03:11:15 Shot 2015-11-03 at 21.58.18


03.11.15 – Sitting Down With Lee

Lee and I agree after today that I’ve been trying to create a refined singular final piece that attempts to make a legitimate impact on my audience up until now.

Focus on what the elements of my represents, not how you’re trying to tell it.


The meaning I’m trying to convey creates an idea of my target student audience as gullible of adverts  and the practical, short-term benefits of fast/ bad quality/ high sugar foods.

I think that output and it’s environment/context is really really important, but concepts we’re far more important to me during sixth form and harnessing that will make me feel more comfortable during this project


I had a good think and recycle of the work. It’s altered my perspective largely on how I ought to approach all projects in the future.

What I was doing was shooting straight to the final piece. This has happened a lot this year.

What I should have done was focus on how I want to say something graphically that doesn’t require particular canvas dimensions or a pixel width. I needed something that characterises my project and the point I am shooting for.

Example. Rather than jumping for “bus stop ad cause it works for my audience”.

Character design because it works for my tone of voice.

26:10:15 – Bus Stop Ad Campaign

My audience are subject to advertising down our road a a lot. Bus stop advertisement in particular

I asked. What if I we’re to create an advertisement campaign in student orientate areas to promote healthy eating?

I’d need to do some research on campaigns aimed at students, look at current ad campaigns and discover whether or not they are effective in their eyes, but the idea does have potential

It would be important to me as a designer that the work itself fits into a students everyday life and functions as a real campaign to provide a sense of realism to the problem and authenticity to my work

So I found these french guys who upload tutorials and sell instruments that allow me to “Hack urban spaces”. This means breaking into bus stops and achieving my goal

They have a Facebook Account:
And a Viva Street Profile (whatever that is):


Secondary Research: TV Advert Characters TV Show Characters Familiarising myself with cartoon design: Considering the attributes of my character: Ideas – The characters here we’re inspired by the roommates I’ve had that have inspired this project: Final character decision – Good belly on him, stubble indicates carelessness, wide eyes characterise both greediness (eyes too big for your […]

29:10:15 – Character Design

I’ve referred to 1950’s references to video game, Fallout 4.

After my illustration earlier on ___, I looked more into Vault Boy, a fictional character in the game.

I read that “In the Fallout games, Vault Boy is used to provide an iconic representation of almost all stats (perks, traits, skills etc.)

Looking to my work, thats really what my attempt to illustrate a character is doing. Conveying an ideal that represents my audience.

Alina Wheelers Designing Brand Identity said (on the matter of characters), that “A character trademark embodies brand attributes or values“. This again relates to creating an ideal. This perfectly correlates with my observation of 1950’s idealism.

One of Disney’s first depictions of Mickey Mouse inSteamboat Willie is another example of a character that I ought to take inspiration from.
He just cruises through life with not a care in the world, just like my audience members.


Following on from my vintage advertisement findings, I spilt this idea above down on paper. I thought I’d create a little character who might provide a recurring theme throughout my works. He represents the lazy, hedonistic or impatient student who has fallen for the glistening advert, low price or promise of less weight gain and is seen in […]

28:10:15 – Content

The content should be consistent in structure

Satirical in the illustration of my audience, my tone of voice is ultimately sarcastic in it’s attempt to expose people’s unconsidered, sometimes ignorant attitudes towards food.

I like the idea of a rhetorical question because they both engage in a sense of dialogue which gives rise to a sense of informal conversation with a young audience, but also reflects the conversation I have with some students.

It’s also a common technique in advertising, suiting my media of choice and lastly, as Chung-hye Han states in The Structure and Interpretation of Imperatives, rhetorical questions suggest the polar opposite to what has been said, providing a subtle signifier of the nature actual content and the opportunity for me to be sarcastic.

Tone Of Voice

Research present the idea of happiness through consumerism, cheap product and ease of use. In this day-and age, these do not come without their downfalls.

I’ve used advertising with the aim of exposing truths about the advertising industry in a way that allows for the a satirical perception of the business responsible for it by exaggerating it (as seen in the 1950s) (Macro) as well as the audience members that succumb to the allure in an attempt to embarrass and shame (Micro).

the use of “Bluntness” has changed now through the childish, name-calling attitude I wanted to originally use, to the blunt portrayal of advertising and the result I’ve observed it to produce.

Eating Fast Food
Not cooking meals
Switching to Diet Coke

This Was the original student-based attitude I wanted to convey:

Heading to Subway for that hangover cure?

Did you know that some of their Chicken makes it’s way here over the course of 30 days on the showboat?

Eat a piece of fruit for christ sake!

As a student those 34% pork sausages must have been a great idea, ay?

And the water pumped into them must be keeping you hydrated too!

Don’t be an idiot and shop somewhere that considers the nutritional value of the food it’s selling to you.

Reckon Diet Coke’s that much better for you than the original?

WRONG. The artificial sweetener contained in it trigger insulin in your body to help store fat. It’s also associated with an increased chance of diabetes.

Don’t be a moron, have a glass of orange juice or something.

Has Changed to this:


Timmy: Oh Jeez, last night was a barrel of laughs. I know! Subway will provide me with a hangover cure!

Authority: Stop right there! Did you know that some of their Chicken makes it’s way here over the course of 30 days on the slowboat?

Don’t be a moron today and eat a piece of fruit for christ sake!


Timmy: Oh Boy! 34% pork sausages! And only 2p each at ASDA!

Authority: Watch out there Timmy, Asda put pork fat and additives in there product.

Don’t be an idiot today and shop somewhere that considers the nutritional value of the food they’re selling to you.


Timmy: Man O Man! Diet Coke has no fat or calories! I’ll Take one!

Authority: Hold on there Timmy. The artificial sweetener in Diet Cola contains insulin, triggering fat storage in the body. It’s also associated with an increased chance of diabetes.

Don’t be a moron today and get hydrated with a refreshing glass of juice

28:10:15 – Refinements to the List of Bad Student Eating Habits

Meat Content of Cheaply Priced Meats

Fast Food Brought to the UK after 30 Days on the Slow-Boat

Diet Coke is Still Bad For You,,20739512_2,00.html

28:10:15 – Vintage Advertising and Satirical Interpretation

I collected a small series of vintage advertisements:

Screen Shot 2015-10-28 at 14.32.39

Screen Shot 2015-10-28 at 14.32.19

Screen Shot 2015-10-28 at 14.32.26

What struck me in particular was that the adverts sell a “happy, traditional American family” package with their advertising. Though this approach is used in this day and age. Looking back at these, I find their tactics clear.

I mean come on. When was the last time you saw someone that happy on the phone? [Image Above].

I feel like these images are selling a reality that does’t exist which is exactly what I’ve come to realise these big companies are doing when they sell you, for example:

Diet Coke (which contains sweeteners that can be worse for you than the original product)
Supermarket Products like Asda Smart Price Sausages (who promise a cheap product which takes out of consideration taste and quality)
Fast Food restaurants (whose food is bad for you.

Taking inspiration from these sources aesthetically led me to the idea that I might consider using a business perspective/ tone of voice that sees my work communicating satirically towards both my audience (micro) and business that sells these “fantastic new products!!!” (macro). This will differentiate my campaign from all the others I’ve seen throughout my research.

Damon Albarn’s Superfash Jellyfish plays on this plays on this with:

A slightly distorted introductory advert indicates signifiers of an old television advert, of which I imagine this happy family is portrayed. Other signs include:

An Absurd Product (a floating Jellyfish)

Reference to a plastic donut spoken by a man with an intentionally dumbed-down accent (A fictional potential audience member).

And a taste referred to as just like chicken(obviously fake).


I know however that using this visual style with my blunt student perspective would create a clash.

So what if I used this vintage style and cartoonish optimism as a channel for my sarcastic approach?

An example being to change from:

As a student those 34% pork sausages must have been a great idea, ay?!
And the water pumped into them must be keeping you hydrated too!
Don’t be an idiot and shop somewhere that considers the nutritional value of the food it’s selling to you.

“Oh Boy! 34% pork sausages only 2p each at ASDA!

Watch out there little Timothy, Asda put pork fat and additives in there product.

Don’t be an idiot today and shop somewhere that considers the nutritional value of the food they’re selling to you.

This would give me a visual reference that synchronises with a tone of voice. I’ll blog the illustration I did of the changes I thought up later today, but just to be clear:

The tone of voice my work aims to convey is one of sarcasm and satire.

1950s vintage advertisements sell non-existent ideals, similarly to the advertising broadcast by business today (Coca Cola, Asda, etc)


Acting as an organisation/ business changes how my work will be perceived.

Firstly, I need to make sure that the fake vintage ideal is conveyed noticeably to suggest a lack of seriousness about the business-like characteristics I aim to convey.

Using this approach makes:

The Business (who have appeared to advertise the content):

Look inconsiderate to the audience (due to a satirical impersonation through means that they would usually communicate to their audiences through)

Look accurate to me based on my research (of cheap production, food keeping methods, trickery)

Make the Student:

Look like the business is taking advantage of the customer (due to their heads over heels attitude)

Look naive (with drooling mouths and desires to sweep up a deal.)

Makes the Designer:

Look like he’s making a mockery of everyone involved (Because of how I’m using commercial advertising and how I’m illustrating the the audience)

Feel like he’s framing everyone in perspective (personal opinion)

My work will provide a satirical perception of business advertising itself (Macro) as well as the audience members who I am also criticising (Micro)


I think these pictures are a goo example of 1950s advertising. But i can’t use this advertisement structure. Adverts aren’t made when large body’s of text anymore and it’s because people aren’t willing to pay attention to that sort of content for that long.

Because my work should work to intervene, it needs to be easy to digest. Consequentially, my layout will be modern.

Screen Shot 2015-11-01 at 16.28.55 Screen Shot 2015-11-01 at 16.28.49


27:10:15 – Hacking Urban Spaces

The final product of a bus stop advertisement will need to be placed inside the frame so as to seem legitimate. I’ve conducted some research that demonstrates what tools are required and what instructions to follow in order to open the windows up: