Chapter 5

Question 1

Modernism responded to the growth of what “ism”?

Answer 1

Industrialism

Question 2

________ is the “age of reason” marked by the rejection of superstition and religion as dominate forces in culture.

Answer 2

Enlightenment, emerged in Europe at the end of the 17th century. It embraced objectivity.

Question 3

The persona of a corporation, or corporate identity, is usually expressed through its

Answer 3

Name, logo, typefaces, and supporting visual applications which are guided by a manual of style

Question 4

A century of dramatic population growth and advances in manufacturing transformed daily life from ______ to a ______-based society

Answer 4

Agrarian to a consumer based society

Question 5

Modernism

Answer 5

An array of cultural movements in the late 19th and 20th centuries that responded to the growth of industrialism in western countries.

Question 6

Objectivity was embraced in during the Enlightenment period of the 17th century. Objectivity can be defined as…

Answer 6

The ability to view something with accuracy and neutrality, as it actually exists.

Question 7

______ thinkers placed their faith in the order of math, the predictability and rigorous methods of science, and a belief that complex things could be understood through the orderly study of their fundamental components.

Answer 7

Enlightenment

Question 8

Scientific Management, also called ___________ is a theory of management that analyzes and synthesizes workflows. Its main objective is improving economic efficiency, especially labor productivity. It was one of the earliest attempts to apply science to the engineering of processes and to management.

Its development began in the United States with Frederick Winslow Taylor in the 1880s and ’90s within the manufacturing industries. Its peak of influence came in the 1910s;[2] by the 1920s, it was still influential but had entered into competition and syncretism with opposing or complementary ideas.

Answer 8

Taylorism

Question 9

Taylorism’s main objective is improving _______________. It was one of the earliest attempts to apply science to the engineering of processes and to management.

Answer 9

economic efficiency, especially labor productivity

Question 10

Technology in the 19th & 20th centuries were a linear and sequential process. To achieve mass production goods needed __________. No longer could a craftsman intuit the process.

Answer 10

Standardization

Question 11

Mass production helped pave the way for which artistic medium?

Answer 11

Photography

Question 12

T or F: Edward Muybridge proved through sequential photography that all four of a horse’s hooves leave the ground at the same time.

Answer 12

True

Question 13

Laszlo Moholy-Nagy, Hungarian Bauhaus designer, is known for creating ____________, in which he placed objects on photographic paper and exposed them to light.

Answer 13

Photograms

Question 14

Surrealist/ dada artist ___________ also used used negative imaging but position a series of objects through multiple exposures. These were called “rayograms.”

Answer 14

Man Ray (American, 1890-1946)

Question 15

Unlike many photographers of his time, _____________ (husband of Georgia O’Keefe) did not manipulate the image in printing to heighten its artistic quality. He wanted them to be a record of their time.

Answer 15

Alfred Stieglitz (American, 1864-1946)

Question 16

Originally trained as a sociologist, photographer ____________ captured American worker and child labor in factories and sweatshops while working for the National Child Labor Commission and later the WPA.

Answer 16

Lewis Hine (1874-1940)

Question 17

__________ was a colleague of Lewis Hine; however, she covered the impacts of the industrial revolution and Great Depression on agrarian life. She worked with the Farm Security Administration in the 1930s.

Answer 17

Dorothea Lange (American, 1895-1965)

Question 18

Photographers ________ and _________ created images of American labor that, while emotionally powerful, avoided the sentimentality of earlier times. These images served as __________ evidence of the circumstances in which Americans labored in the first decade of the 20th century.

Answer 18

Lange and Hine. Objective.

Question 19

In the 1920s and 30s, avant-garde designers started experimenting with documentary photography in order to represent the challenges of their modern world. They employed the technique of ________ to rupture the illusion of photography as an objective record and offer different scales and points of view in one composite image.

Answer 19

Photomontage (a hybrid image)

Question 20

_________, composite image made up of images from more than one source, gave way to the power of _________ and persuasion during the war in Europe.

Answer 20

Photomontage gave way to propaganda

Question 21

Stepanova and Rodchenko are two Russian artists whose work was considered some of the first great works in _______________.

Answer 21

Photomontage

Question 22

In additions to photography, __________ was another artistic medium in which designers found a new expressive language that was compatible with the modern industrial world.

Answer 22

Abstraction

Question 23

_______ was abstraction in France

Answer 23

Cubism

Question 24

________ was abstraction in Italy

Answer 24

Futurism

Question 25

_________ and ________ were forms of abstraction in Russian

Answer 25

Suprematism and constructivism

Question 26

____________ and ____________ used _____________ to challenge the artificial systems of the Renaissance perspective in which it attempted to replicate a natural view of the physical world through vanishing points in traditional artistic media.

Answer 26

Stepanova and Rodchenko, photomontage

Question 27

Russian suprematist artist __________ defined space through the use of color, line, and shape, as well as size, intensity, and positions of these shapes within a flat plane.

Answer 27

Kazamir Malevich

Question 28

Abstraction and use of geometric shapes established a fundamental relationship between the viewer and the object that was unobstructed by the conventions of high art and style. This type of modern art and design was seen as _______________. It was socially motivated and was thought to have transcended class and political boundaries.

Answer 28

accessible to the masses

Question 29

The _________ were already known for their precision of craft. They embraced standardization and had a profound impact on modernist theories of ___________ design.

Answer 29

Swiss, typographic design

Question 30

The German Din A series is a standardized _________ lauded by German printer Jan Tschichold. This was later adopted as an international standard. The U.S. However has it's own standard.

Answer 30

Standardized format for sizing paper based on a single sheet ratio

Question 31

Tschichold set the standards for _______ Books in the 1940s. The covers had consistent spacing, margins, color palettes, and typefaces. He created a visual identity for this publisher.

Answer 31

Penguin Books

Question 32

What is standardization in design?

Answer 32

Process of developing and agreeing upon uniform technical specifications, criteria, methods, or practices.

Question 33

What does ISO stand for in Europe?

Answer 33

International Organization for Standardization

Question 34

________ reduces content or concept to its most essential form.

Answer 34

Abstraction

Question 35

Modernists had a preoccupation with _______ and geometry

Answer 35

Logic and geometry

Question 36

Modernist design was not about the eccentricities or styles of the _________. It was focused on form and function so that the work produced was consistent and projected a precise visual representation of the company to the public.

Answer 36

It was not about the eccentricities or styles of one particular designer.

Question 37

Design becomes universal when it....

Answer 37

Transcends specific cultures or contexts

Question 38

__________ found that there are universal principles and codes that owe nothing to cultural experience. He studied myths in various cultures and they all relied heavily on the same basic elements — variations of a limited number of themes. He also discovered that most involve binary oppositions — good and evil, dark and light — whether "primitive" or "advanced" people. They have the same mythical thought.

Answer 38

Claude Levi-Strauss

Question 39

Filippo Tomasso Marinetti declared the formation of the futurist movement in 1909 in a manifesto. He proclaimed that the new century should be captured in art and design via dynamic sensation, meaning......

Answer 39

Objects and forms are in constant motion and in constantly changing relationships with each other and their environments. This reflects the futurists interests in speed and machines.

Question 40

For futurists, typographical form captured ____________ repetition, frequently through patterns of diacritical marks and mathematical symbols. They were also made up of lines and shapes as elements that alluded to typesetting and __________ production.

Answer 40

Mechanical repetition, mechanical production

Question 41

Contrary to the futurists beliefs Christopher Crouch points out that futurist declarations of the universality of dynamic sensation is an inherent dichotomy. If circumstances are dynamic, they cannot, by definition, be _______; and thus they can not be codified as universal.

Answer 41

Stable

Question 42

De Stijl, modernist movement in the _________ was also based on a search for universal elements and principles of form.

Answer 42

The Netherlands

Question 43

Which modernist movement from the Netherlands did designers, artists and architects reduce things down to their most elemental components - straight lines, right angles, and primary colors?

Answer 43

De Stijl

Question 44

De Stijl believed that harmony could only be achieved through _____ and not through references of the natural world.

Answer 44

Abstraction

Question 45

What four major modernist groups used abstraction to achieve universality (which mimicked the standardized and mechanized world in which they lived)......

Answer 45

``` Futurist, Italy Suprematist or Constructivist, Russia De Stijl, Netherlands Bauhaus, Germany International Typographic Style, Switzerland ```

Question 46

In what year did Bauhaus open in Weimar?

Answer 46

1919

Question 47

Because of fits proximity, the Bauhaus benefited from the philosophies and political activism in Russian and Netherlands. However Bauhaus added in commerce, industry and practicality in order to improve the everyday life oft he German people. It's agenda was therefore___________.

Answer 47

Nationalistic, to restore the spirit of Germany (after WWI)

Question 48

Bauhaus of the 1920s and 30s became dominated by "new objectivity," an approach to design that had begun under the ___________.

Answer 48

Deutsche Werkbund (German work federation)

Question 49

German style of the 1920s and 30s that is characterized as "matter-of-fact" and the rejection of romantic idealism (a post-expressionist)?

Answer 49

New Objectivity

Question 50

Bauhaus artist and teacher _________ moved from Germany to the United States during WWII and with him he brought his universal vocabulary in which color and abstract visual concepts eclipsed cultural circumstances.

Answer 50

Joseph Albers

Question 51

Austrian philosopher and social scientist, __________, developed an international picture language he called isotype.

Answer 51

Otto Neurath

Question 52

What does Neurath's ISOTYPE stand for?

Answer 52

International System of Typographic Picture Education

Question 53

The goal of ISOTYPE was to create a system that is ....

Answer 53

Independent of the knowledge of language (be user pictures whose details are clear to everyone are free from the limits of language)

Question 54

What was Neurath's utopian vision?

Answer 54

That everyone could learn to read and write his iconic picture language as a reasonable and culturally neutral substitute for verbal language.

Question 55

In the 1950s, in which the universal form had reached the pinnacle of expression, the ________ was characterized by modernist preferences for asymmetry, geometry, and highly refined levels of contrast. It also privileged content over form to achieve a sense of neutrality and clarity.

Answer 55

International Typographic Style (Switzerland, 1950's)

Question 56

T or F: Serif typefaces and a justified column style served the precisionist style of Swiss design by maintaining a uniform of strokes and space within and between letters and words.

Answer 56

False; San serif typefaces and a ragged right column style served the precisionist character of Swiss design

Question 57

Adrian Frutiger's typeface _________ from 1954 was a San serif typeface that has numerous sizes, weights, and proportions all within the same family.

Answer 57

Univers

Question 58

T or F: By the end of the twentieth century modernist designers had achieved their goal of creating a styleless culture.

Answer 58

False, it was clear by this point that style was inescapable. Even in embracing the most irreducible of geometric forms, designers created distinctive and identifiable forms that can be placed with history and is associated with Modernism.

Question 59

Historian ___________ traced modern fascinations with style back to the _____th and _____th centuries, when feudal lords established sumptuary laws governing the wearing of apparel.

Answer 59

Stewart Ewen, 14th and 15th centuries

Question 60

The corollary to style is ________, an interpretation informed by experiences related to one's social class, cultural background, education, and other aspects of identity.

Answer 60

Taste

Question 61

According to Stewart Ewen, taste is an interpretation informed by experiences related to one's.....

Answer 61

Social class, cultural background, education, and other aspects of identity.

Question 62

In what year did the Great Exhibition (of London) take place? It is also referred to as the first world's fair.

Answer 62

1851

Question 63

French poet ______________ wrote about __________, a detached wanderer who strolled the city and simply observed urban life. This French term means "stroller, saunterer."

Answer 63

Charles Baudelaire wrote about the "flâneur"

Question 64

In the 19th century design and architecture were subject to public taste. Most were wrapped in decorative skins that were more image than structure. ________ and _______ were two popular architecture styles during this time which focused more on the symbolism of their stylistic precedents.

Answer 64

Gothic Revival and Neoclassicism

Question 65

Neoclassicism is the return to the ideals of ancient ________ and __________.

Answer 65

Ancient Rome and Greece

Question 66

Due to the superficial obsessions with consumerism, style and taste in the 19th century (as one can see in the Gothic revival and neoclassical styles of architecture at this time), ___________ sought social progress and saw "style" as a dirty word.

Answer 66

Modernists

Question 67

Which modernist architect coined the phrase "form follows function?"

Answer 67

Louis Sullivan (American, 1856-1924)

Question 68

Which German architect is often quoted as saying "less is more?"

Answer 68

Ludwig Mies van der Rohe

Question 69

Who was the leading figure in the arts and crafts movement, also known for his work with Kelmscott Press.

Answer 69

William Morris

Question 70

A goal of the ______ movement was to create a balance between utility AND style.

Answer 70

Arts and Crafts Movement

Question 71

Who was it that said "the proletarians have nothing to lose but their chains.... Working men of all countries untie!"

Answer 71

Karl Marx

Question 72

Suspicion of style was matched by growing mistrust of the upper class. Founded in Switzerland in 1916 (and later spread across Western Europe) the ______ movement was characterized by its disrespectful, intentionally incoherent attacks on high culture.

Answer 72

Dada movement

Question 73

T or F: Annie and Josef Albers were the founders of Bauhaus

Answer 73

False, Walter Gropius was the founder of Bauhaus

Question 74

T or F: Modern design in the U.S. was a pragmatic response to growing commerce and the need to advertise. And by the end of WWII American modernism was all about style.

Answer 74

True

Question 75

American industrial designers fashioned a romantic vision of speed, travel, and technology in aerodynamic forms known as __________.

Answer 75

Streamlining

Question 76

In which country did modern style become a form of currency and thus fueling consumption?

Answer 76

United States

Question 77

The _________ machine linked the composition of metal type to a keyboard, casting each letter as it was typed and made typesetting much faster.

Answer 77

Linotype machine

Question 78

Western countries moved from industrial societies to consumer societies at the turn of the century. As a result it was necessary to promote the consumption of these goods and thus the ________ profession was born.

Answer 78

Advertising profession, by 1920 advertising accounted for nearly 2/3rds of newspaper and magazine income.

Question 79

_________ is the surface application of fashionable forms to otherwise functional objects and environments, usually for the purpose of marketing.

Answer 79

Styling

Question 80

"System of Objects" written by ___________ suggested that modern design reduced objects to their functional role within a larger system and advertised them by encouraging consumers to complete the system.

Answer 80

Jean Baudrillard

Question 81

_______ is a quality that transcends an individual, culture, or time. In modernist form, it means that there are essential forms that are fundamentally human.

Answer 81

Universalism

Question 82

The 19th century Paris arcades were precursors to the contemporary shopping mall. Which one of more of the following describe(s) what the department store contributed to the modern sensibility?

Answer 82

an interest in seeing and being seen out and about in the city (being the flaneur), a shift from smelling and touching commercial goods to seeing them — an emphasis on the role of the visual in modern life

Question 83

``` Which of the following is/are consistent with modernist interests in objectivity and rationality? Select one or more: the use of photography NONE OF THESE the use of geometry Correct the use of standardized forms Correct ```

Answer 83

The correct answer is: the use of photography, the use of geometry, the use of standardized forms

Question 84

T or F: The Bauhaus was just like other 20th century European modernist movements such as De Stijl, Russian Constructivism, and Dada, in that its followers had an agenda focused on social change.

Answer 84

False

Question 85

________________ is a quality that transcends an individual, culture, or time. In modernist form, it means that there are essential forms that are fundamentally human.

Answer 85

Universalism

Question 86

_______ is the name of the approach to form-making (i.e., visual style) that designers take when they want to borrow the connotations and meanings from another culture, particularly one from the past (spelling counts).

Answer 86

Appropriation

Question 87

________________ is a mixture of visual references that imitate previous styles in new works or contexts. This was an often used approach to form by post-modern designers. ``` Select one: pastiche plagiarism appropriation ALL OF THESE ```

Answer 87

pastiche