|
We all know that sex sells. We’ve grown up surrounded by imagery that suggests we need to be sexy and provocative in everything we do, from buying socks to doing our banking. We are encouraged to think no more deeply about images than “Which bikini is the prettiest?” or “Wow she looks great in that!” but there are much more disturbing messages about socially acceptable behaviour, relationships and self-esteem constantly being subconsiously reinforced through advertising, design and photography.
The aesthetics of the porn industry are becoming increasingly prevalent, socially acceptable and ‘cool’ in our society; at what point does the use of this aesthetic become unacceptable? When it involves taboo subjects such as rape? When it promotes teen porn as a ‘family value’? When children begin to be portrayed as ‘little hotties’?
As designers, image makers and marketers, we are complicit in the creation of this cultural aesthetic and the resulting social psychology that this is ‘normal’. What role does social responsiblity play in design and image making? Do we have a responsibility to consider the ethical message and meaning being communicated and the potential social and cultural consequences of what we create?
This essay is an exploration of the porno-chic aesthetic that began in the 1970’s (and is increasingly used to sell everything from perfume to socks) and it’s social, political and economic value, as well as considerations on social responsibility with regard to its use.
The brief for this ad I designed was to create a socially responsible piece in response to the research topic.
Download the PDF – warning: contains explicit material not suitable for children’s eyes. |
