SUPER GRAPHICS IN WORKS OF CHARLES CORREA

Kala Academy, Goa




British Council, Delhi


Jawahar Kala Kendra, Jaipur


Permanent Mission of India to the U.N. , NewYork


Cidade de Goa, Goa

SUPER GRAPHICS

Graphics which are oversize, which travels from surface to surface and change the perception of space where they are used are called super graphics, i.e. the graphics which transforms the cube and cube no more can be perceived as a cube are super graphics.
With the use of super graphics certain behaviour of the users in a particular space can be expected. It changes the perception of space and by doing so the spatial experience of the space is also changed. Bold colours and patterns are often used to create super graphics.
Super graphics is a dominating visual element for creating general urban landscape. It gives the independent identity to the surfaces. It also acts as landmark and gives identity to the streets. It can also act independently from the building. It is a sticker of a surface which may or may not relate to context and which may influence the existing context. It functions as promotional graphics- on trains, aircrafts, buses; as commercial graphics- on building facades, store facades; and also as identity/way finding/information/space division/ experiential graphics.
Super graphics has to be perceived and communicable from a far distance. The huge billboards on a highway which uses symbolic colours and signs are super graphics. Super graphics act as a dialogue of a wall/surface where it is used.
Super graphics is used as an artistic means of expression and continuation of decoration, but now with the help of today’s technology it is possible to make it more interactive and ever changing. Depending upon the intension of the super graphics it may or may not relate to the host architecture. It is a visual narrative narrated by the content of the graphics.
Super graphics has to harmoniously live with the environment around. The function of a super graphics validates it being at its place. As it can be interpreted and appear in many forms. It creates a dramatic space and provide memorable freshness.

ACT OF PUBLICITY

Publicity is a promise for particular product and mirror of desires one has for one’s life through that product. It does not talk about particular object or product but it talks about the situations one can be in after possessing that object or product and also talks about fulfilment of one’s desire for the activity/function where this object going to be used, i.e. Liril’s old advertisement in which they show a girl bathing under a waterfall. It also draws parallel to the new emerging desires and becoming dissatisfied with present situations, i.e. Fair and lovely fairness cream which creates desires to be fair and beautiful.

Publicity also puts across the current issues or events and validates the products place in today’s time and at every situation, i.e. Amul butter hoardings.

Publicity makes a person feel incomplete without all the, glamour/transformations/wishes/looks/being envied/status, that product can provide to the consumer. Sometimes publicity also generates the curiosity to create the desire or want for that particular object, i.e. when some soft drink was launching in west, to make people curious they applied a strategy in which different people would go to different shops and ask for this soft drink but shopkeeper would not have it as it was not launched in the market. Same way people would talk about this drink in the society before the launch. So when finally that soft drink got launch it had a huge market already waiting for it. The similar strategies can be used in India as in India socializing is a part of everyday life and ‘word of a mouth’ from socially known and trustworthy person is more valuable than any advertisement or hoardings.
Publicity also tries to connect to each and every person so it allows one’s own interpretation to connect to it. Publicity also uses metaphors, myths and unrealistic things to project and convey the virtues of the product,

i.e. Fevicol adhesive (http://www.youtube.com/watch?v=uBTRv14_Jfc ), Ambuja cement.

Publicity in India targets the families and their values. India is well known for its culture, philosophy of life and festivals so in publicity they try to make it larger than reality. Publicity also uses the charm of celebrities/ architecture/ art/ literature(paro-devdas characters) which are counted for the status so in one way publicity brings all people at one level i.e. every one eats the same biscuits which Shahrukh Khan eats. Publicity also indulges the possibility of using the same products which these celebrities use and thus feel the status of that particular celebrity, i.e. Tag Heuer watches, Reid and Taylor, Provogue, Kiah jewellery etc.

Publicity represents the similar desires for similar products, the idea of publicity remains constant but the way of representation depends upon the context, where India or other country’s reference plays a huge role. Content can be contextual for the publicity but idea of publicity cannot be contextual.
http://www.youtube.com/watch?v=UgJYu-bkd3M is the close up advertisement outside India.
http://www.youtube.com/watch?v=yMvYqmcQCsE&feature=related is the close up advertisement for India.

BRANDS

Brand is the word which is used in the at least three separate but interrelated senses:
· In most everyday use a brand is a named product or service.
· In some context brands are trademarks.
· In other contexts, brand refers to costumers’ and others’ belief

Brand is the set of emotional and sensory inputs a consumer associates with a particular product or service in their episodic memory system. It is the sum of all available information about product, service or company. Retail facilities, social responsiveness, and service appeal/quality, sales/marketing, public and community relations, trade exhibits, even advertising or promotions make a company the brand.
It is a series of associations that determine how customers think about the company and the services that company offer. It is defined as ‘a name, term, sign, symbol or a combination of these, that identifies the maker or seller of the product’. It is a marketing tool that allows consumers to recognize the maker of a product.
The image of brand creates expectations. It defines the product, how it operates, and how it is different from the competitors. In essence, the brand image is a promise to consumers that must be kept. Brand equity is the worth of that image and its strength, as judged by its ability to remain unaffected by temporary changes in the market place. It refers to the value of the brand. Brand equity does not develop instantaneously. A brand needs to be carefully nurtured and marketed so consumers feel real value and trust towards that brand.

Branding is an important decision designed to enhance the identity of the product through the use of unique brand names, symbols and other distinctive measures.
The way of branding also suggests the position of the brand and the targeted consumers and age group of consumers for that particular brand. For example, Vicco and Nirma are two of the very famous and old companies from India. Their approach of branding and marketing suggest that these brands are affordable and suitable for the middle class consumers. Thus they them self define the position of their brand and targeted consumers. On other hand, Liril and Lux are also the famous and old companies always known for the glamorous way of branding which brings out the desires of the consumer which make them buy their products irrespective of the class.

Brand equity can be a useful measure of the value contained in a brand. It can help evaluate brand extensions, create partnerships and provide certainty around market share expectations. But it's a difficult measure to calculate, and as a result can be extremely deceptive. It isn't just a function of brand awareness – it's also dependent on the brand's meaning. And while awareness is a straightforward, quantitative measure, meaning is a much more complicated factor, shaped by a blend of actions, communications, opinions and experiences.