2.2 Continued Ideation

Concept Ideation

‘The Visual toolbox’ concept:
Develop your initial concepts (thumbnails) further by exploring the different techniques:
Juxtaposition, Subversion, Substitution/Addition, and Pastiche/Parody

VCD Precedents


Class Review

Todays class we looked at the Anatomy of Design. Understanding plagiarism and copyright.

I continued to generate ideas in relation to my chosen topic – Gender inequality in relation to derogatory terms and subconscious sexism in New Zealand vernacular. After having a one on one with Matt, I need to think about taking a two ideas that don’t necessarily go together and manipulate the meaning. This could be done by pulling out a specific derogatory term and expanding on it, and finding other meanings/ interpretations of the word or phrase.


2.1 Ideation and Research


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This graph shows the reported personal discrimination in New Zealand. In all groups surveyed Women have the highest percentage.

Image from Stats NZ.


A report done by New Zealand Law Society shows that women face significant discrimination and harassment in the workplace. Women were “significantly more likely than men” to have experienced a range of types of discriminatory behaviour. This includes exclusion, denial of opportunities, being objectified, subtle forms of discrimination (sexual harassment/ condescending language), and conscious and unconscious bias.

  • Half of all women reported experiencing discrimination due to their gender. That compared with just over one in 10 men.
  • One in four women said they had experienced sexual harassment in their workplace.
  • Several women also indicated that the prevalence of men in senior positions presented cultural barriers to their own progression.
  • Women with children found it a challenge to further their career.

Unconscious Bias – is one of the biggest factors for gender diversity in the workplace. “Research shows that unconscious biases against women operate at all levels and impact women’s career choices and progression.”

In New Zealand Women are at risk because of Gender Discrimination. As NZ was the first country to give women the right to vote, women are now under-represented in positions of power and under-valued in their work. ‘Examples of sexist, demeaning and verbally, if not also physically violent behaviour towards women reach the news media with a frequency that is disturbing in a country that purports to be a leader in recognising the rights of women.’

The direction I have chosen to go down will be communicating the effects certain language/terms and representations of women are negative. This includes labels/ derogatory terms and treatment of women; either through media or everyday conversations.

Language and Gender – Media and Gender

Human Rights Commission

Using Your Rights: You may have been discriminated against if someone: makes offensive remarks or jokes about your race, colour, ethnicity or nationality at work; treats you differently at work because of your age, gender, or because of a disability; chooses whether or not to employ you for reasons like your age, gender, ethnicity; or bullies or sexually assaults you in the workplace.

Discrimination may also be unintentional. The person who is being offensive may be unaware of its effect, but they can still be held responsible. What is important is how the behaviour affects you or others.

The Human Rights Act protects you from being discriminated against by your employer at work. Discrimination includes being treated unfairly or less favourably than another person in the same or similar circumstances, because:

  • you are a woman
  • you are pregnant
  • you wish to have children in the future
  • you have responsibility for children or other dependants
  • you are married or single.

Even before you get a job, employers cannot discriminate against you because you are a woman and the same applies while in employment.

Sexual harassment is one of the the single most commonly complained about issue within the prohibited ground of sex. Sexual harassment is unwelcome or offensive sexual behaviour that is repeated or significant enough to have a harmful effect on you.

VCD Precedents

  1. This movie poster was created by Guerrilla Girls, an activist group that use facts, humor and outrageous visuals to expose gender and ethnic bias as well as corruption in politics, art, film, and pop culture. Satire is used to show what a movie would be like if it was a bout feminist history. It is humorous toward the way women are sexualised and portrayed in media.
  2. The second poster is about violence against women. It shows that women should not be treated like objects/ toys. The doll can also represent young girls or daughters. This could be showing to parents/ men that this behaviour can be interpreted as normal in a family, that it is ok to be treated like that. The doll also illustrates innocence and that pink dress emphasises the victimisation.


Class review

The lecture was a video on Abstraction, authenticity & interactivity by Christoph Nieman. We then did a series of exercises that helps us with ideation, representation and abstraction. Generating 10 thumbnails on our chosen subject with a random input ( a word that we had to use as inspiration) was difficult. I found it stressful to come up with a variety of ideas with a timeframe. I need to keep in mind that I don’t necessarily have to use the idea literally, I need to think outside the box and make the unfamiliar familiar.










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.