I showed my proposed design to Richard and explained the concept, he really liked the idea but encouraged me to clarify the links between the theory and practice.
The piece is a collection of slightly altered (some untouched) quotes I've come across in my reading for my essay.
I decided to collate them as one sinister, dystopian 'guide' for brands to follow if they want to get the most from their audience. To sell more units, one must know one's audience in great detail.
While the essay reads as a slightly wary piece, worrying about the control brands can exercise over their audience, I want the physical piece to amplify the angst and worry through dark imagery and type.
The clothes are pressed up against the frames of each spread, implying a sense of suffocation whilst the typeface barks uncomfortably controlling phrases about the psyche of the consumer - the information with which the brands should take and use to their monetary advantage. The overall aesthetic should connote political imagery from the turn of the century, notably German use of blackletter typography.
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