Dissertation Progress

As I had a year out I didn’t seem to have the need to do a lot of writing apart from emailing various people so coming back something like this has been a struggle to get my head around and back into the flow of doing this work.

The way I went about getting myself stuck into my research was to come back to uni early before the term started to go to the library to collect information about my subject. My subject is how do sports brands create desire in the consumer. How i collected that information was to look into branding and find information linking to my subject.

Before the term started when I was having my year industry when I had the day off I made time to arrange to meet my tutor in university to go through my question and knuckle down the questions that I wanted to look at. The together we narrowed down questions to help me moved forward so that I had an angle to research.

These questions that I asked myself gave me an angle to start my research. As follows these are the sort of question and ideas that I started to work with.  What a brand is and what does it actually do? Why are sports branded at all? Also examining the past and the people that started wearing sports clothing and how it progressed to being also about fashion. The idea behind desire and how that can affect the consumer’s choice.

To help me with my research I contacted the academic librarian to guide me in the right direction so that I could navigate the databases available to the university and access a wider range of sources. For my subjects that I would be researching, knowing where to look for images relating to marketing and advertising in sports was a huge help moving forward. I learnt where to found images to analyse so that I could make it easier to get my point across. Having an idea where to find these images has made me more relaxed about moving forward with my dissertation.

Another action I was able to put in place so that I could have support academically was contacting student services to get study skills session. This would help my academic understanding and they will help me and give me advise on how to approach my writing style.

What I found when trying to originally use the research that I had collected over summer was that I didn’t really have a plan where I wanted this research to go. It was still too broad and not aiming at anything imparticular. How I went about solving this problem was being able to create a plan, and from that plan, I had chapters to work with. This platform to know exactly the points I wanted to make and where they were going to go. I could start creating questions to answer within these chapters to help me start writing. My chapter consisted of 3 section, these sections have become my chapters. In these chapters.

My first chapter would outline the different subjects that would be spoken about regarding how sports brands create the desire in the consumer. Looking into marketing & advertising, branding, and desire. How these all link in with my question and what they are.  When I started working on these sections I keep asking myself the same questions and these questions are… What is marketing? How is it desirable? how does it link in with branding and sport? This consistent question I mind would keep me from going away from my question. Now I knew my section was able to focus my efforts collecting more research. Using coloured paper for different themes to split my research into sections.  When Researching around these themes I would write the quote on the correct coloured paper relating to the theme. Working on this chapter was very steady but I had made progress, as every night I did a little

The second chapter,  I aimed around 2500 words but now I’ve cut it down to 2000 to give me more room for chapter three. I wanted to reflect on how sport has become commercialised and how branding in sport had become a huge part of our culture and the way people dress. I did something similar for this chapter by creating questions for me to answer. For some reason, i did struggle to get into this as I seem to find it hard to collect research. Referencing has always been something that has stalled my progress and as its part of the academic writing process that, I have not used for a while. I have felt that being overly conscious about my referencing has made this chapter appear more confusing than it needs to be.

For my chapter 3 I had chosen three sports brands that are well established, these are Umbro, Nike and Under Armour.  I wanted talk about how they had become the desirable brands that we know of.  In this day and age, you come across these powerful, well-known brand and see them everywhere, why? A brand that is popular must have something interesting about them that helps them connect to the person buying it in the first place.  Branding connecting with sport and sports brands don’t exclusively associate with the sport they seem to appeal to the fashion world also. This is an area that this chapter will focus on looking into what makes these brands desirable and unique. With this chapter intended to use a lot of images but ended up using a couple youtube clips. These advertisement campaigns were taken from there youtube channel as this platform would be interesting how they connect with the future generation. It almost acts as an archive as you can look back at previous campaigns that these brands have worked on.

After I managed to get the bulk of my work done I need to start reading over my work and start refining what I had written. What I realised is that I really underestimated t the time it takes to refine the work that I had already done.  When reading through my work I came across points that hadn’t back up.With the refining, it was the time that it takes that really shook me. The way I went about trying to do my best to improve what I had written was writing myself a note in brackets. In these brackets that I highlighted in a colour so that when I finished making these notes to myself I could work back and make sure that I had backed up what I was trying to say.  With the refining, it was the time that it takes that really shook me.


Dissertation Preparation


I want to focus my dissertation around branding, what better place to focus on than the general understanding branding itself before diving into it into more depth. Where i have started it with Wolly Olins. This will help me have a better understanding about what a brand actually is. The more have I read, the more complex have found branding actually is. Different areas have a different name when it comes to a branding. I have never really thought to much about all the different elements that a brand initials and the types you can have. You have services  brand that focuses on the way a brand is reflects through the us people and our connection with the consumer, which is harder than a product brand as you cant control the quality.  A cooperate brand,  focuses on the promoting the brand  instead  on just looking at a single product or thing side of things.

After exploring what branding is I want to focus my attention on the consumers desire for brands. As the connection between the brand and consumer is an important  because without the consumers brand only half there. It interest what make the consumers desire  the brand in the first place, and what are the factors that lead to the decisions that the consumer makes.

Brands are forever changing to stay in contact with the world that it is part of. Which is very relevant to brands like Bt and orange. They move with times to try and keep that consumer interest and make the connection. Sometimes it is the brand that slightly changes or the mergence of two.


Typography: Stop Think GO do

For my dissertation i started looking at Typography and how it is used. Looking at a book- “STOP think Go Do” looked through the picked out work that stood out to me.

I thought  when I started looking at type that I already new what I liked about typography was the way the actual letter forms look. Infected, what really enjoyed the way designers  and artist uses language. Also where they place the type makes an impact on what it is saying . As on (page 38)  of this book I came across signs simply show ways to navigate around what looks like a car park. The simplicity  is really nice and the clarity of the message is clear. You can understand the message, it makes it easy for drivers to navigate around the car park. To show a strong message it is important to think how the viewer can relate the message in hand “Hungry Will Work for…”(page 73) combines  hand written  lettering with digital type. This drew my attention through the large hand written  type, which got me more interest on what it was about. The use of the wright type for the message, when you get the combination that is right it helps you to attract attention. Then the message becomes interesting.

Factory 1

This next little book which i found which focuses on the way we read. It focused on where you are is drawn when reading combination words. This helps you understand if the work is easy read in the type that you have it. When linking to my topic of branding, when a consumer is connected to a product brand it is important that they can read what the brand is about and the message is legible.If they can’t it can still work but being clear can be a helpful factor when needed.

Another area that I would like to look into is semiotics. The way we associate words and images. This I believe would be relevant the way we associate some images with a brand.For example like nike, I associate tick with nike but someone else might associate a tick with someone else. Reading more into it it become a lot more complex than that. It can be any mark or movement the body makes to make some think about the action or object. The way the body reflects on what is going on and intemperate it in their own way. When relating to brands that are global like coke people will understand what it is by just looking at and by the name. We would most likely have a similar  reaction. This is what i want to think about in more depth the way you can relate  to the consumer and gain that association. It is about you, questioning  yourself about things around you.

After Looking at a book by David Crow I have come across some nice ways of understand  the way it works. After seeing the example of signs, relating to branding to try and understand the desire how it effects the desire  of the consumer.  The way the we as people make connection based on facts our what we have been taught. understanding those links so a brand can make a connection with it consumers is concept the fascinates me.

The more I read about branding the more interested I  become between the intrusion  between the consumers and the brand and they way this happens. Before you anyone becomes attached  to brand a start to have an emotional connection to a brand that would lead to brand loyalty. What is that really grabs the  consumers attention  to a brand in the first place. The association that you make depending on your experiences 

After visiting Beijing with university I kept an eye open for any brands that we were used to here and how the brands are different over there d. looking at brands which are so familiar  in the uk, and seeing them in asian setting was   and how the gave there brand a twist to fit the desire of the consumer. The shuttle changes that a product brand goes through to appeal to an audience half way around the world.. For example looking at KFC and squid popcorn compared to here which is just chicken. Making themselves appeal to a wider audience so that they can branch ouch and reach to a wider group of people.






Absurd Week 3 .

last week i was bit confused about everything we did. This week Jayne i think understood  that it some people might have found it hard to to take in and went back over some of the main points and simplified them for us. Im am going to going over the terms and the meaning to help me in the future when  i need to look back over them.

Existence Proceeds Essence : Many physically exists  before  he begins to think he exist

Facticity: Fixed or Factual Information

Transcendence: Goes beyond  the physical and considers the emotion.

Alienation: Our own Transcendence can only be subjective

Authenticity: How the individual  combines their facticity and Transcendence in order to engage  the the world

Being: The varied  levels of consciousness. Unconscious  being in selfs. Conscious being for itself.

Freedom of Value: Universal dimension to the singularity  of human life.

Anxiety: Born of fear due to an imbalance between essence and existence  leading to a lack of engagement  with the world.

Nothingness: I reach a point where i can not maintain essence then  own existents  is meaningless.

Theatre of the Absurd 

On to this weeks topic the theatre of the absurd I found this fairly interesting and humorous at times.

“The existential interpretation of absurdity is explored through the human condition in the characters within the plays associated with The Theatre of the Absurd.”

Martin Esslin  grouped together with authors and playwrights. the Absurd theatre originates in small ‘avant guard’ theatres in the latin Quarter in paris. I felt the main objetives  f the theatre of absurd are that everything  that goes seems to be puzzling and confusing. The plots tend be illogical or completely  not there at all. In my eyes this is what make it humours and the characters  tend to be rather silly and unswear of the situation that they are in.

We looked at a few clips on youtube of the Charlie Chaplin. The film we looked at the Uncontrollable Laughter,

Best of, Stunts, Buster Keaton

Constellation: Absurd Week 2

This weeks constellation focused  on Existentialism. What is existentialism?

The concept of existentialism

To start with we looked at how Existense Precedes of Essence . By looking at what Existense and essence actually  are. What I gathered existence is what you look like what you can physically see. When you are more you exists  you fresh and new. I imagine it to almost be an empty sandwich without the filling Where through essence  is more our personality when you start to engage with all things around us.  For example a tree has no essence but a human that engage with things around it can have one. The conscious  and unconsciousness comes in as conscious being for and unconscious  being in itself.

Facticity and Transcendence

Facticity  is existences. It is the physical attributes that we have to offer. The fixed information which you see the external evidence that is visible.

Transcendence  is what goes beyond what you can see and what makes you…YOU! It is your essence  what make you different to someone else.


Freedom And Value

Freedom and value are getting me confused i am trying to understand   and get my head parts of the existentialism. I sometimes get it then i can confused and  it feels like I’m back to square one.

Freedom: with freedom you can question why through having freewill. By having freedom you morals that are connected  to your essence  which give you value


Constellation Week1: Absurd

In todays session it was interesting as well as confusing. What we looked at first different artist and designers work looking at how we see things and how associate object but when you look closer it seems absurd.

For example: this work by  Ron Mueck ‘baby’ you associate a baby as a small and can hold it in your hands. You know what it is but when you see it large scale it is confusing. Just makes you question if this is real.


Then we looked at a Philosopher  in groups, we had Maurice merkeau-Ponty.  In our groups we had a find out information about him and what was all about. This really confused me i did not quiet get him. He was from Paris in France. His dad died in the war when he was very young which might have effected his why of thinking about life. It was hard to to establish I’m my eyes what he was all about. In our group here some stuff we found in our group. He argued that the body was frequently underestimated in philosophy. He  was the only major phenomenologist  for the first half of the twentieth century to engage extensively with the science  and especialy with descriptive psychology. That live perception is fundemental to phenomenology.


PDP: Jon Clarkson Constellation

The reason i chose to After Modernism is that i wanted to explore another side of working  and understand  it from a different point of view. As i do graphics i felt it would be a nice change look at the movements.

Choosing After modernism I got to see work first hand with a visit  to London to the Tate which i found very interesting.Through my experience i did change my mind up about what i thought of minimalism slightly. I definitely benefited from the trip in the long run, listening to peoples thoughts while the work is there in front of you.

What i did like learning about in after modernism was pop art, minimalism and The gallery & Institutional Critique. learning in more depth about movements i found really awesome. I found pop likened well graphic communication as the use imagery and typography in a simiair way that i could see myself using it. What i am hoping to take from the lectures on practical point of view is that get out and go to art galleries and see work first hand as it give a complete different  impression, you see it for real. Writing about pop art in my essay i like the college element  of work so i want  incorporate that in my future work. Also the theory side of things i find hard, but i guess i wanted to learn about artist them selves and by looking at the different  movements i have been introduce. Through the essay i have gone to more depth and you start to really dig away and understand artist.

Things that i felt hard to get my head around Fluxas and Abstract expressionism. I would get to a point in the lecture and think i got to grips with it but then get confused. I think there was a lot of information over a long period of time, and i found it hard to digest  it and concentrate. Although i did not fully get my head around some of the movements i did find it interesting getting introduced to them.

When we had to be in at 9 to talk about The gallery & institutional  Critique, It just lasted an hour and then later on in the day we go to the museum. I found talking about it then letting that sink in and then actually viewing some of things over with your own eyes helpful. I guess having the lecture lasting only an hour and getting straight the the point was a lot easer that it going over to hours. Two hours is two long for me to concentrate. That why i believe i got to grips because  the information was more condense  to understand what was going on. As the informations was more condense, it was easer to take in.   Also due to my interest in how space is used and how it has evolved, just grabbed my attention.

However saying all that, did feel that Jon sounded very passionate and the discussions  that our students and him got into were interesting to listen to. So listening to someone speaking about what makes them tick really helps you get absorbed into what they are talking about.

What i need to improve for next time is to speak up and give my own view points on work. I think that is improving  in my subject area as it probably would help to understand and get a point across.

Week 5: London Trip

We went to London to see an exhibition on minimalism. I was looking forward  to this because  when we did the talk about it in the lecture I found intriguing to see things in the flesh and reflect on it. When we got to the Tate in London we were split up into to groups and Jon took us round the Tate and we started to look at the work. When we looked at minimalism in the lecture on the computer, it was a lot different to being three seeing. I felt some of the work was really taking the mick sometimes, but other created more of a allusion. Scale i think played a huge factor, you don’t really realise how how large some  of the work was. Talking about certain art works, one really stuck in my head, i have forgotten the name but i remember  that the it was a tree trunk and they carved to make look like it was the wrong way round. There Copper, enamel and aluminium box that you could not quiet see into but luckily  by looking at the side you can see the reflection and see all inside it. I guess stuff i like where it make you do stuff and get involved and intrigued. I felt sometimes ponder to much time over a peace of this kinda and really over think and almost makes it boring. I found it hard to stop and take time over  peace  of work without loosing interest. After we looked around the tate, went for a wonder round the river. All together  nice to see a new place and experience  work that probably would really go see this work by choice. On the other hand i did choose to go on the trip. The way i think about work after seeing it from touching distance has slightly as i did like more before in sense that did like the concept of simplicity  but can get ridiculous. On the other hand, i do like they some of it looks and works.