All people have a basic human right to leisure activities that are in harmony with the norms and social values of their compatriots. All governments are obliged to recognize and protect this right of its citizens.
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Does this design reflect a(n)... • well developed and easily understood concept? I understand that you attempted to use a humoristic approach to address a serious social issue but without having insight into your creative rationale, I would not have made the connection between the visual solution and the intended message.
• level of social engagement? I find your visual/conceptual solution problematic for several reasons. Firstly, using sunbathing as a concept to address such a serious issue as ‘the right to leisure activities’ is a somewhat superficial choice. It simply does not engage powerfully and seriously enough with the topic at hand.
Secondly, the choice of using sunburn as a concept raises serious health issues because of the inherent risk of developing skin cancer through excessive exposure to harmful sunrays. You could just as well have used a photograph of someone smoking, because it is also a leisure activity and equally as bad as sunbathing to the extent of getting sunburn.
Thirdly, you chose to use a slightly overweight model with visibly low muscle-tone, which further implies unhealthy lifestyle practices. This semiotic interpretation is subliminally emphasised by your choice and composition of typography which distracts attention from your intended message.
Fourthly, exposing naked bodies are not acceptable to all cultural groupings of the world and since this project is aimed at a high-level international audience, your approach might be deemed as inappropriate by some groups.
Finally, your conceptual approach also opens doors to subtexts related to climate change, which distracts the attention of the viewer from your intended message.
• understanding of the issues reflected in the poster? As above.
• sense of internationalism and accessibility? As above.
Posted June 27, 2008
By Jacques Lange