3.1 Further Research

Everyday Misogyny – subtly sexist words about females.

“Women are either equal to men, or they aren’t and language that goes unchallenged is one of the many ways we allow inequality to lurk around in the dusty corners of offices. There are huge and shocking implications for gender inequality worldwide. People die, are refused healthcare, or suffer attack as a result of gender. Faced with these atrocities it can feel petty to gently challenge the unequal use of the word ‘abrasive’ but the same system perpetuates both behaviours and it’s all based on the same flawed logic.” – Standard Issue Magazine

Violence Pyramid by Ashley Fairbanks | Sacraparental.com

Ban Bossy

When a little boy asserts himself, he’s called a “leader.” Yet when a little girl does the same, she risks being branded “bossy.” Words like bossy send a message: don’t raise your hand or speak up. Girls are called on less than boys and interrupted more.

This shows what sexist language can do, even at an early age.

VCD Precedents

Looking back at the precedents I have already gathered, I have decided to head towards using photographic imagery in collage to portray my issue. I would like the typography to complement the imagery but also show irony. This could include handwritten text, text overlapping imagery, or juxtaposition.

Screen Shot 2017-08-03 at 6.52.22 PM.png


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


File_000 copy

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 Observations



Ihi – It uses snickers style and slogan to mock snack, show irony. It is a subtle and clever way of conveying the message to those who do eat snickers.

Wehi – I felt that this poster used humour and satire to demonstrate the serious issue of diabetes. It makes you think about when you last  ate a snickers bar.







Ihi – This simple oil spot also depicts a bird, illustrating the effect oil spills and  oil drilling can have on animals and the environment. The text says ‘Oil kills Peace’ which makes me think that the bird is a dove because it is a symbol for peace.

Wehi – I feel concerned, angry, and guilty as I know the consequences of these actions. I know that there are better ways and resources for energy, but this poster emphasises this even more. I also feel slightly powerless.File_000(3)




Ihi – This portrays the living wage is not enough for some people and the government is not doing enough o solve this problem. The ladder is frequently used to show inequalities between government and certain communities.

Wehi – I feel disappointed that there is still an issue with work pay, student work and opportunities for work are difficult in New Zealand.


1.1 Class Exercise

Ihi wehi in the environment.

Screen Shot 2017-07-19 at 3.21.22 PM

Image One

Ihi- The dark background and hooded figure make is seem threatening or mysterious. The portrait style photograph demonstrates that there is a person there. The amount of patches shows that it is gang related.

Wehi- On first impression I feel uncomfortable. it seems like they might be misunderstood or an outsider which makes you feel somewhat empathetic.


Screen Shot 2017-07-19 at 3.08.18 PM

Image Two

Ihi- The text is central and bold which creates a strong focus point. The image is just of a woman and an old man in a cigarette costume. Them holding hands shows that there is some sort of relationship and their expressions convey how smoking is bad. The juxtaposition of the two people creates a bold statement.

Wehi- You feel despondent for the woman knowing it is her choice to smoke. You feel uncomfortable with the man as he looks creepy.



Screen Shot 2017-07-19 at 3.08.25 PM

Image Three

Ihi- It is a very minimal and simplistic poster for a piano concert. You understand that is it the keys of a piano but you have to read the small text to know that it represents the twin towers. The vertical lines emphasis the scale of the keys compared to the buildings. Also the classical music relates to the black and white colour scheme.

Wehi- The response to this is melancholy, familiar and aware of the message. It is a subtle way of making something look like something else.




Screen Shot 2017-07-19 at 3.08.31 PMImage Four

Ihi-  The text is detached from the image and underlining seems to be rushed or aggressive. The framed picture demonstrates how the family values are engrained in the families own environment. The ‘traditional’ values are not the same for everyone are are not always positive. It shows people peeping from the back and normal clothing being visible under their robes.

Wehi- You initially confused, uncomfortable, and annoyed. Depending on your own belief in family values your understanding of and the debate towards what values are good or bad can be challenged.


Screen Shot 2017-07-19 at 3.21.30 PMImage Five

Ihi- At first you notice the bottle and then see the bear trap. It portrays alcoholism.

Wehi- It feels tempting , the soft colours mislead you to thinking there is no danger.



Screen Shot 2017-07-19 at 3.08.45 PMImage Six

Ihi- Humour is used to show that anyone can give blood, but also that there are multiple ways of doing something.It has a old illustrative style. It also uses blood dripping from the text.

Wehi- It seems relateable because of the tea and biscuits. You are interested in what it might mean.





Screen Shot 2017-07-19 at 3.21.38 PMImage Seven

Ihi- The red transparent image could be society and the hand is someone greeting or guiding you. The scale of the hand could suggest hierarchy or government.

Whi- It is a bit confusing and passive what this could be at first glance. The text translated means a helping help which almost make you feel secure or acknowledged.



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.