-planned areas, a policy supported by the higher level of government is an excellent long-term opportunity with multiple lasting benefits.
Built Environment
The Best Policy Instruments and Infrastructure Investments for Sustainability
Most of the contemporary large urban areas are unequipped to face and handle the rapid growth of the population in a sustainable manner; in order to increase the sustainability in regard to the improvement of the quality of air and the reduction of GHG emissions, cities are to focus on low carbon and eco-friendly sources of renewable energy one of which is solar energy. Mainstream urban construction oriented at the inclusion of solar panels as a part of the city planning is likely to achieve what can be referred to as zero energy and reduced carbon built environments and homes (Berry and Whaley 91-92).
Infrastructure investments allowing the implementation of solar energy generation for the urban use should be directed at the standardized installation, renovation, and construction of the required photovoltaic equipment in the built environments which may result in flawed delivery and thus call for more costs than planned at first (Berry and Whaley 97). In that way, policy instruments should aim at the optimization of the building design for the appropriate performance levels and be based on thorough evidence and research.
The Issues of Effectiveness and a Concern for Equity within the City
As mentioned previously, the installation and the adjustment of the new standards for solar equipment must match the environments in which it will be used. Inappropriate or flawed research and calculations, as well as the errors during installation, will lead to the ineffective use of equipment and the loss of costs (Berry and Whaley 98).
In that way, it can be said that the effectiveness and equity of this particular policy are highly dependent on the city structures as well as the solar radiation levels in the area and throughout the seasons. For some organizations and buildings this adjustment can be unacceptable or unreasonable due to their location; also, the implementation of this policy will call for the reduction of the number of trees located closely to the populated areas which can negatively impact the quality of air.
The Biggest Challenges and Opportunities
The main challenge related to the switch to solar energy is the need for investment in the equipment that may not work properly or not result in the expected benefits due to insufficient research, inappropriate location, seasonal changes in solar radiation levels, and flawed installation and maintenance. However, the opportunity to create zero carbon and zero energy homes is highly beneficial for urban areas, and even if only some of the districts can be equipped with solar panels it could still be advantageous (Kammen and Sunter 922).
Urban Agriculture
The Best Policy Instruments and Infrastructure Investments for Sustainability
Kirshnan et al. defined urban agriculture as the growing, processing, and distribution of food and other products through intensive plant cultivation and animal husbandry in and around cities (325). Best policy instruments for the change aimed at this innovation should aim at the effective and alternative use of land (Wier and Zomer). In addition, Kirshnan et al. recognize food charters as a convenient and effective policy instrument allowing the promotion of the ideas of food security, sustainability, and safety driven by urban agriculture (338-339).
The Issues of Effectiveness and a Concern for Equity within the City
Similarly to the issues faced by innovative planning strategies aiming at the increased use of solar energy in urban areas, urban agriculture also deals with the issues of equity since the relocation of the sources of consumable foods and grown non-food resources to the urban areas is possible in the cities that have the appropriate structures and spaces (Rainwater 46-47). However, the equity is high with this initiative and under the sufficient planning, the areas suitable for urban agriculture can be found if not within, then near the city, thus placing the source of consumable goods closer to the city and minimizing the energy and time spent on the delivery and making the supply chain shorter and more efficient.
The Biggest Challenges and Opportunities
The major challenge faced by urban agriculture is linked to the lack of awareness about this practice, and thus the insufficiency of support for its implementation is present (Kirshnan et al. 335-340). In that way, the policies aimed at the introduction of this innovative practice to the urban planning initiatives are to take into consideration the social perception of this change and the potential barriers slowing down its enforcement. The promotion of appropriate values is necessary for the urban authorities to ensure the positive social attitude to this change and a high level of readiness to embrace it and participate in its development.
The major opportunity for the promotion of urban agriculture is the modern social trend for food consciousness, which makes many modern urban citizens more appreciative of a high quality of food, as well as of the chance to learn in detail how it is produced and delivered.
Conclusion
Of the three domains of the sustainable urban planning discussed in this report, the one supporting the healthy and environmentally safe transportation options seems to be the most promising way to reduce the carbon footprint of the city. In addition to the obvious benefits such as the reduction of GHG emissions produced by motor vehicles, the increased use of bicycles in urban areas is also beneficial for the public health and safety because it offers a daily exercise for a better quality of life and safer roads with lower and less dangerous traffic.
Also, in well-populated city centers, this initiative can be gradually introduced due to the dense location of destinations and resources; whereas, in less active urban areas, certain infrastructure adjustments and a more effective placement of common destinations will be needed for the change to work properly (Condon 68).
Works Cited
Condon, Patrick M. Seven Rules for Sustainable Communities. Island Press, n.d.
Berry, Stephen and David Whaley. The Implications of Mandating Photovoltaics on All New Homes. Energy Procedia, vol. 83, 2015, pp. 91 100.
Kammen, Daniel M. and Deborah A. Sunter. City-Integrated Renewable Energy for Urban Sustainability. Urban Planet, vol. 325, no. 6288, 2016, pp. 922-928.
Kirshnan, Sarada et al. Sustainable Urban Agriculture: A Growing Solution to Urban Food Deserts. Organic Farming for Sustainable Agriculture, edited by Dilip Nandwani, Springer, 2016, pp. 324-344.
Pucher, John and Ralph Buehler. Sustainable Transport in Freiburg: Lessons from Germanys Environmental Capital. International Journal of Sustainable Transportation, vol. 5, 2011, pp. 4370.
. Walking and Cycling for Healthy Cities. Built Environment, vol. 36, no. 4, 2010, pp 391-414.
Rainwater, Brooks. Local Leaders in Sustainability. The American Institute of Architects, 2009.
Wier, Emily and Alisa Zomer. Land Use Planning: The Critical Part of Climate Action Plans that Most Cities Miss. The Nature of Cities, n.d. Web.