CS2006 Individual Curation — Homosexuality

Targeted to Internet-savvy individuals, the shock element (pathos) can be observed through use of Google’s auto-complete function, together with phrases like “shouldn’t be allowed to marry”. There is much relevance (salience) to Singaporeans, where almost everyone has used Google search and perhaps on a frequent basis. Since same-sex marriage is still not legal in Singapore, even the text would be relevant to local context. Viewers would follow through the text line by line (graphic movement). As such, it hits the audience hard with the seriousness of this matter and how the extent of such hatred and discrimination needs to stop.

I liked how it also shows the victim’s perspective. We can infer (indexical signs) that the woman is being silenced as her mouth is covered. Better still, the usage of eyeline attempts to further reach out to the audience — to ignite empathy and urge for support. Moreover, Singaporeans are growing to be more acceptable to homosexuality. We could show the progression of such culture change through a series of condensed codes, and encourage gays to step forward — to be confident of who they are. With the support of fellow Singaporeans, we strive to change behaviour and fight for LGBT equality.

(200 words)

Through symbolic signs, this Italian ad provides connotations of comfort and affection by portraying a gay couple, with hands clasped, ready to build a home of their own. It is learnt even without having to read the text. From historical perspective, global furniture giant IKEA has been challenging the issue of homosexuality since 1994. Yet, they have not given up on creating gay-friendly ads. I like how they worked on cultural change through the message recall. Instead being unacceptable, people may progressively grow tolerant to and acknowledge homosexuals.

We would like to raise awareness of gay families, which may seem unfamiliar to Singaporeans (cultural perspective). Thus, it would be better to include a house layout or furniture as the background (interposition) to bring out the message that gay couples can create their own homes too. Confident-looking stances from the models would help to further encourage gays to step forth. It would be more impactful if they faced the camera and showed confident expressions instead of back facing. Maybe, an addition of their adopted child holding both their hands would show a more complete, happy family (pathos). Why would they be different if they can be a happy family like others?

(200 words)