special advertising section
this project was my graduating senior thesis, 2013
Magazine racks screaming about weight loss and makeup tips line every drugstore and newsstand, but rumbling beneath every cover and every advertisement is one sinister sentiment for women: "You're wrong." Our bodies are wrong. Our habits are wrong. The food we eat, the friends we have, the brands we buy, the places we shop – all wrong.
"Special Advertising Section" looks at magazines and the culture they create from two angles simultaneously. First, the aggressive use of ornamentation and juvenile and tacky design to infantilize the reader and purposely distract from the text. Second, the deconstruction and dehumanization of women's bodies as found in fashion advertisements.
As a viewer experiences each piece of the campaign, they are drawn further into a weird, disconcerting world. It is a sort of uncanny valley - one might do a double take as they see something so familiar and yet so wrong.
"Special Advertising Section" is comprised of several small projects; tying them together is an extremely flexible identity comprised of two abbreviation marks, a full wordmark, and a set of body parts in halftone, reminiscent of the printed material from which they are culled.
The first engagement with the campaign are slipcovers designed to go over real magazines. Humorous and sarcastic in tone, they focus on the tacky and ornamented style of magazine covers and the true meaning of their flashy headlines.