Wednesday, 5 December 2012

Dissertation Feedback III

Dissertation feedback from today's tutorial with supervisor, Jenny Hutton.
Unfortunately, due to a combination of perhaps bad time management and trying to juggle the completion of work for the Design Practice III OUGD301 module (see my Design Practice blog), I hadn't managed to work to the full extent on the dissertation and write much more. However, the feedback from Jenny was really useful and I have now been set the task to complete the first draft of my dissertation by 15/01/13 for formalised feedback on 23/01/13.

Wednesday, 21 November 2012

Dissertation//201112 Sources & Draft.

A documentation of my dissertation work to date, and preparation in regards to the written content I will produce for feedback in my dissertation tutorial with Jenny tomorrow.

At this stage, I'm a little disappointed with the quantity of work. At this point I feel as though I should have been far more prepared at an earlier stage to not have to face these apparent difficulties in balancing my dissertation work with my design practice at this point (over Christmas I'm going to give it some real focus). 

Looking forward to meeting up with Jenny soon to discuss some of my potential ideas and direction, and, generally, just to see whether or not the standard I'm currently writing at is strong, or what I can focus on to improve my outcomes and basis of understanding throughout my written work.

Monday, 19 November 2012

Dissertation//Written Plan.

Something I should have done long by now (but now feeling so relieved that it's done so I can well and truly make a good start on my written content, but hopefully not letting my Design Practice work slip too much), finally put together a written plan for the structure of my dissertation, which will hopefully give me a little more focus within my work, and can be seen my Jenny for (hopefully!) some constructive feedback in my tutorial on Wednesday afternoon whereupon I'll hopefully also have a significant body of writing to show by that point.

Wednesday, 24 October 2012

Dissertation//Dissertation Feedback 241012.

Dissertation feedback in regards to the one-on-one tutorial with Jenny today to discuss my current process and the development of the most recent tasks in which I had to triangulate, evaluate, analyse and paraphrase texts/issues in regards to my dissertation subject matter as a writing practice for the final dissertation draft which is due in in just a few short weeks. 

At this point, although I would ideally like to be a little further along in terms of my written content, I feel as though my head is in the right place, and hope to progress with the same stamina as I have already done. Fortunately, my ideas, on the whole, seem to be going down well, and I hope I can carry on in this manner to have my dissertation completed (more or less!) by the time I return to Uni after the festive break.

Dissertation//Research Sources to Print.

Online sources to print and research/source for future writing, and samples of text that have proven useful in regards to my sourcing of information for this week's critical writing tasks. 
To print off and present as research sources in my dissertation tutorial later on today.

Text Source

Text Source

Text Source

Text Source

Text Source

Text Source

Text Source

Text Source

Text Source

Text Source

Dissertation Tasks//24.10.12.

The completed four dissertation tasks, as originally delivered by dissertation supervisor, Jenny Hutton, in my session last week, looking at starting my critical writing and looking at different ways to evaluate the subject matter within my dissertation.

Currently, I've been really interested in the marketing perspective of the health drinks industry, and will discuss this as a form of direction with Jenny in my tutorial later on today.

Dissertation//Image Sourcing Throughout Dissertation.

Note to self- discuss with dissertation tutor, Jenny Hutton, about contextual referencing of images through my dissertation, and whether or not it is appropriate to demonstrate visual examples of the text/source examples discussed and analysed, eg. (as shown in this blog post), comparing printed advertising for both Innocent and Feel Good Drinks.

Image Source

Image Source

Sunday, 21 October 2012

Dissertation//Dissertation Tutorial I.

Notes from Wednesday's tutorial with Dissertation Supervisor, Jenny Hutton.
In the first session, I explained some of my initial concerns or queries to Jenny, and, as shown below, I really felt that I got so much inspiration, motivation and direction to move on with my research and critical writing. Throughout the next couple of days I hope to extensively research my subject matter and reading source material as well as to complete my written tasks in time for the Wednesday tutorial session next week.



- Look at Propaganda, Not-for-Profit.
- Charity influence on health drinks industry, NHS (Stop smoking campaign, propaganda influence).
- Not-so-Innocent companies jumping on the Bandwagon- investigate these, eg Feel Good Drinks (high sugar, too late on the bandwagon).
- Look at National effect of the industry.

- Look outside of my themes, look at Branding, Typography, Marxist theories, etc- triangulate.
- Look at market, socio economic and time launched.
- Look outside industry at market changers- BODY SHOP, DYSON, etc.
- Examine how the industry has changed and the contemporary "normalities" of product design- environmentally friendly, recyclable, etc.
- Talk to the consumers of Innocent for feedback and primary research.
- Look for innovators in packaging and sustainability, market leaders.

- BIG KNIT campaign- what do people DO with the hats afterwards? Do the gimmicks work?
- What is the zeitgeist now as opposed to when Innocent launched in the late 90's?

- Bring all research and printed notes for next week's session.




Paragraph on:

1. Triangulate a breadth of sources/link/theories

2. Evaluate strengths/weakness of Innocent/subject matter

3. Analyse (ie packaging design)

4. Paraphrase (article or book)


- Look for industry competitors to evaluate (e.g Feel Good Drinks)
- Research into 2000 (ish) Zeitgeist, economics, politics and health- did this influence the market?
- Market research into views of the brand/brand name, visual identity, etc.
- What is the next big brand? Look at current zeitgeist.
- Research the brand philosophy of Innocent and what they have done effectively in promoting their brand and ethical and sustainable pledges. 
- Research McDonalds as the majority shareholder of Innocent and link to the bourgeoisie capitalist industry, Marxist theories, etc.
- Research other industries- eg Dyson and The Body Shop and how they revolutionised the market.

Wednesday, 10 October 2012

Dissertation Lecture//Critical Analysis.

Notes from today's optional Critical Analysis Dissertation Lecture, which I hope will help me to develop and critically structure my future dissertation writing drafts.



- Dictionary Definitions- 'Critic', 'Criticism', 'Critical'.
To find faults, become analytical without bias.

- Being critical is about being rational and using rational thinking. 
- Reasoned Thinking- 'Stepping away' and using evidence and logic to come to your conclusions. You can have opinions and argue for a case, but the argument has to be backed up by evidence and the ultimate decision has to come from an objective process and reasoned writing style.

- Have awareness of perspectives. You may feel passionate about a subject, but you require reasoning.
- There's more than one way to approach a subject.

- Perspectives you may encounter- Marxist, Neolibralism, etc. Asking different questions and themes will lead you to different answers. Consider the approach and what you hope to achieve.
- With questions there are also counter-questions.

- You don't NEED a balanced argument, it can appear "weak". Have an opinion, and then back it up with as much philosophical and evidenced writing as possible.

- Consider different points of view before you reject them. Think about topics from as many different angles as possible.
- REMEMBER, no text is neutral, there is always an agenda. This about the cultural, political and contextual situations of the text.
- Consider your own biases and why you're writing. CONTEXT, CONTEXT, CONTEXT. EVERYTHING has a context.

- Consider the influence of one of more of the following: The time, the place, society, politics, economics, technology, philosophy, scientific thought..

EVIDENCE- What is the evidence for what you are saying? Every time you want to make a judgement, support it.



- What do you want to say and communicate it? What evidence do we find, and where do we find it?


The art of pitting alternate theories against the same body of data.
We need to steak our argument and then give proof to your argument, whilst triangulating other sources and opinions, but, again, refer back to your opinion and back it up.

Notes on practice academic writing will be posted onto moodle, with ways to refer and practice triangulation.


- Keep it simple- refine what you want to say and focus on the key issues.
- Look into your key issues in depth and bring in the maximum evidence in to support your views.
- Discuss your issues and the evidence you have found in a clear and logical manner.
- Move from the general to the specific.

Critical Analysis of a text step-by-step guide on eStudio **LOOK & READ**

Wednesday, 3 October 2012

Dissertation//Dissertation Briefing with Richard Miles.

Notes from today's dissertation briefing, as delivered by head of Contextual Studies, Richard Miles.




- Level 6 dissertation information on Moodle, inc. handbook
- Guidance notes- blog (tell you how to structure your referencing)
- Harvard Referencing guide on Moodle
- Dissertation word count
- Submission of work
- Check out and blog all info


- Critical Studies office, G06 (Richard Miles)
- ALWAYS get in touch with Jenny through emails..
- Entitled to 4 hours contact with supervision tutor.
- This group briefing is classed as our first hour.
- 6 30 minute tutorials- USE WISELY
- All tutorials need to be booked in advance via Moodle- you sign up for a time (see dissertation information).
- If you are 15 minutes late for a tutorial, it's classed as a non-attendance.


- Drafts must be submitted at least 3 working days in advance to guarantee feedback in a tutorial session.
- 1st tutorial (8th Oct w/c), Bring records of research so far. Essay structure discussed.
- 2nd tutorial (w/c 15t Oct, 22nd Oct), Progress of research/sample of critical writing.
- 3rd tutorial (w/c 5th Nov, 12th Nov, 19th Nov), Suggested deadline for draft of two chapters.
- 4th tutorial (w/c 26th Nov, 3rd Dec, 10th Dec), Planning for research over Xmas. Advice on reworked draft.
- 5th tutorial (w/c 7th Jan, 14th Jan), Tutorial on reasonably finished draft.
- 6th tutorial (w/c 21st Jan, 28th Jan, 4th Feb), Check title, presentation, bibliography and other details.


- Jenny's tutorial times are now up on Moodle and are bookable.


- THURSDAY 14TH FEBRUARY 2013 DEADLINE (Signed into the administration Office, G23, see estudio).
- 2 bound copies and CD copy required... 19 WEEKS TOMORROW.



- Research (30)
- Critical Analysis (30)
- Understanding and link between theory and practice (25)
- Academic conventions (15) [REFERENCING, BOUND, FORMAT, GRAMMAR... "GIFT MARKS"]


- TRIANGULATE sources.
- Apply theory to investigate visual culture.



- A solid underlying methodology (topic and research methodology and rationale... evaluated, critiqued and supported... the take and way to investigate it).
- Critical depth and critical balance (You can have an opinion, as long as you can back it up... it should be clear and unambiguous).
- ACADEMIC writing, intellectual depth.
- A clear, logical progression/argument and development.
- TRIANGULATION... link sources, look at a topic from at least 3 sides, a third argument would side with one or the other, therefore, helping form a substantial and evidenced argument.

- Intro, 750 words
- Conclusion, 1000 words



- Roughly 4 chapters.
- Plan a structure in your first tutorial.
- Don't be too ambitious.
- Move from the general to the specific.



- "A short guide to writing about art" book.
- "Doing your research project" book (case studies, questionnaires, etc.)



- Word count excludes... Extended quotations (2 lines or more, separated from body of text and indented).
- Bibliography
- Title page
- List of illustrations
- Appendices (Emails, interview notes, reports based on primary research, etc.)
- Small quotes in text (fragmentary in prose) ARE included in the word count.


Look in Blackwell's book store..

- Icon guides 
- A very short introduction series 

... Broad overviews of complex theories

- Google Books (scanned books and texts online)


- (e-Books, and e-Journals).
- Leeds Met & Brotherton (Leeds Uni) library for referencing.

- JSTOR Journals, specific, and to the point.

Tuesday, 18 September 2012

Dissertation Feedback//Consent to the use of Data Form.

Today, I was sent along some additional information in regards to my dissertation preparation from tutor Jill Fernie- Clarke. Due to the ethical subject matter and nature of my dissertation, when interviewing prospective interviewees, the consent form, as shown below, must be filled in and completed to comply with significant laws and privacy protection requirements, along with letting each of the interviewees know what the specific information will be required for.

Looking forward to making a positive start on my dissertation research, just have a lot of Graphic Design module work to get through first! (See both my Design Practice and Design Context blogs for more details).



I understand that _____________________________________________
(name of researcher)

is collecting data in the form of __________________________________________________________________
            (type of data, e.g. taped interviews, completed questionnaires)

for use in an academic research project at Leeds College of Art

There should be an attached sheet with further information for participants explaining the aims, scope and method of the research.

I give my consent to the use of data for this purpose on the understanding that:

Delete, add or alter as required
§  All names and other material likely to identify individuals will be anonymised.
§  The material will be treated as confidential and kept in secure storage at all times.
§  The material will be destroyed once the project is complete.
§  The material will be retained in secure storage for use in future academic research
§  The material may be used in future publications, both print and online.

Signed by the contributor:__________________________      date:


Signed on behalf of the contributor (i.e. parent/guardian in case of a person under 18)
___________________________________________________       date:

*Drafted with reference to the procedures of the University of Glasgow

Tuesday, 21 August 2012

Dissertation Proposal Feedback//August 2012.

A couple of weeks ago (finally got round to it... less can be said with the dissertation research...) I received the feedback for my dissertation proposal, and discovered that my dissertation lecturer will be Jenny Hutton.

Some really useful and helpful feedback received, definitely made me think more carefully about (potentially) interviewing staff at Innocent HQ, particularly in the light, that despite an initial ray of hope after visiting the HQ, was told a few weeks ago that unfortunately they wouldn't have time to see me for interview purposes, I may need to look a lot more closely at alternative options, and need to make some decisions and look a lot more closely at my research and dissertation development before returning to Uni in September, hoping to have a finalised dissertation by mid-December.

I just need to return the ethics form, and then plan for as quick a development and progress as possible! 



Using the innocent brand as a case study, evaluate whether companies within the food and drinks industry can be truly ethical and sustainable in contemporary, capitalist cultures. 




Sophie Wilson


Jenny Hutton



1. Does the research involve human participants? YES
12. Might permission for the study need to be sought from the researcher's or from participants' employer? YES

Contacting human participants prior to visits/research begins to confirm permission of the study, and to assess whether or not confidentiality is required, or deemed appropriate for the subject matter and opinions expressed by the individual(s).

Monday, 4 June 2012

CTS//Dissertation Proposal//Information.

All the information submitted for my dissertation proposal, before the deadline on Wednesday 7th June at 4PM. Looking at the source material and content chosen to help towards the writing of my dissertation, and all information required to make a good start on my writing and research over the summer months.






42 Ebberston Terrace


+44 (0)7846957340



““Advertising doesn’t sell things; all advertising does is change the way people think or feel (Jeremy Bullmore).” Evaluate this statement with reference to selected critical theories (past and present)"


“How has evolving global and environmental awareness in contemporary society affected sustainable design within the food industry?”


"Using the Innocent brand as a case study, evaluate whether companies within the food and drinks industry can be truly ethical and sustainable in contemporary, Capitalist cultures."


- The growth of sustainable and ethical products within the food and drinks industry within the past decade, since Innocent became prominent in the retail market, and their influence within the sector. - Marketing and design methods and techniques used by Innocent, and how they have helped to establish the brand, and create a distinct identity for the company. - How marketing and publicity has effected production methods in contemporary companies, and how they have evolved from a heightened awareness of sustainability and environmental needs. - The growth of the Innocent brand as an independent company to modern day, and how their ethical manifesto and sustainability has been questioned upon their 2010 \\\"sell out\\\" as the Coca-Cola brand becomes majority shareholder with a 58% stake in the company. - Whether or not companies can both be truly ethical and sustainable in Capitalist cultures.


For my analysis I intend to take a sociological and Marxist influence in my writings, particularly looking at how industries within Capitalist cultures are structured, and how Marxist\\\'s writings and relevant to today, with the focused example of how Coca- Cola are now the majority shareholders in the once independent and \\\"ethically-minded\\\" British business, Innocent. I will go on to discuss how this reflects socio-economics and the bourgeoisie- like structure of capitalist industries, with the influence, power and wealth taking control of small scale, sustainably-focused companies, and the role that they play within developing and evolving the company into a global brand with marketing and advertising strategies.


Central Library, Leeds (Archive, Journal and Publication resource).
Central Library, Leeds, LS1 3AB.

Interview with staff at the Innocent HQ.
Innocent Drinks, Fruit Towers, Canal Building, 342 Ladbroke Grove, London, W10 5BU.

Pearlfisher London, Designers of the Innocent brand identity (All communication enquiries: Nellie Veltman
50 Brook Green, London, W6 7BJ, England.


Germain, D (2009), 'Book About Innocent', London, Penguin Group.

Lester, D (2007), 'How They Started: How 30 Good Ideas Became Great Businesses', Great Britain, Crimson Publishing.

Simmons, J (2011), 'Innocent: Building a Brand from Nothing But Fruit', London, Marshall Cavendish Business.

Klein, N (2001), 'No Logo', Great Britain, Flamingo.

Klein, N (2007), 'The Shock Doctrine: The Rise of Disaster Capitalism', London, Penguin Group.

Patel, R (2009), 'The value of nothing: How to reshape market society and redefine democracy', London, Portobello Books Ltd.

McNally, D (2006), 'Another World is Possible: Globalization and Anti-capitalism', Canada, Arbeiter Ring Publishing.

Harrison, R (2005), 'The Ethical Consumer', London, Sage Publications Ltd.

Marx, K (2000), 'Karl Marx: Selected Writings Second Edition', New York (USA), Oxford University Press.


Developed from a personal interest with the Innocent brand, and their role within the food and drinks industry, and how marketing, advertising and design has been used to establish a firm brand and identity for their company, helping them to now become a multi-national company. Also developed from a particular aspiration to work ethically and sustainably in my own freelance practice in terms of the companies that I work with/for (ethical, non-controversial, positive products/aspirations) as well as sustainably sourcing materials and printing in taking a considered and respected design approach to the Earth, and to demonstrate my responsibility as a designer.


Direct contact/Interview with staff at Innocent. In my previous Level 05 essay, contact was made but only a generalised mass- email- a lot more consideration and planning will be necessary at this time to organised a structured meeting or conversation for a substantial body of research (in the form of an interview) to form the basis of my case study.

CTS//Dissertation//Innocent Research.

Doing a quick bit of research before submitting my dissertation proposal in order to develop a little more key information, data and facts about the Innocent company to help give gravitas and a detailed insight into my intentions for my dissertation, and the direction I intend to follow.

CTS//Dissertation//Book Sources.

Researching publication sources to use for my dissertation as well as for the dissertation itself, looking for useful information, quotes, facts, statistics and data to help support my topic and subject matter throughout the essay.

The title I have chosen, combining my interests and subject matter of the Innocent brand, sustainability, ethics, and globalisation, I have decided upon:

"Using the Innocent brand as a case study, evaluate whether companies within the food and drinks industry can be truly ethical and sustainable in contemporary, Capitalist cultures."

Germain, D (2009), 'Book About Innocent', London, Penguin Group.

Simmons, J (2011), 'Innocent: Building a Brand from Nothing But Fruit', London, Marshall Cavendish Business.

Lester, D (2007), 'How They Started: How 30 Good Ideas Became Great Businesses', Great Britain, Crimson Publishing.

Klein, N (2001), 'No Logo', Great Britain, Flamingo.

Klein, N (2007), 'The Shock Doctrine: The Rise of Disaster Capitalism', London, Penguin Group.

Marx, K (2000), 'Karl Marx: Selected Writings Second Edition', New York (USA), Oxford University Press.

Harrison, R (2005), 'The Ethical Consumer', London, Sage Publications Ltd.

McNally, D (2006), 'Another World is Possible: Globalization and Anti-capitalism', Canada, Arbeiter Ring Publishing.

Bauman, Z (1998) 'Globalization: The Human Consequences', Cambridge, Polity Press.

Patel, R (2009), 'The value of nothing: How to reshape market society and redefine democracy', London, Portobello Books Ltd.