m

1. MAIA BRIDGES
VISC 402 // FALL 2013
THE GRAPHIC IMPERATIVEPROCESS WORK
PATRICK DOOLEY
DESIGNER AS AUTHOR

2. PROJECT ASSIGNMENT
www.thegraphicimperative.org
For THE GRAPHIC IMPERATIVE assignment we
are to create advocacy posters in relation to current
events and organizations present today. The GRAPHIC
IMPERATIVE organization contains over 100 posters
from the past 40 years. The issues present cover a
wide range of issues but stems from one of the three
advocacy directions: Enviornmental, Social Justice, or
Peace.
The final product will consist of two posters: One type
based poster and one image based. These two posters
will be in congruence to a certain advocacy issue and
organization related to the issue.
Each poster will consist of:
1) Headline
2) Problem
3) Solution
4) Call to Action
“An advocacy poster is the manifestation of a charged social or
political idea designed to inform and illuminate, stimulate and
inspire, agitate and attack. When finely honed it
communicates without ambiguity,”
Steven Heller
Ode to Ink Saturated Paper

3. 03
ESSAY ANALYSIS
In his essay “Ode to Ink Saturated Paper” Steven Heller
discusses the importance of advocacy posters from
it’s past, present, and future roles in our environment.
He defines an advocacy poster as a tool for ideas to
“inform and illuminate, stimulate and inspire, agitate
and attack,” making a poster more than just a message
scribbled on paper. Posters are also the “ultimate
graphic imperative to propagate a message” in Heller’s
mind. He describes the role in which posters were used
in history such as the Vietnam War and Pro-Choice/
Life issues. Heller argues that these posters will still be
in our future despite technological advances in social
media. The web may be cheaper and more easily
accessible to a larger group of individuals but they lack
the stop sign impact that a poster uses to grab and
demand an action.
I agree with most of Heller’s points. I think posters are
effective because they make you stop, look, think, and
act . You could take something away from it. It may be
a desire to act or just a passing thought but the poster
achieved its goal: to make you aware. What would
appeal more to a person; an email in their inbox or a
poster near their daily route? To me, an effective poster
would allow the viewer to question the meaning or call
to action behind it.
Whereas Heller praises the print medium, Carol A.
Wells calls for an end to printed posters as the main
form of awareness in her essay “Why the Poster in the
Internet Age?” The Internet is a far better and faster
tool to communicate to the masses. A poster can only
be produced so much and used in a very localized area.
She explains that using social media can band together
more people around the around quicker to create a
larger stand against a social issue. She explains that
posters are not necessarily a bad way to promote an
idea but it is not as effective as using email or websites.
I would have to disagree with Well’s stance on the
importance of posters. Personally I feel that posters
have more power than anything I read on social media
sites. I receive daily asking for donations. Posters
do not jump out and force you to look at them as I
feel some websites do. Advocacy posters are meant
to appeal to you emotionally or mentally and if the
viewer doesn’t understand the meaning, it makes the
message more appealing once it is understood. Posters
have more emotion that can not be seen in an email
or twitter post. Videos are an effective way to show
messages but not everyone can view it. Posters can
show meaning without saying anything, making it more
communicable to those without internet, education, or
means of access.
HELLER WELLS

4. AND OUR WORLD IS STILL ALIVE
AMINIAM ,TAHAMTAN
IRAN, 2002
ISSUE: SMOKING
No matter the language, I believe anyone
could identify the cigarette in this poster.
However, I think some people who do not
understand Arabic might consider this as a
pro-smoking poster because the meaning is
in the words. As the viewer reads down, the
words become more extreme starting with
Agony and ending with Fatal. It would be a
good global campaign if they mass produced
in different languages.
POSTER ANALYSIS 01

5. 05
WAVE OF PEACE
MAGLEBY, MCRAY
USA, 1985
ISSUE: PEACE
This poster tries to tie in traditional japanese
art with a symbol of peace, the dove. If I
were to look at this poster, at first glance
I would think it was created by an artist in
Japan and it advocated peace, but that’s it.
I don’t see any real tie-in to the bombing of
Hiroshima. I think it could have added a lit-
tle bit more detail. I also think the headline
“PEACE” doesn’t really do much to help the
poster’s meaning. Doves are automatically
associated with peace.
POSTER ANALYSIS 02

6. LIFE SAVER:
INTERNATIONAL AIDS DAY
LEMEL, YOSSI
ISREAL, 1993
ISSUE: AIDS
I believe this is an extremely effective advocacy
poster for aids. Immediately I see a life saver
ring and even though they aren’t used often,
the viewer knows of the classical image and
it’s uses. After realizing its a condom, I made
the assumption the add was about birth control
until I read the bottom header. The viewer can
easily make the connection that condoms are
life savers because it can prevent the spread
of HIV/AIDS. It is also effective because it can
be used in many different contries in different
languages and the meaning probably wouldn’t
change too much.
POSTER ANALYSIS 03

7. 07
VICTORY
FUKUDA, SHIGEO
JAPAN, 1975
ISSUE: WAR
I immediately recognized the gun barrell and
bullet in this poster and thought about war. Not
just about winning but also about losing. Even
if the battle is considered a “victory” each side
loses so much it can also be considered a lost.
If I didn’t see the credits I wouldn’t have known
it was made in honor of Japan’s casualties in
1945. I think this poster is very powerful beca-
sue it can be applied to any war, in any country,
in any decade.
POSTER ANALYSIS 04

8. POSTER ANALYSIS 05
WE’LL NEVER FORGET
WOUNDED KNEE
THEMPTANDER, CHRISTER
SWEDEN, 1971
ISSUE: NATIVE RIGHTS
When I first glanced at this poster, all I could
see was a Native American behind bars. At a
second glance, I saw the American flag and un-
derstood the meaning right away. Natives being
oppressed in their own land by the American’s,
who stand for land of the free. I wouldn’t have
known it is in rememberence of the battle at
Wounded Knee but I think this is a great post-
er because it can be used for any Native suf-
fereage issue .

9. 09
POSTER ANALYSIS 06
BLACK POWER, WHITE
POWER
UNGERER, TOMI
USA, 1971
ISSUE: RACISM
Although I found the poster to be a bit crude,
the artist succesfully shows his meaning. Two
people, who look similiar except for skin color,
are each eating each other’s foot. I took this as
Black Power and White Power feed off of each
other. The only way to really stop the growth of
racism is to stop eating (or supressing) the other
side. Without the type I might have guessed the
meaning but it does help the viewer reach the
message quicker and more effectively.

11. 11
RESEARCH MATERIALS

12. RESEARCH 01
ORGANIZATION
OVERVIEW
Whale and Dolphin Conservation (WDC)
Mission Statement:
“To reduce, and ultimately, eliminate the continuing threats to cetaceans and
their habitats.To raise awareness of cetaceans and educate people about the
need to address the continuing threats to their welfare and survival,”
The Whale and Dolphin Conservation was established in 1987 and is now the
leading global charity dedicated to the conservation and welfare of all whales
and dolphins. The WDC’s main headquarters are located in Wiltshire, UK. It
also has other offices located in Argentina, Australia, Austria, Germany and
the USA.
“We are the world voice for the protection of these animals, creating pressure
to bring about change,”
They divide their work into three areas : Stop, Plan, and Protect in anyway
they can to help whales and dolphins around the world.

13. 13
AREAS OF ADVOCACY
RESEARCH 02
PROBLEM:
Whales are taken from their familes to be used as tourist attractions. The
living conditions and physical exersions at these parks cause them to die off
at an early age.
SOLUTION:
Stop the capture and training of killer whales at theme parks.
ACTION:
Boycotts on parks and demonstrations
PROBLEM:
Hunters use inhumane tactics to slaughter whales at sea by spearing them
and waiting for the animal to bleed out.
SOLUTION:
Finding better ways to ethically kill whales or stop it alltogether.
ACTION:
Demonstrations and donations to WDC
01 CAPTIVITY
02 WHALING

14. AREAS OF ADVOCACY
RESEARCH 03
PROBLEM:
Air, water, and noise pollution, caused by humans, kill off thousands of
whales and dolphins each year.
SOLUTION:
Reduce waste going into the ocean, updated technology for sonars/radarsd
ACTION:
Demonstrations and raising local awareness about pollution
PROBLEM:
Ships accidentally (or purposly) crash/ hit whales which causes injuries and
death.
SOLUTION:
Better and safer equiptment to deter ships from running into whales.
ACTION:
Demonstrations and donations for shipping companies.
03 POLLUTION
04 SHIP STRIKES

15. 15
AREAS OF ADVOCACY
RESEARCH 04
PROBLEM:
Whales are accidently caught in fishing nets. This can cause injuries and
death as they are carelessly tossed back out to sea.
SOLUTION:
Better equiptment for fisheries so less unwanted animals end up in the nets.
ACTION:
Fundraising; contacting local politicians for support
05 BYCATCH
TARGET DEMOGRAPHIC Animal-loving males or females, between the ages 10 and 50, who are
familiar with whale park attractions. These familes are the typical ones who
attend these parks. They are moderately inclined to participate boycotting or
raising awarness of whale and dolphin captivity.

16. PROFILE
RESEARCH 05
REFERENCES
Two parents; Multiple children
Dual Income Family
Average Income; Enough money for yearly family vacations
Pets; Concerned about animal welfare
Enviornmentally Concious
www.wdcs.org
http://en.wikipedia.org/wiki/Whale_and_Dolphin_Conservation_Society
http://www2.wdcs.org/hych/downloads/annualreview.pdf
http://www.cetaceanhabitat.org/

17. 17
VISUAL AUDIT

18. PROBLEM
RESEARCH 06
CONCEPT
STATEMENT
Killer Whale Captivity
Killer whales are captured and taken away from their families at a young
age. They are packed in tight with other whales in small tanks where
they can barely turn around much less swim. They are fed based on their
performance and punished when they do not perform correctly. Whales
in captivity have a shorter lifespan and are more likely to become sick in
these enviornments. Attractions, such as Sea World, has tried to cover
up these whales’ unhappiness and aggressive behaviors towards trainers
only until recently. Whales, as well as other animals, should not be kept
in captivity soley for the purpose of entertainment. They need to be back
into the wild and denying this basic right is wrong.

19. 19
TO SUGGEST
RESEARCH 07
Captivity01
Abuse
Injustice
Awareness
Cruel
Boycott
Death
Attacks
Neglect
Shame
Punishment02
Separation
Loneliness
Hurt
Killer
Health
Crime
Slavery
Killings
Power
Sponser
Evil
Profit
Expose
Protest
Fun
Wild
Boycott
Death
Aggressive
Neglect
Anxiety
Underfed
Amusement Parks03
Dirty
Exploit
Training
Justice
Hate
Cover-up04
Hide
Ignore
Problems
Regulations05
01 Captivity - the state or period of being held, imprisoned, enslaved, or confined.
02 Punishment - severe handling or treatment.
03 Amusement Parks - is a group of entertainment attractions, rides, and other events in a location for the
enjoyment of large numbers of people
04 Cover-up - any action, stratagem, or other means of concealing or preventing investigation or exposure.
05 Regulations - a law, rule, or other order prescribed by authority, especially to regulate conduct.

20. HEADLINES
RESEARCH 08
44 Killer whale deaths
that were caused by inadequate living conditions in captivity. Who’s the real killer now?
106 attacks; 4 deaths
Do you think they’re angry?
4 Human deaths; 44 Orca deaths
Pull the Plug
on killer whale captivity.
Drain the Tank
and free 129 captive whales.
Empty the Tank
and see what whale entertainment industries are hiding.
Killer Controversy
Killer Industry
Who is the real Killer?
A tank is not the ocean.
Killer whales or Killer Humans
Hundreds of killer whales die prematurely in captivity. Who’s the real killer?

21. 21
PROBLEM
RESEARCH 09
Orca’s have been recently put on the endagered list.
Kept it small concrete tanks.
Captured and taken away from their mothers.
Capture has caused dwindiling numbers of Southern Killer Whales
Killer whales can travel up to 100 miles per day. Why contain them in a 48 foot
concrete cage?
Because of their living conditions, these stressed whales have been attacking other
whales as well as humans.
SOLUTION
ACTION
Stop the capture of young wild orcas.
Stop caging orcas at theme parks.
Up the park regulations.
Boycott these attractions.
Raise awarness about this abuse.
Donate/ Join the fight.
Learn more at WDC.org

22. MOOD BOARD

23. 23
WDC
WHALE AND DOLPHIN CONSERVATION
{

24. 08/27
CLASS NOTES 01
Review of Advocacy Posters
Discussion of what makes a powerful poster
Type of Poster to choose:
-Enviornmental/Ethical
Start thinking of possible poster ideas:
-Whale Captivity
-Dolphin Slaughter
Group Discussion on Powerful Posters
What works/ doesnt work?
Pick an Organization:
-The Dolphin and Whale Conservation
Talk About Organization in Group
Decide which issue to follow:
-Killer Whale Captivity in Theme Parks
Actions to take? Boycotts?
Positive or Negative Persuasion?
+Unify others
-shock into action
Discuss and Review Concept Statements
Too Much Info?
Narrow Down: Headline, Problem, Solution, and Action
08/29
09/03
09/05

25. 25
09/10
CLASS NOTES 02
Discuss 15 Typgraphic Posters and 10 Image Posters
What works?
Is there a Problem-Solution-Action?
-Hierarchy
-Headlines
Poster Notes:
-Fish Bowl sucks
-TEXTURES
-KILLER SHOW works best for image
-48 ft ocean for type
-Add Puppeter sticks
-Hand?
Talk in Class about Posters and Choose 2 Concepts
Think about Type Only posters
-Make it “feel and think” together
-Color, Texture, and Symbol
Poster Notes:
-Fix Hand Vector
-Too Much Rope?
-Eye?
09/12

26. 09/19
CLASS NOTES 03
Talk About Organization in Group
Decide which issue to follow:
-Killer Whale Captivity in Theme Parks
Actions to take? Boycotts?
Positive or Negative Persuasion?
+Unify others
-shock into action
Poster Notes:
-Type-sucks
-Need to Make the type DO WHAT IT MEANS
-Background shouldn’t be red (Try Blue)
Discuss Class Posters In Groups
Do the Posters Have Everything?
-Problem
-Solution
-Action
Poster Notes:
-More ropes = better
-Take out the eye
-Red is too bold
-Add tail to Type poster
09/26

27. 27

29. 29
DESIGN DEVELOPMENT

31. 31

33. 33

35. 35

37. 37

39. 39

41. 41

43. 43
FINALS

44. HEADER KILLER SHOW
-Who’s the real killer now?
Whales in captivity are forced by theme parks to perform tricks
in order to recieve food. Many die from infectoins or aggressive
attacks from other whales.
Learn what you can do to shut down these parks
at www.wdc.org.
PROBLEM
SOLUTION
+ ACTION
IMAGE BASED

45. 45

46. TYPE BASED
HEADER 48 FT OCEAN
Killer whales can travel up to 100 miles a day in the ocean
Captive whales are placed in a concrete pool only 48 ft. wide.
Do your part and stop killer whale captivity.
Join the fight at www.wdc.org.
PROBLEM
SOLUTION
+ ACTION

47. 47

49. 49
REFLECTIONS

50. DESIGN
DEVELOPMENT
I feel that the most effective way for a poster to be read is through empathy and
shocking information. I knew I wanted a clean bold typeface in accordance to the
message I was using. Initially, I wanted to use gory images to see the true abuse
of the killer whales but instead I focused on the entrapment and confinement they
undergo. I decided to use bright blue colors to match their wildlife surroundings and
a bright red which is associated with pain and blood.
INVOLVEMENT Earlier, before the project was assigned, I was shocked as I watched the documentary
BLACK FISH on killer whale captivity. From the beginning I knew which issue I
wanted to address but I didn’t realize how much I could learn from the process
and reaserch involved. There are many groups dedicated to the abuse of animals,
especially marine wildlife. I wanted my viewers to see and understand the
imporatance of my issue against whale captivity which is why I felt so passionate
towards this project.

51. 51
PROBLEMS/
SOLUTIONS
It was hard in the beginning to create my PROBLEM/SOLUTION/ACTIONS because
I had many issues I wanted to address in my poster. Not many people are well
knowledged in this issue and I wanted them to know everything. I eventually
narrowed them down enough for the viewer to completely understand the issue
at hand. Another problem was trying to visually show the viewer captivity without
images. Through both my type and image poster I belive I effectively showed the
viewer that: 1. Killer whale captivity is wrong, and 2. We need to put an end to the
abuse thsese animals face.

53. 53
FIN