| dc.description.abstract | Extreme dieting, exercise, cosmetic surgery, substance abuse, disordered eating, mental and
physical health conditions are issues linked to the development of a negative body image.
It is a significant issue in contemporary society and one of the top personal concerns of
Australian adolescents. While many body image awareness and intervention campaigns
have previously been deployed to combat this issue, there has been little research into the
visual design of these campaigns.
This doctoral project aims to demonstrate that visual designers using a practice-led
designer-as-producer approach, rather than following the traditional designer-as-serviceprovider
paradigm, can improve the efficacy of body awareness and intervention
campaigns.
My self-directed ‘designer-as-producer’ focus was informed by and responded to the
contexts of body image in contemporary culture, contemporary visual design practice,
and existing approaches towards body image awareness and intervention campaigns. To
this end, a series of methods were employed, including creative studio practice, reflective
analysis, and synthesis. These methods of investigation continuously informed each other,
revealing new insights and suggesting further actions to be taken.
One of the findings of the research was the problematic use of photographic imagery in this
field. As an alternative to photographic imagery, my creative outcomes explored the use of
hand-lettering to communicate body shape diversity through metaphor. The application of
lettering also positioned my outcomes against mainstream consumerist culture by rejecting
standardisation and promoting care and uniqueness.
Working in a designer-as-producer capacity also allowed me to develop perspectives and
modes of engagement that vastly differ from existing approaches used in body image
awareness and intervention campaigns. The research project culminated in a speculative
body image awareness and intervention campaign titled No Bodies Perfekt. Incorporating
statements and messages found to be effective in changing perceptions around body
image and media literacy, No Bodies Perfekt utilised augmented reality to disrupt physical
advertising in the public sphere with hand-lettered digital overlays. | |
