CS2006: Curation Exercise by Brian

  1. Evidence of Animal Cruelty


Source: SPCA

This visual content was created as to cultivate awareness about the requirements of keeping rabbits as household pets. With increasing numbers of household pets being abandoned in Singapore due to lack of awareness at the point of purchase, the poster was created by SPCA as a direct means to stem this trend.

This work appeals to the quality of pathos, as they had prominently displayed an adorable rabbit in the centre of the poster, guaranteed to catch the eye of the audience. The use of an adorable animal helps to create a connection between the audience and the poster, such that they feel kindly, or even protective, of the little rabbit.

The shot also utilizes constructivism theory, placing the rabbit as the only object in focus of the poster, which further direct eyes towards it. The picture is accompanied by a short message that serves to inform and raise awareness, which is effective as the attention of the audience has already been captured by the picture of the rabbit. The eyes of the audience is finally directed to the simple slogan at the bottom, that they might remember the information simply in a few words.

This work thus serves as a framework on how one might structure their visual content in such a way that the message conveyed becomes resonant and impressed on the audience.

2. Call To Action: Adoption


Source: Animal (O.N.G) by TBWA

This visual content was created to exhort a call to action: to adopt. Every country has issues regarding strays, and Portugal is no different to such a trend. Facing increasing and endless amounts of stray dogs that they had to cull, a call to adopt went out as a means of saving them. The simplicity of the poster appeals to me; that a strong and powerful message, through the use of visual cues and theories, may still stand out and impress upon the audience.

The poster uses the visual cue of colour, rendering the entire background of the poster in a bland light blue, evoking feelings of melancholia and pathos. This use helps create the sense of poignancy that is able to tap on the idea of pathos to persuade an action.

The poster also utilizes gestalt theory, portraying the simple things that we associate with the dog: canned food and a bone. Together, these objects instead resemble an unhappy and fearful face. These objects are then accompanied by a haunting line: “Rufu’s Last Meal”, evoking feelings of doom and gloom.

The poster is accompanied by an effective slogan that explains how the culture of culling is similar to that of criminals on death row. The image thus taps into our nature of respecting human rights, and we begin to associate that our choice to adopt would really make a difference.

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