Based on the examples presented by tutor in class, I drew this The Creative Journey in combination with my learning proposal.
Then I made a plan to study for three months in the summer vacation and thought about what I needed to do.
During the planning process, I found myself still stuck without a clear idea of what I needed to do next and what I ultimately wanted to make, so I emailed my tutor Cai asked for some help.
During tutorial, Cai’s words really helped me a lot. She pointed out that my plan was clear, but she could not see “ME”.
I should ask myself more: What kind of person am I? What do I interest? Instead of completely separating project from life.
It really inspired me a lot. I always regard project as just homework, and even think about what kind of research the teacher would like me to do, so I don’t have much motivation or even some pressure.
Next, I will seriously consider how to connect myself with the topic of Body Shaming to make my work more personal.
I want to address the problem of Chinese women who have been criticized from the
perspective of Oriental aesthetics and patriarchal society tends to objectify
themselves and harms emotional well-being.
After research, I narrow down the field where everyone would be affected that
body-shaming also through the use of advertisements.
I want to make a beauty advertising campaign and my main question is “How to
change the body dissatisfaction of Chinese women influenced by mainstream
advertisements through graphic design?”
WHY
I chose this theme because of my own experience. When I was growing up in China,
people around me always judge my figure, including friends and family. These
external criticisms caused me inner anxiety. I try to eat less, keep fit, to reach others’
perfect standards.
When I came to UK, no one ever judged my appearance, people in the school are
also free to wear what they want. I realized that I had been bound by the
“standards” imposed on me for a long time.
I found that there are also some advertisements for body shaming outside of China, like “The Perfect ‘Body'” in an ad by Victoria lingerie, but the photo that accompanied the slogan sparked social media outrage. People challenge beauty standards in their own way, like change the slogan “Are you beach body ready?” to #each bodys ready.
I hope to find Chinese women’s own way to fight the standard of perfection, at the
same time to help Chinese women build self-love and confidence.
HOW
Because of corona, it was difficult for me to find models to shoot their bodies, so I
decided to look for materials from magazines and websites in the advertisements
and redesign them.
First of all, I chose Chinese young women around 18-24 years old who on average
consumption level and being influenced by advertising as my target audience. I’m
going to look for some controversial advertisements and interview my stakeholders
by questionnaire about how they feel when they see them and find out why they’re
offended.
Secondly, by collating their feedback, I can understand what my stakeholders need
and what I need to do for them.
Thirdly, determine the form of my work, such as photography or graphic design.
After finishing the preliminary conception of the work, I will show it to my target
audience and got some feedback for improvement.
WHAT IF
It’s easier to change a woman’s own attitude than to change someone else’s
perception.
If my work can help women realize the attractiveness of different bodies, it can help
female build up their confidence and break the shackles of the male-dominated
society that objectifies women.
When we can’t change the eyes of the judge, it is important to build self-love and try
to not let negative comments bother you, both for myself and my stakeholder.