# data[].attributes.body
[1]Simone,dB.,(2014).Second Sex.2thed.Shanghai:Shanghai Translation Publishing House.
[2]Chizuko Ueno,(2023)Misogyny,2thed. Shanghai:Shanghai People's Publishing House.
[3]Karl,HM,(2014)Das Kapital,44thed.Chongqing:Chongqing Press
[4]Zygmunt,B(2021)Work,Consumerism and the new poor,1thed.Shanghai:Shanghai Academy of Sciences

# data[].attributes.body
The pop up campaign was very successful
I not only arranged my area, but also set up a dessert table on site to interact with the audience, and at the same time, I could explain the project content to the audience and promote sales
Very good interaction and communication with the audience (see more details at portfolio)
For on-site activities, you can read shopping guides, decorate your own desserts, and take photos with the scene
Not only was there a wealth of interaction at that time, but also had a relatively good long-tail communication effect
After the event, there was great feedback on social media

# data[].attributes.body
The products I print in Chelsea, the printing quality is excellent
However, when I made the book, I did not reserve space for the folded part of the book, which might be covered. As a result, the pictures were misaligned when the book was fastened, which affected part of the reading experience

# data[].attributes.attachment_link.readable_text
PRODUCT DETAILS

{{activeGarment.details.name}}

{{activeGarment.details.description}}

Weight

{{activeGarment.details.weight}}gsm

DELIVERY DETAILS

UK Standard - £3.95
UK Tracked - £5.95
International Standard - From £6.00 to £7.00
International Tracked - From £9.50 to £11.00

Additional garments from the same campaign cost £1.50 extra for UK deliveries and £2.00 extra for international deliveries.

We aim to print and ship orders within 10-15 working days from the end of the campaign.

Please note we are closed for Christmas from Dec 21st - Jan 2nd, as such only campaigns where the pre order period ends before Dec 1st are guaranteed to ship before Christmas. We cannot guarantee delivery will happen before Christmas for any orders as shipping times will vary based on location and are down to local post services. Any campaigns that end after Dec 1st we will do everything we can to ship before Christmas but may ship in the new year.

For international orders customs charges are not included at checkout and any fees will need to be paid on arrival to your local postal service.

# data[].attributes.attachment_link.description
PRODUCT DETAILS {{activeGarment.details.name}} {{activeGarment.details.description}} Weight {{activeGarment.details.weight}}gsm DELIVERY DETAILS UK Standard - £3.95 UK Tracked - £5.95 International Standard - From £6.00 to £7.00 International Tracked - From £9.50 to £11.00 Additional garments from the same campaign cost £1.50 extra for UK deliveries and £2.00 extra for international deliveries.

# data[].attributes.body
description:
In terms of font design, I want to convey some consumer attributes to prove that this is a consumer guide

Analysis➕evaluation
In repeated font experiments
I found the existing font futura suitable for projects
In the lovely style, there is a sense of calibrated merchandise

# data[].attributes.body
Experiment with different compositions and colors
The relatively simple and handmade cover design is more suitable for this project
The title of the project is clearly expressed on the cover, and the shape of the cake informs the audience that this is a consumption guide about the cake

# data[].attributes.body
This illustration is modified from P3 above as a reference
As the last page, it conveys a blank, regretful feeling, and I really like this ending

# data[].attributes.body
This illustration originally intended to highlight the relationship between subject and object through the contrast of size
But because of the difference in size, one side loses too much detail
So I used color contrast
A similar effect was achieved

# data[].attributes.body
At first, only a relatively simple color block and element composition was used
Later, the style of the whole picture changed after the addition of fonts
Adds a sense of rhythm and style

# data[].attributes.body
A relatively incomplete page design in the booklet
Filling the picture doesn't have to be all color

# data[].attributes.body
This illustration is the first non-spread design in the book and is relatively full
I spent a lot of time in screen adjustment
The whole book is currently in a relatively full state
Next, design some designs with white space

# data[].attributes.body
This illustration uses a vertical stripe texture that has not been used before
I find this works well for cake decoration, similar to the design of a real cake
And added the decoration of colored sprinkle, which can be applied in the subsequent illustration

# data[].attributes.body
This illustration is based on the previous sketch
A richer texture is applied
More girls and desserts were created
It can be used as a reference for the next dessert details

# data[].attributes.body
This picture shows the figure of BUY
The picture should be simple, remove the graphics and colors that affect understanding
Finally, I circled the overall shape in yellow to make it easier to understand

# data[].attributes.body
In terms of composition, a flat composition is used, and the huge apple pattern in the center is suitable for cross-page
It provides the modeling basis and color tone for the following creation
The following illustrations will be based on this illustration to develop different compositions and colors of similar color systems

# data[].attributes.body
description
Since I was going to be doing a booklet, I made a storyboard that looked like a Booklet mock-up to keep pace with the book

Analysis➕evaluation
Because there are cross-pages, it is necessary to pay attention to the particularity of some compositions
Then, because the consumer manual needs words to explain the product, it needs space for words to flow out

# data[].attributes.body
Description
This illustration is also more about the male gaze
The male figure, who is also a researcher, gazes at an apple and judges whether it is pure, cute or not
At the same time, I joined the visual experiment of 3D materials, and I want to see how the addition of 3D texture and the fit of graphic illustration are

Analysis➕evaluation
The composition is still too strong a spatial relationship and does not match well with the graphic style of illustration
The power of the composition is not very good
The next step is to minimize the spatial relationship

# data[].attributes.body
Description
This illustration shows the influence of the male gaze on cute cult
It's more about young women and consumerism
This image combines consumerism with the male gaze
The aesthetic entity of cute cult is a blender in which young girls are stirred and made
The added raw materials are a variety of fashion products, beauty products and other related cute related consumption in the market. The judge of whether all this is up to standard is a male figure wearing a lab coat and holding a record of his erection
What this picture wants to express is that the market and straight men influence the development of cute cult. They regard this strict and simple aesthetic as a scientific and universal aesthetic because of their right to speak, so that young girls in society constantly cater to and consume some commodities that can help them achieve their aesthetic, making them seem willing, confident and self-loving. In fact, they have no choice but to sit in the whirlpool like a blender

analysis
I think the imagery and the picture of this picture have developed very maturely
Both the metaphor in the picture and the visual language are well completed

Evaluation
I think the biggest development so far is finally putting the girl, consumerism, male gaze, cute cult all together in the same logical picture
Next, I will continue to express this visual language

# data[].attributes.body
Description
The reference for this image is a photograph by barbara kruger
i borrowed the slogan of my shop therefore i am a classic photography work, and carried out a visual style experiment
Because I wanted to make a finished illustration as a case of project style, I made many adjustments in details
But it didn't work out particularly well

Analysis
First, the color is very similar, because the elements in the picture are very rich, but the color and the degree of light and dark are not very different, so it is very messy
Second, the ancient font is serif, the font is slender, and its own design is very gorgeous and fancy, and the combination of more fancy illustration background is very difficult to identify, did not achieve the effect of highlighting this classic slogan

evaluation
I thought I could keep some of the classic elements of vintage AD art as a way to remind the audience of the consumerist message contained in my work
Instead of keeping all the retro color schemes, fonts and compositions
I will make illustrations with flat illustrations and rich colors combined with retro advertising elements

# data[].attributes.body
Description
This illustration is an imitation of a poster of the earth in a vintage illustration
The flat painting style and retro font style design were used to guide a worldwide consumption of goods

analysis
We're already seeing some early signs of vintage style
But partly because of the combination with the flat modern style of painting, this expression of retro and consumer symbols is weakened
On the other hand, because the color is relatively bright, it is completely different from the retro illustration with a little gray tone in the old era

evaluation
I need to continue to borrow this retro visual language and composition in composition, and at the same time use the common color matching of retro illustrations in color matching to get close to the visual language style of the consumer guide I want to achieve

# data[].attributes.body
Description
I continue to develop the themes of girls, consumerism, cake, and self-dwarfing
Make a picture of the girl and rich cake shape

analysis
Shape and color play a very good role, the overall picture is harmonious, the picture also has a certain interest and richness
Although the picture is good, it does not express the meaning of shopping guide. It is like an ordinary decorative illustration. It is difficult for the audience to understand this illustration, whose application scenario is related to consumption

Evaluate
I need to add some visual language symbols to guide the audience to associate with consumption and help the audience understand the project theme. I will look for some visual references

# data[].attributes.body
Description
After determining the form of the consumption guide, I want to add some stylized visual language to facilitate the audience to understand the content, so that they can more easily understand the consumption information conveyed in the picture
I chose vintage American advertising as a visual reference

Analysis
Because the retro advertising painting has a very straightforward display of the product, and it is rich in color and full of emotions.
This visual language helps stylize and make the audience understand that the project is about consumption

Evaluation
Next, I will combine the retro advertising paintings with the flat cute style illustrations that I originally explored to create a visual language that is dedicated to this cute theme project

# data[].attributes.body
Description
Through the setting of the project theme: consumerism and male gaze affect young girls' pursuit of cute aesthetics, I discovered the vivid figurative image of cake through the visual experiments of the previous journey, and decided to present these contents in the form of consumption manuals through research

Analysis➕evaluation
The content and form of the project have been determined
Next, on the basis of the basic project style: flat, simple and cute visual language, I will add more distinctive visual language to increase the interest and recognition of the project

# data[].attributes.body
Description
I took a photo of the hand-made wallet and post-processed it with electronic devices to increase the richness of the picture
I then applied the image to print social's T-shirt design

Analysis
In the electronic screen, the comprehensive material is indeed very effective, because the texture is rich, it can form a very rich contrast with different materials and the printing process
But at the same time, when making pictures, my work focus is more on how to present better visual effects, how to add more visual details, ignoring the expression of the project content

Evaluation
Although presented a relatively satisfactory visual effect
However, due to my poor grasp of comprehensive materials, I tend to ignore project expression and focus more on the relationship between different materials
Therefore, although it is a pity, the use of comprehensive materials has to be abandoned
I will continue to explore using electronic media as experimental materials

# data[].attributes.body
I want to make some wallets with female images and interact with them through real people, such as opening the lock, putting money in and taking out money to reflect the theme of the project, the exploitation and objectification of women by consumerism

# data[].attributes.body
Description
I made the cake smiling face image of electronic sketch into a handmade non-woven doll, and the outer surface of the non-woven fabric was filled with cotton

Analysis➕evaluation
The fine texture has a better visual reflection
I want to make a shopping guide with comprehensive materials by making handwork, then recording their photos by taking photos, and then processing their photos by electronic equipment for further processing

# data[].attributes.body
Description
I continued the development of the visual imagery of cakes in the previous journey
More Sketches were made

Analysis
At present, the design of cake image is relatively mature
However, I have carried out some deformation of visual image to increase the richness, as well as the possibility of replacing materials through electronic collage experiment to increase the richness of the picture

Evaluatution
In the production of shopping guide, I think there are more tactile materials that can give people more sense of reality, so I will make some figures of different materials as material experiments

# data[].attributes.body
For more detailed information about the development of project themes since unit2, please refer to the Topic reflection section below

# data[].attributes.body
cute cult is a standard of beauty created by consumerism and the male gaze that women seemingly willingly enter

# data[].attributes.body
After determining the core of the project and the picture style of a simple plane in the previous journey, I would like to improve the clarity of the narrative and the completion of the picture by testing different media and materials

# data[].attributes.body
This tangled relationship is ironic
So I chose to design a consumer guide to satirize this phenomenon

# data[].attributes.body
Therefore, after the previous Journey analysis, I choose a medium similar to a consumer handbook as a communication medium to express my project theme
To convey: the relationship between women, cute, consumerism and the male gaze

# data[].attributes.body
This behavior makes the relationship between women and capitalists and heterosexual men into the relationship between producers, commodities and consumers

Capitalists create anxiety and produce products, and women pay for the anxiety, while heterosexual men who worship cute cult select and comment on the women around them and in society as if they were commodities through harsh and pathological aesthetic choices

# data[].attributes.body
What:
Cute is a kind of cult made by consumerism and male gaze
It causes many girls to self-objectify seemingly voluntarily, but it's the anxiety fueled by the cute cult that keeps them catering to this aesthetic

# data[].attributes.body
Description
This image shows how young women striving for cute cult are hurt by cute cult, and the nature of cute.
The cute trend itself is a kind of consumerism, which creates the demand for cute and promotes people's consumption.
The pursuit of cute girls is like a cake without the ability to fight back, quietly waiting to be divided and wiped dry by capital

Analysis:
I think this imagery is perfect for this project
On the one hand, the image of cake is round and can be combined with the human body
And the cake gives a lovely and sweet impression
And often when people describe splitting the profits they say dividing the cake, pun intended

However, I did not feel that the picture was very balanced, it was a little too simple and lacked texture details

Evaluation:
This image can be further developed

# data[].attributes.body
Description:
This sketch is inspired by the impression cute Japan exhibits make in the window
A visual feeling that doesn't fit in with the surroundings
In the male-dominated social order, women perceive themselves through self-alienation and cut themselves off from the male-ordered society through cute styles
To achieve inner self-identity satisfaction through self-dwarfing
Hence the images of cars full of cute little animals traversing some concrete jungle that represents masculinity

Analysis:
According to my analysis, the basic logic and expression information of the picture have been much clearer than before, but the design of the spatial sense of the picture still has great room for improvement
A flat painting, but with a rich perspective relationship, giving people a feeling of discomfort and harmony

Evaluation:
In the following sketch, I will try my best to weaken the presence of perspective and spatial sense, and highlight the flat style

# data[].attributes.body
Description:
I went on to develop the centipede bug image, taking it out of the video game image and putting it in an outdoor environment, where they are still eating money and profit
The vision is kitty's image watching this

Analysis:
Seems like a different metaphor
The image of the cat is too large, confusing the subordinate status of the cat and the poison bug

Evaluation:
However, the flat and simple visual style achieves a good visual effect of conveying information, and the lovely characters combined with bright colors can attract the love of young women in the target audience

# data[].attributes.body
Description:
This is a work that evolved from a draft to a finished work
The illustration shows the "voluntary self-diminishment" of women in cute cult, actively packaging themselves as a cute and submissive pet, squeezed by a male-dominated society
In daily life, we will hear people use some images to describe small animals to praise a girl, such as cute as a cat, like a rabbit, girls usually hear this description not only will not feel offensive, will consider it a compliment. The reason is that there are many discourse systems in our society that objectify women invisibly.
At the same time, women will even actively cater to this objectification, and actively conform to social expectations through appearance and words and other behaviors that are closer to the self-degrading behavior of small animals

Analysis
I think this illustration has met my expectations in terms of picture conception and composition color
However, in the processing of the details of the picture, I don't think I have found a suitable decorative image
I only used the bar color blocks to fill the blank part of the picture. I should find some related images or figurative images with connotation to fill the picture

Evaluation:
Next, I will continue the idea of this picture and the theme to enjoy the production of more pictures

# data[].attributes.body
Description:
At this stage, I use the image of shopping bags to try to connect girls with consumerism
Through two different lines of thought:
1, put the girl's image into the shopping bag, the girl feels uncomfortable
2. Materialize the image of the girl into a kitten, and print the kitten on the shopping bag in an endless cycle
I used the 3D models of Procreate and nomad for visual experiments, rendered and exported the 3D models and put them into procreate again for visual processing to increase the details and texture of the images

analysis:
It is the most complete visual effect achieved so far
However, the metaphor and world view of the current project are still too complicated to understand, and not simple enough to achieve the effect that the audience can understand the content of the project only by looking at the picture

Evaluation:
Need to communicate a more logically simple message in the project
The picture tells a simple story

# data[].attributes.body
Description
I want to use simple lines to make some shopping cart images and make simple pictures
However, the resulting picture is too simple and does not have good visual effects

Analysis
Part of the reason was that I did not have good picture control and did not do a good job of adding and subtracting pictures
Another part of the reason, I think, is that I don't have a special image symbol to connect the theme of my project cute and shopping cart, except for shopping symbols

Evaluation:
I think I should process the project information and convey it to the audience on the picture
For example, the body image of the character with a sense of design