IHI WEHI - Second Year Semester Two Massey University. 

The media and society feed the idea to women that they must present themselves in a feminine manner with makeup, jewellery and designer brands in order to be accepted. These stereotypes suggest that all women are interested in is appearance; demeaning their intelligence and individuality. I have targeted a young New Zealand female audience (13-25) by using brands and iconography that are recognisable and familiar to the viewer.

The ihi of my posters is the substitution of food for make up and accessories. This provides wehi by presenting femininity as a necessary part to the ‘female diet’ that must be consumed in a literal sense, like food, to reflect how the media feeds this stereotype. Poster 1 uses pastiche of Barbra Kruger through use of font and palette. Kruger’s work comments on gender and society and the use of this style helps the viewer see the piece through the same critical lens. Alongside this, the placement of the band across the figures eyes reduces the identity of the girl in the way that stereotypes do. This poster employs a grunge aesthetic that contrasts to the feminine icons making them feel out of place, creating a confrontational tone of voice. My second poster uses ihi of an illustrative style to enhance the femininity of the icons and become a sattire of 50’s poster designs. This provides wehi that feminine stereotypes are outdated. This combined with the text provides a patronising tone of voice, forming a satirical response to the feminine construction.