Tuesday, 7 October 2014

SCARE TACTICS - DEVELOPMENT

Bethany Dalzell and I decided we wanted to work on a collaborative project together throughout our final year. We decided on a screen print based brief, using experimental print and inks, to achieve a series of unusual and meaningful, yet conceptual posters. 

Beth is one to focus on an ethical or social issue within her work which has rubbed off into the concept we have chosen for our series of posters. After a few conversations throwing ideas backwards and forwards, we decided on a concept called Scare Tactics. The concept aims to show how different forms of manipulation are used to control the general public, with situations such as health, cleanliness and money. For example, how in hospitals hand sanitiser is placed outside, inside and throughout wards to avoid spreading germs and MRSA, as well as how Wonga advertise on TV for payday loans which actually incur even larger costs, or, loans.

Initially we drew up a list of 5 key areas we would like to work with:

- Beauty/Body
- Illnesses
- Immigration
- Terrorism
- Money

We both chose one each initially to work on. Beth chose Illnesses, whilst I chose Money.

The below examples show how companies extort customers for profits by using scare tactics to promote their products.







The name 'Scare Tactics' was thought up by Beth, and when researched proved to fit in perfectly with the concept and idea we have behind the prints we intend to design.

Wikipedia states 'Scare Tactics' as the following:

"Fear mongering (or scaremongering or scare tactics) is the use of fear to influence the opinions and actions of others towards some specific end. The feared object or subject is sometimes exaggerated, and the pattern of fear mongering is usually one of repetition, in order to continuously reinforce the intended effects of this tactic, sometimes in the form of a vicious circle."

"Probably the best-known example in American politics is the Daisy television commercial, a famous campaign television advertisement beginning with a barefoot little girl standing in a meadow with chirping birds, picking the petals of a daisy while counting each petal slowly. When she reaches "9", an ominous-sounding male voice is then heard counting down a missile launch, and as the girl's eyes turn toward something she sees in the sky, the camera zooms in until her pupil fills the screen, blacking it out. When the countdown reaches zero, the blackness is replaced by the flash and mushroom cloud of a nuclear explosion.
As the firestorm rages, a voice-over from President Johnson states, "These are the stakes! To make a world in which all of God's children can live, or to go into the dark. We must either love each other, or we must die". Another voice-over then says, "Vote for President Johnson on November 3. The stakes are too high for you to stay home"."


As explained above the advert shows a little girl counting the petals on a flower, which also acts as a countdown to the nuclear war. A speech for the Presidential Election at the end of the video, highlights that we are scared into thinking our children could be killed by the war, and the only way to stop it is to vote for President Johnson. Fear, manipulation and guilt are used as ways of getting the public to obey with the governments and societies plans and visions.

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