The Master’s thesis is the result of our interest in the use of humour as a tool for creating visual messages and animations, as a medium for forwarding messages and the optimistic inclination that we can raise awareness and influence thinking and the relationship with fashion among youngsters.
In the theoretical part, we underpinned all the above interests with a brief presentation and definition of what visual communication is. We tried to justify the findings that modern society, which is considered to be enormously visual, now finds itself in a flood of visual messages by outlining important events in the development of social media in terms of technological progress. We continued our research by taking a short dive into the concept of humour as a social phenomenon and extending the concept to the realm of its use in visual communication.
Within the experimental part, we focused on realising the main objective of the work by bringing together all the above interests in a communication campaign. With the campaign, which consists of a series of humorous animations, we aim to sensitise young people to the manipulative practises of the fast fashion industry. In this chapter, we first introduced a fast fashion issue as a starting point for the animations and selected social networks as the primary communication channel with the target audience in mind. Taking into account research on the most popular content on social media, we designed the animations accordingly in a vertical short video format. Our own perception of humour and fast fashion as well as inspiring works and artists influenced the stories and the final production of the visual messages.
With the aim of publishing the animations on social media TikTok and Instagram, we created a profile @wardrobewastelandia where the created content can fulfil its purpose.
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