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.
DISSERTATION PROPOSAL
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DATE
4/06/2012
ADDRESS
42 Ebberston Terrace
Leeds
LS6 1AU
PHONE
+44 (0)7846957340
EMAIL
sw95224@students.leeds-art.ac.uk
LEVEL 04 ESSAY
““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)"
LEVEL 05 ESSAY
“How has evolving global and environmental awareness in contemporary society affected sustainable design within the food industry?”
DISSERTATION TOPIC (HIGHLIGHT TITLE OR THEME)
"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."
ISSUES/QUESTIONS TO BE ADDRESSED
- 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.
METHOD/APPROACH
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.
PRIMARY SOURCES OF INFORMATION
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 nellie@pearlfisher.com).
50 Brook Green, London, W6 7BJ, England.
BOOKS/ARTICLES/RESOURCES ALREADY LOCATED
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.
RELEVANCE TO MAIN AREA OF STUDY
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.
PERCEIVED PROBLEMS OR DIFFICULTIES
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.
