Research 3

by Sophia

Campaigns and Posters

British Army Posters


The British Army is asking Generation Z (16-25-year-olds) to join its ranks in a recruitment drive targeting young people, shown on a series of TV/radio adverts and billboard campaigns.

Taking inspiration from historic posters in 1914 for the first world war, they have reappropriated the 'Your Army Needs You' and 'Your Country Needs You' slogan. This particular campaign made reference to and a pastiche of the famous Lord Kitchener.

They suggest that the social character flaws found in youth today are seen as a strength to the army:

  • The "compassion" of snowflakes 
  • The "self-belief" of millennials
  • The "confidence" of selfie takers
  • The "focus" of phone zombies

 I think I will use this in approach in my own posters, mimicking pre-existing poster designs, and reappropriating them to elicit feelings of humour.

Album Covers

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I think this album cover really relates to my project visually. Looking at teeth previously, and its change due to diet -  here is a clear illustration, showing a MEAT diet and how the canines are still present. I really like the overall composition of the image too, and I think I may try and recreate this image in a photograph.





Advertisement for Vegan Sausage Roll (Greggs)


What is a meme?

Memes have become increasingly popular, where a catchphrase concept, or piece of media is spread - often as mimicry or for humour, shared from person to person on the internet. 

They usually involve an image, GIF or video. A word or phrase (with bad grammar or spelling - sometime son purpose) is included. 

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As I have grown up in this 'meme-culture' Generation Z I see memes daily. My target audience for this project is my own age group, and therefore I feel like they will relate much more to memes. This could also be due to the fact that we have grown up with technology changing and evolving. We share much more interactions over social media and the internet than other members of our families, and so fittingly we would share and post memes much more than them too. 

I plan on using the same simple text and image composition found in most memes, experimenting with colour and found images. 



These pro veganism advertisements play on the viewers emotional relationship with animals. Using the photo of a piglet or chick can play on peoples heartstrings, making them feel feelings of guilt. Much like advertisements for UNICEF or WaterAid, they use real life stories and imagery, giving names and conditions the live in to make the general public feel bad and guilty, in order to achieve a payment from them. 

I think I will use this tactic and create posters that have a humorous approach to them, rather than being too serious and heart wrenching. I think using lighthearted humour will appeal to a larger audience. 


This bus advertisement is really eye-catching, and made me look back twice. Not due to the design nor the colours, etc, but for the reappropriation of the words. I think many people will see this advertisement and look again to make sure the read it right the first time. 

I think this works really well and is really funny. I plan on using words and changing them slightly to create the same effect, where people have to look at it for longer out of their own choice. Therefore I think this simple design, although simple, is effective in its original use.