CS2006 Final Project — Curation
My group chose to focus on the issue of time wastage while commuting on public transport, and I felt that this advertisement captured the essence of our idea very well.
When comparing the concept of time in the various society and culture, it seems like there is an extensive difference between the speeded-up time of the city, and the slowly advancing time in the countryside.
In our idea, we would like to target the Western world’s concept of time rather than that in the traditional agrarian society.
The above image seems to bring out the occurring social revolution, where people find themselves turning to their IT gadgets to access social media platforms such as Twitter and Facebook in order to pass time. However, they fail to realise that these platforms are mostly not purpose-driven activity.
Furthermore, the feature of the young girl using an IT gadget in the image is influential as it provokes viewer’s socioemotional perspective. It emphasised the ever-changing social behaviour of children in developed countries. In contrast, in many traditional agricultural societies, children are treated as “trainee adults”, and are expected to tend to crops. For these children, time devoted to work is intrinsic to childhood as to adulthood.
I feel that the above advertising campaign is very straightforward, and it resonates well with the idea of time wastage that my group is addressing in our project.
The cheeky slogan “Do it on the Bus” that serves to encourage commuters to partake in activities that they cannot do (or should not do) while driving a car, captures the viewer’s attention directly. By making use of the slogan placement at the center of the poster, and high colour contrast of the words, the message of the campaign is exhibited plainly.
Additionally, this eye-catching and edgy campaign addressed the issue of time wastage very well. Through the engagement of purposeful activities in public transport, travelling time is now efficiently made use of.
Personally, I feel that this campaign also confronts the rigid linear structure of time in the past. In those “monochromic time”, one could only do one thing at a time, as time itself flows swiftly past. However, this campaign seems to explore the area of polychromic time, where one can do multiple tasks at the same time. Since there is now the involvement of travelling and the completion of other tasks, time is being thoroughly exploited.