Cover-up
In my major paper CDS Advertising, there have been discussions and analysations of adverts which have myths of racism, sexism and social hierarchy. This topic has linked to my minor paper, Urban Environment - with the theme objectification.
Advertising campaigns use the sales pitch that "sex sells". Meanwhile, expressing your body in an explicit matter is taboo in Western cultures.
My aim was to play with ‘objectification’ of women to see how far I could push the boundaries without making it sexual. By using the female body as a mark-making tool, allows me to use irony by covering the model yet using her own body marks to cover herself.
Grow a pair
“Pussy”, not just a sex organ but a term used as an insult. Just as “Balls” symbolises masculinity. The urban terms “Balls” and “Pussy” have led to contrasting sexism phrases from both sides. Have you ever heard “Don’t be a ballsack” or “Pussy up?” in an emasculating way?
By the change of colours, typeface, form and materials: this banner doesn’t speak to males but to a female audience. “Grow A Pair” transforms from testicles to ovaries.
The aim is to not ignore the presence of these phrases but to overturn them, cheekily presenting the errors.
Correlation
The aim was to play with stereotyping phrases which correlated to ‘human truths’. Exploring cultural stereotypes but instead of wanting to abolish them; embrace and find humour within the stereotypes.
The two patterns display the relation of the internal and external body. The ‘human truths’ pattern is to express the external body. This design reflects the ‘outer’ body stereotype. This is when people sub-consciously stereotype others.
The hair follicle pattern is to express the internal self. The dark, vulnerable fleshy self. It emphasises that at the core, we are all created with the same matter.
I was inspired by ‘human truths' about my heritage which also related to myself. “I’m like a Russian Doll, full of myself” - Yes, Russians are known to have a high self-image, whereas I have been described to have an enormous ego. However, my DNA results have come back to state that I’m not Russian or Jewish. From a turn of events, I have reflected the concept of focusing on the similar human truths which we can all share; rather than using our culture which can divide us.
In conclusion, this ambient piece is a tongue and cheek
an example of stereotyping and self-accepting via humour.
My work was showcased in the Experimental Surface Design - St Paul Gallery 2017 Exhibition.