UNIT

VI
ART
TODAY’
IN
S
Soul-Making, Art Fusion, and Transcreation

"Time is a
dressmaker
specializing
in alterations.“
- Faith Baldwin
Soul-Making, Art Fusion, and Transcreation
Soul Making:
- refers to all activities concerning individual expression through the arts
- a step towards a deeper comprehension of how the world is perceived
and how his or her own personality is seen
- an alternate place to know oneself and to look at the depths and meaning
of what we do in our daily lives
Soul-Making, Art Fusion, and Transcreation

According to Stephen K Levine from his book

Poiesis: The Language of Psychology and the
Speech of the Soul, “If we can let go of our
previous identities and move into the experience
of the void, then the possibility arises for new
forms of existence to emerge. Poiesis, the
creative act, occurs as the death and re-birth of
the soul. We are called upon constantly to
re-form ourselves, to engage in what James
Hillman calls 'soul-making'”
Soul-Making, Art Fusion, and Transcreation
Art Fusion:
- a product of industry and commercialism
- occurs when an artist from any field collaborates with a brand of any
kind to create a product, service, concept or ‘piece’ for the benefit of both
parties and society as a whole

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LEVI’S
Soul-Making, Art Fusion, and Transcreation

How Art Fusion Benefits

Brands

- It can bring newsiness and

talk-value, create a feeling of
innovation and excitement, and
generate genuine interest in staid
or even forgotten brands.

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Soul-Making, Art Fusion, and Transcreation

How Art Fusion Benefits

Artists

- It can give an artist the ability to

produce work that will reach a new
and wider audience, gain notoriety
for their future work, or simply be a
means to permeate culture in places
their art wouldn’t otherwise be seen.

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Soul-Making, Art Fusion, and Transcreation
How Art Fusion Benefits Society

- It gives voice to artists, breathes life

into brands and infuses our everyday
lives with interesting ideas, guts and
beauty that nourish our deeper sense of
longing.

- It is able to spread the experience of

art more broadly, reaching a larger,
more mainstream audience and imbuing
KRINK X everyday life with the art experience.
LEVI’S
Soul-Making, Art Fusion, and Transcreation
Transcreation

- a term used in advertising and marketing and

refers to the process of adapting a message from
one language to another, while maintaining its
intent, tone and context.
- the process that re-evaluates the marketing
material produced for a local market and
re-configures it in order to appeal to an audience
with a very different culture.
- more of a content development process
than a translation process.
Soul-Making, Art Fusion, and Transcreation
Transcreation
- In arts, transcreation may take the form of
recreating an art form into another art form
with the intent of changing the medium and
nothing else. Examples would be changing the
music to text, text to dance, dance to visual art,
text to theatre and text to cinema.

Examples of Transcreation:

Spider-Man in India.
Soul-Making, Art Fusion, and Transcreation
Examples of Transcreation:
McDonald’s transcreating slogans and localizes menus to suit
the tastes of their target audiences
Soul-Making, Art Fusion, and Transcreation
Examples of Transcreation:

Red Bull energy drink changing their can colors for the Chinese market
Soul-Making, Art Fusion, and Transcreation
Examples of Transcreation:

- In Europe, the background of the McDonald’s logo is green

rather than red, which elicit the idea of a healthier and more natural product.
Soul-Making, Art Fusion, and Transcreation
Examples of Transcreation:

- Pepsi changing the colour of vending machines from deep blue to light blue in
South-East Asia

Normal Pepsi vending machine colors The lighter blue color Pepsi tried to use
Soul-Making, Art Fusion, and Transcreation
Examples of Transcreation:

- KFC’s famous “Finger lickin’ good” slogan became “Eat your fingers off” in
Mandarin.
Soul-Making, Art Fusion, and Transcreation
Examples of Transcreation:

- The two logos of Qatar-based news agency Al Jazeera, which is known

as Aj+ in western society
Hybrid Art Forms and Appropriation

“Art is not a
mirror to hold up
to society, but a
hammer
with which to
shape it

- Leon Trotsky
Hybrid Art Forms and Appropriation
Hybrid Art Forms

- Hybrid is defined as having mixed origin that adds variety or

complexity to a system. Hybrid Art Forms in the contemporary arts
explore the various media and techniques for innovation and
experimentation in art creation.

- It may involve cross-breeding the art making process with other

disciplines like with the natural and physical sciences, industrial
and etc.

- Contemporary artist are now free to create art with whatever material
or technique they could think of. This freedom from rules paved
way the way for new opportunities to express ideas, beliefs ad
emotions
Hybrid Art Forms and Appropriation
Hybrid Art Forms

- In art forms, hybridity could mean the blurring of traditional distinct

boundaries between artistic media such as painting, sculpture, film,
performance, architecture, and dance. It also can mean cross-
breeding art-making with other disciplines, such as natural and
physical science, industry, technology, literature, popular culture, or
philosophy. Hybrid art forms expand the possibilities for
experimentation and innovation in contemporary art.
Hybrid Art Forms and Appropriation
Hybrid Art Forms

- According to Levinson (1984), hybrid art forms are not purely

structural; they are primarily historical.
Hybrid art forms are art forms arising from the actual combination
of interpretation of earlier art forms. Its form must be understood
in light of their components. Levinson identifies three important
categories of hybrid art forms which are classified according to
their method of combining different artistic disciplines:
Hybrid Art Forms and Appropriation
1. Juxtaposition (addition)

- simply joining two or more different products to present a larger, more complicated one;
each component maintains its original identity; involves arts that explicitly use
accompaniment and most multi- or mixed-media arts; examples: mime accompanied by
flute
b. symphony plus light show
Hybrid Art Forms and Appropriation
2. Synthesis (Fusion)

- All components modify each other so that each one loses some of its original identity;
employs a certain amount of parity or symmetry of fusion; examples: Wagnerian opera =
symphonic sung drama (or dramatic song) Concrete poetry = poem-picture (partly poetry,
partly graphics)
Hybrid Art Forms and Appropriation
3. Transformation (Alteration)

- One art is transformed is the direction of another; an unequal mixture of components

so that the resulting hybrid maintains the identity of the dominant art form; example:
kinetic sculpture (sculpture with movement related to dance)

Kinetic Sculpture
examples: )
Hybrid Art Forms and Appropriation
Two overall effects that Hybrid works of art achieve:

1. Integrative: the image of richness and complexity; parts cooperate towards common end
(e.g. Wagnerian Opera)
Hybrid Art Forms and Appropriation
Two overall effects that Hybrid works of art achieve:

2. Disintegrative: rampant lack of coordination; cognitive overload (e.g. Einstein on the

Beach)
Hybrid Art Forms and Appropriation
Today’s artists are free to make art with whatever material or technique they can imagine.
This freedom creates new opportunities to express ideas and concepts. It also opens up a
number of challenges, choices, and decisions for artists.

In these sculptures,
Italian artist
Alessandro Gallo
depicts everyday
people as human
animal hybrids. Gulls
sit patiently on a
bench.
Hybrid Art Forms and Appropriation
Appropriation
- Appropriation is borrowing. It is the practice of creating a new
work by taking a pre-existing image or material from another
source like book and combines it with new ones, thus
completely transforming the original. A found object is an
existing object given a new identity as an artwork or part of an
artwork.

- Artist can re-create an object in many ways like repainting it,

altering its style, they can also layer images and redefining the
images in a new context
Hybrid Art Forms and Appropriation
Appropriation

- Appropriation is to take possession of something. Appropriation

artists deliberately copy images to take possession of them in their
art.
They are not stealing or plagiarizing, nor are they passing off
these images as their very own. This artistic approach does stir up
controversy because some people view appropriation as
unoriginal or theft. This is why it's important to understand why
artists appropriate the artwork of others.

- Appropriation artists want the viewer to recognize the images

they copy. They hope that the viewer will bring all of his original
associations with the image to the artist's new context, be it a
painting, a sculpture, a collage, a combine, or an entire
installation.
Hybrid Art Forms and Appropriation

Appropriation

- The deliberate borrowing of an image for this new

context is called recontextualization.
Recontextualization helps the artist comment on the
image's original meaning and the viewer's
association with either the original image or the real
thing.
Improvisation in Various Art Forms

“Creativity takes courage.”

- Henri Matisse
Improvisation in Various Art Forms
Improvisation is creating or performing something spontaneously or without preparation,
or making something functional from whatever is available. The skill to improvise can
apply to many different areas, across all artistic, scientific, physical, cognitive, academic
and non- academic disciplines. There are things that no matter what people do, is just
unpredictable and cannot be controlled, the best that the person can do is adapt and make
use of whatever is available to survive. Murphy’s Law states that in any field of endeavor,
anything that can go wrong will go wrong.
Improvisation in Various Art Forms
Photorealism is a term that was invented to refer to artist whose works depended for the most part on photographs.
These artists would often project onto the canvas the images which would be replicated with precision and accuracy.
The movement began in the same period as Conceptual art, Pop Art, and Minimalism. Photorealism expressed a
strong interest in realism in art, over that of idealism and abstraction. Photorealism complicates realism by combining
that which is real and which is not. Photorealism emphasizes the value of the tradition techniques of academic art
again after years of spontaneous, accidental, and improvisational art techniques.
Improvisation in Various Art Forms
Installation Art
Installation art is a modern movement characterized by immersive, larger-than-life works of art. Usually, installation artists
create these pieces for specific locations, enabling them to expertly transform any space into a customized, interactive
environment. Installation art is different from sculpture and other traditional art in a sense that its focus is on its effect on the
viewer. Installation artist usually create this pieces for specific location, enabling them to transform the space into a
customized, interactive environment. Installation art is characterized into three major characteristics: immersive, large-scale
and site specific
Improvisation in Various Art Forms
Installation Art

[Link] - This unique characteristics entices the viewers’ senses and

invites them to experience the art from new and different perspectives.
Improvisation in Various Art Forms
Installation Art

2. Large-Scale. Most works are massive or large in scale. Their size engulfs the viewers and enables them
to become completely immersed in this environment.
Improvisation in Various Art Forms
Installation Art

3. Site-Specific. Before artists create their massive installations, they usually plan it with certain sites already
in mind. These areas may be rooms in galleries, museums or outdoor spaces. Like many modern and
contemporary genres, the installation art is influenced by different art movements, like Conceptualism,
Dadaism, and Performance Arts. The innovation of installations has become a major component in modern
art since 1960.
Improvisation in Various Art Forms
Applied Art

- Refers to the application of artistic designs and decorations to everyday utilitarian objects to make
them aesthetically pleasing. This includes, industrial design, fashion design, furniture design, and
commercial art
Improvisation in Various Art Forms
Industrial Design

- Is a process of design applied to products that are to be manufactured through techniques of mass
production. A key characteristic is that design precedes manufacture: the creative act of determining and
defining a product's form and features takes place in advance of the physical act of making a product, which
consists purely of repeated, often automated, replication.
Improvisation in Various Art Forms
Fashion

- It is defined as popular way of dressing at a particular time and place, and among a particular group of people. It is the art
of applying design and aesthetics or natural beauty to clothing and accessories. Fashions designs are influenced by culture
and social attitudes which has varied over time and place. Designers are tasked to come up with works that are original,
flattering, and comfortable. They also consider who is likely to wear the garment and situations in which it will be worn.
Improvisation in Various Art Forms
Furniture Design

- A specialized field where function and aesthetics are brought together. Interior designers believe that furniture is one of
the most important aspects of an interior space. Furniture not only add function and space, but they also add style and
personality. Chair, table and couch should be more than just functional, it should be aesthetic and decorative.
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