3.2 Aim – Concept – Strategy

Developing Concepts

Concept 1 – “Don’t let labels hold you back”

  • using derogatory terms against women and that language has power.
  • expand and make iterations to the ‘trophy/statue’ poster I had for initial concepts
  • focus on working women, covering their faces – subversion

Concept 2 – “I’m not sexist. I was just joking”

  • show the behaviour that perpetuates negative connotations towards women.
  • unconscious behaviour
  • disregard womens potential
  • use satire or subversion 

Concept 3 – ” I’m not ‘bossy’. I just have better ideas”

  • response to concept 2 – juxtaposition
  • using a term and making it relevant, positive/humorous response
  • develop ‘dictionary’ poster for initial concepts
  • to show that you should not use derogatory/sexist remarks ti undermine women who are good at what they do (because they feel threatened)

Concept 4 – “Loose lips sink ships”

  • war propaganda phrase
  • make is relevant to topic
  • words can do more harm than good
  • keep your mouth shut or else there will be consequences – reference gossiping, men don’t ‘gossip’
  • use parody or subversion


Class Review

Today’s lecture was on aim, concept and strategy. Discussing the process of defining your aim then starting with basic concepts to communicate the ideas, then using specific strategies in making the poster powerful. Continuing to develop and make iterations to our concepts. My aim is to draw attention to the subconscious sexism through language used. I need to decide on key phrases to create irony or humour between image and text – headlines and tag lines. I also need to specify if the language is in a workplace (lower career opportunities) or social life (objectification) context. I need to research visual cues and keep in mind the ihi and wehi. I seem to have a lot of ideas in my head but at the moment am struggling with the process of clarifying and visually communicating my topic.


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.

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3.1 Interim Presentation

Initial Concepts


Feedback was mostly good, I can understand where the viewer was coming from when trying to understand the issue. However, there was little constructive feedback. I think my ‘trophy’ and ‘animal stack’ (Russian dolls) were the more successful ones. I found it good to walk around and see what others had come up with  and ways in which I could push my own designs.