Projection 1.0

The representation of Chinese mothers in various media is still being carefully investigated. After analysing the movie, this research examines how mothers are portrayed in Chinese mother and baby products advertisements on the Chinese shopping platform TAOBAO.

I first listed the products that mothers may use ( mothers’ responsibilities)

Feedbacks

• Think really carefully about what‘s the material they gets considered and do the whole process of and mess all the stuff and patterns and feel the patterns are.

• Do it systematically. It could be you use E-commercial site as foundation you should be specific is it product photography? Editorial photography? the life style shoots they show the products and news.

lifestyle：Who‘s in the shot, Pose, Age of the mother，Clothes, Location of the shot…space, Facial expressions, Foreground & Background, Colour, Text.

Take textile as different category,  and sub-category could be: marketing speech, cost action, dialogue, name of the product, sell language (eg. reduced…)

• Collect, sort, analyse, summarise, and then rebuild after collection

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After the feedbacks, subcategories of mom and baby products were discovered, according to the research. The mother, who simultaneously occupies the roles of mother and woman, performs these roles in the conventional sense.

So I investigated and collected mother and baby products.

I divided the issue into various portions so that I could study the mother in the advertisement in more detail, and compile existing adverts into categories.

RQ1: What kinds of images of motherhood are presented most frequently in product advertising?

RQ2:What kinds of (a) models, (b) model poses, and (c) advertising themes are used most frequently to represent mothers?

RQ3: What Slogans, texts in it?

RQ4: The font use the colour/ filter they use?

>>>> WEEK 03 & 04 <<<<

By collecting 60 maternal and infant products, most of these products are used during pregnancy and postpartum.

Classify, examine, and create a graphic research report on these products.The content is mainly divided into two parts, images and text.

The mothers in the advertisement are all young, attractive, and smiling as they embrace motherhood.I also read a parenting article at the same time that advocated intensive parenting. The father figure is still absent in these advertisements. It appears as though the mother alone is in charge of raising the child and the father is not involved.

Let me consider whether such a picture has made moms feel under more responsibility to raise kids. Mothers feel that they should be in charge of every aspect of their children’s lives; otherwise, they are insufficient.

>>>> WEEK 05 <<<<

A Perfect mother Manual

The visual reference is inspired by

Feebacks

• How to the guide looks like? Not just taking the images you find and paste on the layout. Take more ownership of the material，make it look like a convincing to guide. The Irony part it can be very very subtle. If you try to really  make it convincing make it look almost so real.

• Parenting guides… try to figure out if you catalogue the visual language. And the types of design decision what they gonna make… The sketches are more like cheeky graphic design. Not like they are mimicking the actual format. To commit that imitation to a little bit of deep level

• Focus on the details, right now I lose the focus on the images and the language.
• Magazine articles vs reviews vs advertising

>>>> WEEK 06 <<<<

Feebacks

• Try to rework it and remit in to this visual language somehow. In other words, you’re working to use all the materials you’ve generated and force it somehow fit the structure rather than cheer picking from the selection and dropping it into the layout. I think your can take a few different visual approaches.

• Make sure you use multiple basic pictures that show us the same thing. eg: if you find shapewears, if you put them together, they are all a bit. 20 pages a volume, showing us the patterns that tell most of the narrative itself, expect your body to look beautiful before/after giving birth, let the images speak for themselves.

• You will therefore still need to draft some of your own criteria here. Some language that most resembles the language of a headline. For example: shapewear! shapewear! It draws this unworkability from the advertising speak that you have to wear shapewear and it kind of puts it into this environment in a way that creates discomfort there. Because now it’s being given a directive. You’re kind of like putting all these patterns and helping us to see what’s actually in a kind of directive. I think it’s about repeating very similar things, let’s see patterns, it’s about shorter texts, more about marketing/magazine speech, calls to action. Bullet points, diagrams can be good, but work from the point of view that the material you’re collecting is your starting point.

• Start by going back to these images that you found, organising them to create this narrative, seeing how far they create the narrative, without words, without other structures, and then bringing them into this kind of world. The ideas you build, they will serve as a model for the reader to see the book.
  They can happen through visual material rather than through texts. Then intersperse them with such moments as you play around with these groups using the language target stuff.

>>>> WEEK 07 <<<<