1.2 Analysis

  • what rhetorical devices have they used?
  • how have they used fundamental design principles?
  • what are the themes / content / tensions in a range of media.



The use of water level in a glass is a classic representation of equality. The subtle use of lipstick illustrates that is is equality between women and men. The scale of the glasses show the focus and simplistic idea in this poster. Tension is created between the viewer and the subject. It makes you think about what is it directly referring to? Is it just about gender equality in general? I feel compelled to talk about it, and also a part of this campaign.



This poster is very strong in demonstrating the dominance men have. The use of the mannequin representing a women communicates connotations such as; women are an object for mens possession; men have control of womens bodies; and women don’t have a voice/ choice. The fact that the man is a black and white photograph indicates that they are this intimidating, domineering and predatory figure. The bold magenta colour symbolises youthfulness and energy and redder hues voice a call to action. I find it interesting that the text ‘my rights’ is larger than ‘my body’ emphasising the importance of womens rights and the overall goal of gender equality.



The image of the fruit seems very basic at first glance, but them reading the title references the unnecessary harm to women. The fruits shape is a rhetorical representation of womens genitals, the fact that is has been chopped up creates a striking meaning to the viewer. This very subtle poster is very emotional and captivating. FGM is usually done with no medical reason.


I like the play of words in this poster. Referencing a song/ lyrics paired with ‘fundamental human rights’ blatantly tells the viewer that it is about equality. The simple circles are effective in displaying the Free The Nipple campaign. The balance between the circle and text makes it easy to read and comprehend the meaning.



1.2 Gender Inequality


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Hunt, Madison. Mindmap. 22nd July, 2017.

What is Gender Inequality?

The idea that women and men are not equal. Gender inequality refers to unequal treatment or perceptions of individuals wholly or partly due to their gender. It is socially constructed and causes sexism, discrimination, and stereotypes.

Gender equality is achieved when women and men enjoy the same rights and opportunities across all sectors of society, including economic participation and decision-making, and when the different behaviours, aspirations and needs of women and men are equally valued and favoured.

VCD Precedents – both sides of the topic

Stop Telling Women To Smile

An art series that focuses on gender based street harassment. Posters with portraits of women and captions from personal experience that directly address offenders. The poster are placed in space where the harassment occurs ‘creating a bold presence for women in an environment where they are so often made to feel uncomfortable and unsafe’.

Running While Female

Intrusive and unwanted attention from strangers while going on a run. Harassment that women have to endure has become expected.


Running While Female. Article. Web. runnersworld.com. 23rd July, 2017.

Women Interrupted

Identifying the behaviour towards women, making them feel inadequate, disrespected, invalid, and rejected. For International Women’s Day on March 8th, a Brazilian ad agency asked female artists to rally around the issue and design posters about MANTERRUPTION.



‘Boys’. Morainslie, Gus. Web. 23rd July, 2017.


The condition of women has undergone undeniable improvements during the last century. But these improvements haven’t happened everywhere and where they have been the strongest they are far from being strong enough.

“Cultural stereotypes promote inequity. In order to achieve gender equality society needs to delete some wrong and rooted ideas about women and men.”


1.2 Research

Class Mind Maps

Visual Research

  • bold imagery
  • warm colours
  • homage
  • classic symbolism
  • photography/collage

Group Exercise


Pictionary. 20th July, 2017.

Research into Gender Inequality:

‘Treat Her Right’ campaign – equal pay for women in New Zealand.

Dove ‘MyBeautyMySay’ campaign – judging women based on appearance

Article – Sexist labels against women

  • normalising derogatory terms
  • terms used to belittle or invalidate
  • gender specific labels and negative connotations
  • representation in the media
  • labels identified based on appearance

Gender Inequality in Advertising

HeForShe – Women rights as Human rights. Being a voice for change.

Class Review

Today the lecture was on the voice and point of view of a poster (graphic design as a voice for change). This included concepts such as ideology, anti-war, human rights, the environment, and social issues.  In class we played pictionary which focused on us drawing multiple ways of describing/ expressing the word given. It was interesting looking at what people draw to describe the same thing, the connotations used, and how clearly the ideas came across. We started mind mapping word list, unpacking the inequalities and all the possible connections that can be use to specify our topic. I need to stop filtering my words/ answers in this process.


1.1 Introduction to Ihi Wehi & Visual Rhetoric

Project Brief

Design two persuasive posters that employ visual rhetoric to communicate a standpoint on a societal issue. The rhetorical solution must convey key themes of the issue in a conceptually and visually engaging manner.

Ihi: the techniques, strategies used in the work to persuade or create impact.

Wehi: the emotional response the viewer has to ihi.

chickenResearch sites



Class Review

Today we were introduced to the concepts of Ihi and Wehi, they are terms associated with emotional and psychological behavior. We need to understand this relationship to produce posters that fit the brief and persuade the viewer on a specific issue. There was a presentation on what visual rhetoric is. This included examples of design strategies, such as juxtaposition, satire, parody, and subversion. We finished with a group exercise identifying Ihi Wehi, answering questions to the images provided.