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OUGD601: Practical Element // Synthesis

In my piece of writing, the extended critical analysis, the dissertation -  I explored ‘How has Consumerism Created and Exploited Masculinity’? The result of the essay, to summarise, was that men are severely affected by consumerism, especially in the sports nutrition industry. The urge to become more masculine is present within almost every heterosexual male - some of which turn to bodybuilding as a hobby, or a sport, as an outlet to grow themselves, to become the strongest version of themselves. In terms of their literal size, and their masculinity. Supplement companies exploit this by using a series of promotional tactics to lure men into purchasing their products. 

Supplement companies use fitness models, huge, lean models - often using anabolic steroids. Promoting the product, tying the supplement to their success. ‘If you take this you can look like me’ being the typical mantra. This implying isn’t the case. Through research and my own experience, I’ve learned that there is no quick fix or magic supplement which will enhance you. Supplements are used to fix deficiencies within the diet, such as a lack of protein. Or they are simply for convince, meal replacements. They will not make you massive. This means when fitness models endorse products, in a sense they are lying. In my practical element, I’ve decided not to use any models at all in the design or promotion. Promoting the product for it’s effects, what it’s used for and how it can benefit anyone. Keeping it simple, in an almost anti-consumerist fashion. 

Often packaging is designed in a very hyper-masculine manner, using bold, blocky typography and powerful patterns. Often abrasive design, attempting to look strong and powerful - similar to the goal of the consumer. In my design I’ve gone for a gender neutral colour scheme, greens and an off white, whilst also using two very clean san serif typefaces, Bebas Neue and Helvetica Neue. To avoid any overly masculine connotations. 

Essentially, removing all over-masculine, strong or powerful imagery from the designs, and promoting the products for it’s functions rather than the fabricated ‘results’.

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