American commercial films have been the subject of sustained commentary and debate for nearly as long as they have been produced. Their work on spectators in society is understood rather well by marketing executives, by intellectuals and indeed by many "average" consumers, if the relentless self-reference of contemporary movies can be accepted as proof. The latest blockbusters -- soon to be commonly acknowledged classics -- address us as though they are the only satisfactory alternative. They (and their flacks) suggest that it would be perverse to want anything more from a movie. And yet, some people go looking elsewhere for film history. There is no unifying theory of works that offer resistance to the dominant model. A number of disparate tendencies and histories must be taken into account. This course takes up a discussion of a few of them in an attempt to suggest possible strategies for those still interested in pursuing a contestatory film practice.

The purpose of this class is to gain a deeper and more thoughtful understanding of brands, their history and current trends, their ethical implications, and their relationship to our individual identity and collective culture. We will develop brand platforms and creative briefs to inform current design projects from other classes. Through class discussions of each other's work, guest speakers, and analysis of case studies, we will look at how brands translate into advertising, graphic, product, transportation and environmental design. We will create a Branding Strategies toolbox that provides a plan for the development of a brand in order to meet business objectives.