THE CLIMATE CRISIS
DVB102 Image Design and Production
Week 4, Images 11-15: Persuasive Poster
This week, I chose the climate crisis as the cause for my sketches + poster. The audience I chose was families with young kids (35-55 yo parents with small school-aged kids), and tried to create images that would appeal to parents' love for their children and care for their futures.
Mediums used: HB, 2B and 6B pencils, 110 gsm cartridge paper, rubber eraser, Adobe Illustrator
Image 11: The Matchstick
Techniques/rhetorical figures used: Hyperbole
Process: I developed this idea from the typical "The Earth is on Fire!" propaganda I've seen to promote the climate change cause. I sketched out an image of a lady blowing out a match but replaced the match with a globe.
Reflection: Hyperbole is a heavily-used rhetorical figure within the cause as it serves as a thought-provoking emphasis that communicated the general idea behind the cause quite well, as an alternative to the provision all the statistics and science behind climate change, which may not be as easy to digest and may not call to action as effectively. The globe on fire in particular is very heavily-used, but I think the use of it in this image is even more effective as it prompts hope, as the lady pictured is blowing the match out, which suggests that something can be done about it.
This image can be explained using the AIDA model- the image is attention-grabbing as the globe on fire is a jarring hyperbole; the abstract nature maintains viewer interest in their pursuit of making sense of the image; desire is gained through the hyperbole as the globe imagery symbolises home and illustrates a direct threat (fire), thus appealing to the viewer's desire to protect their home; and a call to action is implicitly prompted through the lady blowing the flame, signifying that something can be done and also conveying a sense of hope.
In the context of the target audience, parents carry a desire to protect their home as they are family-oriented, and home represents family. This image appeals to this desire, by portraying the severity of the issue through hyperbole, and further reminds the viewer that there are things that can be done to combat the issue.
Image 12: Thermometer- "The Earth Has a Temperature"
Techniques/rhetorical figures used: Metaphor
Process: I had the idea to use a thermometer as a form of symbolism for the climate change cause, and thought that since the circular globe symbol is the same as the shape of the bottom of a thermometer, that these two could be combined to convey the global warming issue. I roughly sketched a thermometer and then added the globe in at the bottom. I titled the sketch " The Earth Has a Temperature" as I feel as though this statement enhances the meaning of the image.
Reflection: The use of metaphor here is effective in communicating the general idea behind the cause, as it provides a visual representation of the concept of global warming, connecting a symbol for heat and temperature with a symbol for the Earth. The title of the image enhances its meaning and is requires a deeper level of thought to process the image.
The 35-55 year-old family demographic are targeted in this image specifically by its tagline, "The Earth has a temperature". This is a play on words suited specifically to the target market as this is a term used to describe children with fevers. Parents would thus associate this image with their children (and their hopes for a good future for them). This image thus serves as a reminder of the destructive power that climate change may have over our (and our children's) futures.
This image can be explained using the AIDA model- attention is grabbed to process the image due to its abstract nature; the mystery and indirectness of the image's meaning sparks interest; desire is provoked through the tagline, as parents think of their children; and a call to action is again implicitly prompted through the jarring nature of the tagline.
Image 13: "Can someone turn the heat down?"
Techniques/rhetorical figures used: Hyperbole
Process: I liked the idea of a poster more-so targeted to children whilst still being meaningful to parents. I had the idea for a cute polar bear in the sun so I looked at a couple of different drawings of polar bears online to get some inspiration for the sketch.
Reflection: As stated, hyperbole can be particularly effective for this cause as the emphasis is a thought-provoking way to convey the general idea without having to provide all the 'boring' statistics and science.
Whilst this poster is quite 'cute' and might be more targeted at children, further meaning can be deduced by parents. A child may see the polar bear and not think twice about the subtext, where a parent will be able to interpret the message that the image truly conveys.
Further, the image can be explained using the AIDA model- the image is cute and thought-provoking (a polar bear lives in a cool environment, and thus wouldn't sweat) and thus attention-grabbing; the indirectness of the image's meaning sparks interest; the cuteness of the image evokes sympathy and thus desire to 'help' the polar bear (representing the cause itself); and the tagline (being formatted as a question) prompts a call to action.
Image 14: One Colour Poster
Techniques/rhetorical figures used: Metaphor; Adobe Illustrator, Adobe Photoshop
Process: I photocopied my sketch and pasted it into Illustrator to image trace it. I went over the image trace with the curvature tool to make sure the lines were sharp and bold (unlike my broken sketch lines), and added smaller details using the paintbrush tool, and then deleted the image trace. I then opened the outline in Photoshop and chose to colour the flame orange to add emphasis and draw attention to the metaphor. I tied this same colour in with the tagline, which I centred and positioned directly under the sketch.
Reflection: Whilst editing the sketch in Illustrator I regretted using such broken lines when sketching. It was very difficult to sharpen the drawing to make it look more professional.
I used a bright orange because it evokes emotion and attracts attention. It's a warm, bold and passionate colour, and I thought this would complement the message and assist in calling the viewer to action. Warm colours like orange are also symbolic of heat (fire), which helps with viewer interpretation.
Image 15: Full Colour Poster
Techniques/rhetorical figures used: Metaphor; Adobe Photoshop
Process: I used the same coloured poster from image 4 and continued on with colouring the globe in. Using the paintbrush tool, I used conventional colours for the globe.
Reflection: I think I also have much more to learn when it comes to Illustrator and Photoshop. I think I coloured the image the hard way.
In terms of colour choice, I coloured the globe with conventional land and sea blue and green to help with viewer interpretation. I chose not to colour the rest of the image because I want attention to be drawn to the matchstick (as well as the tagline), and the face and hand are quite easy to interpret. I feel that the colour enhances the meaning of the matchstick and helps the viewer piece together what they are looking at.
Image 0: "Look into the future"
This image didn't make the cut but I liked the idea of it- explicitly prompting the viewer to think of the future they are creating for their children. I wasn't sure as to how well parents may interpret this and I also didn't like the burning globe- very cliche and overused for the cause in my opinion.
Overall Reflection on Week 4
I'm really proud of my work this week. I'm very passionate about this cause so it was fun to think of inventive ways to promote it. I liked actually creating a professional 'end product' as opposed to previous weeks where I felt like I was just doodling. I also have a whole lot to learn about Illustrator and Photoshop as it's been years since I've used the programs and need to re-acquaint myself. I also need to be more confident in my sketching and use more bole and pure lines in my sketched rather than the broken lines I seem to constantly sketch, because I'm scared about messing up. In future I'll try to be more conscious of this.
