Los Angeles Valley College - Crown Yearbook (Valley Glen, CA)

 - Class of 1974

Page 82 of 120

 

Los Angeles Valley College - Crown Yearbook (Valley Glen, CA) online yearbook collection, 1974 Edition, Page 82 of 120
Page 82 of 120



Los Angeles Valley College - Crown Yearbook (Valley Glen, CA) online yearbook collection, 1974 Edition, Page 81
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Los Angeles Valley College - Crown Yearbook (Valley Glen, CA) online yearbook collection, 1974 Edition, Page 83
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Page 82 text:

619005 zyncp On one occasion Franklin D. Roosevelt aptly said, "lf I were starting life over again, l am inclined to think that l would go into the advertising business in prefer- ence to almost any other. This is because advertising has come to cover the whole range of human needs and also because it combines real imagination with a deep study of human psychology." Harvey Schaefer, professor of art and .fvf 611, Cylilglldfcj-1 dvi lfisears By Elaine Nevelow Illustrated by Steve Fischer instructor of Art 42-45, unquestionably agrees with FDR. on this subject so important to his way of living and think- ing. Advertising has far-reaching psycho- logical effects on the people who come in contact with it and one can't help being touched by it in some way. Every response that one makes to anything he hears or tastes or senses in any way has already been affected by advertising. As Prof. Schaefer puts it, advertising "influences you from the time you open your eyes in the morning to the time you go to sleep at night. lt even bothers you during sleep if you're a heavy dreamer." Advertising either tickles you softly or slaps you in the face. Whether the graphics artist wants to subtly lure you into buying something by using soft, flowing colors and designs, or wishes to shock you into buying by throwing hot, flashing colors and shapes at you, the basic fundamentals are the same, the only difference is in the approach. The artist must learn the fundamentals of his trade by taking several art classes which will ultimately lead him into advertising design. Prof. Schaefer says, "The purposes of these advertising design classes are three- fold: "First, these classes fulfill part of the occupational program. Second, they pre- pare students for a four-year college. Third, they answer a need for the students who enjoy art," Prof. Schaefer tries to structure his advertising design classes so that the individual student will feel as free as possible to explore his own artistic potentialities. Prof. Schaefer strives to channel these potentialities into practical avenues by assigning projects like doing the cover for next year's general catalogue, whose theme will be the 25th anniversary ofValley College. One of his other assignments is to design a personal logo, which will serve as an identification or trade-mark for the student's individual style of work, and can be thus used to enhance a one-man-show of the person's work in a gallery or as a decorative piece for an office, shop, or studio. One of the students in the advertising design class, lilorina Castellanos, felt that to make a personal logo that would reflect her personality she would "have to be in tune with what's happening" so she could get her "message across." Miss Castellanos has been interested in art since childhood and took this class so that she could get Ferril Nawil puts the finishing touches on his 3D self-portrait.

Page 81 text:

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Page 83 text:

Prof. Schaefer examines a sculptured balsa wood 3D personal logo. the experience to obtain a job in her fathers advertising company. Some of the other students in the class are not so fortunate as Florina Castellanos, because they either have to attend a four-year college after completing their education at Valley or will have to hunt for a job after finishing their two-year occupa- tional program. Linda Rohett, another member of the class, wants to go to a four-year college after she fills the requirements for a two-year degree at Valley. Miss Rohett is taking this class to get some artistic background, but she is much more in- terested in interior design. Her personal logo reflects this well, as she designed a 3D ceramic window with a shingled roof. Karl johnson, a student in the advertis- ing design class, told of his first experience with the expression of art. "l was 7 or 8 when l drew a picture of what my mother considered to be Tallulah Bankhead on a piece of cardboard. Well, that's how I got my start, and l've been interested in art ever since." I o ,- ."-I ii sp . at Na--if i ll 3. johnson believes it is essential to work at what he likes and does best. "lt's better to work in your field 24 hours a day and get as much practice as possible than to try and be an artist part-time and a cab driver full time." Because of Iohnson's earnest effort and enthusiasm in his field, he has sold several of his own paintings. The man who has instructed the adver- tising design classes at Valley for nine years finished high school during the depression and went right to work as a commercial artist. Prof. Schaefer aspired for a teaching degree, but because of the era he lived in, it was impossible for him to afford college. However, with some money saved up and the end of the Prof. Schaefer scrutinizes Karl Johnson's logo. ,fi depression, it became feasible to think of college Aside from his teaching, Prof. Schaefer is an accomplished artist. He has sold several paintings, photos, knotting, and numerous other forms of art. Prof. Schaefer plans on taking a trip throughout the western states on his sabbatical next semester. His main objective is to shoot photographic essays on the ghost towns of the Old West, Explaining his reason for graphics design teacher, Prof. Schaefer says, "lf I can influence young people to is leaving being a take over where my generation off, then we will have both improved the general area of advertising and the taste of the general population." 79 "Z'Si' VZ'Sli 'Q ra

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