Zine Remix Brief Report

N0864013

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I have chosen to do the zine project for this remix brief for a few reasons, I found it the most creatively freeing and interesting project of this year so far. My interests lie in creating work where I can combine creative and analytical writing with artistic experimentation, both physical and digitalthis brief allows me to do so. My strengths lie in thinking of concepts and translating them into real life ideas, my issue lies in sometimes having too much ambition for a time limit so will need to find a balance between the two.

The Girls Guide to Drug Safety: After the Pandemic Zine was a successful venture into self-publication, we got positive feedback about the aesthetic, content and links that it had to the brand. I think that as a team, we could have worked better to balance the workload as some of us put in more than others so I am excited to have full creative and quality control this time around. I believe that the style was consistent throughout and that is something I want to bring into this brief. I feel that I excel most at connecting with an audience, realising their pleasures and appealing to them visually, through concept and content.

During the pandemic, I have been forced to adapt to a different lifestyle, and ways of working: taking the Myers Briggs assessment recently, I have moved from mediator to campaigner. I think I have taken a more authorial role in work as I have had to have more trust opinions in and outside of work. I think one thing I do need to keep track of is that I should be working holistically rather than having an idea and running with it, I should consider multiple paths in order to get the best outcomes.

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STRENGHTS FROM FEEDBACK Good primary research questions

Visually striking and educational

Cohesive

Important topic and relevant

WEAKNESSES FROM FEEDBACK:

Presentation order

Remember critical path

Link appropriate sites and sources

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see apendix 8 8

I think that for the secondary research, we helped ourselves immensely by getting a good understanding of the brand, their aesthetic, what they stood for and what protest means for the brand. This helps me have a starting point for doing it again. We could have found out more about the female consumer base by speaking to them directly instead of just speaking to women around the age we wanted to target. In order to get an understanding of why there is a gap in the brand’s audience for younger females, I need to find out what makes women either interested or uninterested in being part of their community.

The primary research we did was a good starting point, I think that we could have got more examples. We got images of the visuals that interest the audience and the questionnaire was in-depth, we got some great insights including honest opinions and anecdotal evidence of drug usage in the community. In order to provide helpful information, we need honesty. .

All of the concepts that we came up with were interesting and good for the audience but 2/3 were uninformed with little evidence supporting them- I want all of my concepts to (a) be based from a predecided idea statement and (b) to be backed up with evidence to support their validity.

These are the moodboards I gathered for both the chosen concept and first impressions of the word protest. The chosen concept board is a good reflection of the work I ended up producing and was useful in helping me establish a visual connection to the idea I had. It helped me make decisions as to what imagery and styles worked within the final product.

I will use boards in this project to help make decisions early on to increase my workflow. The protest board helped to combine visual and contextual research on the idea and aesthetic of protest in relation to the brand and its audience’s interests. .

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People (especially young people) are used to a quick stream of information, so synthesising it into interesting and fun bitesize bits of information is better

Social media is the easiest, cheapest and most effective way to contact people, the younger the better

When presented with sensitive information in a visually fun way they are more inclined to get to the end of the information

When talking about explicit topics, using an informal and welcoming tone, it makes people more open to sharing personal experiences

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Young women are big activists for women’s rights, more so than older generations

see apendix for justifications

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TSPTR as a brand channel the history of American counterculture, they do this through intertextual references to music, politics, pop culture and different subcultures. While there is a distinct message of inclusion and togetherness-the catalogue of items and brand personality seems to be aimed at a more masculine audience.

Women can obviously take on a more masculine personality, but with a growing female consumer base, TSPTR are failing to appeal to them all.

There is a certain sport-like aesthetic that is consistent throughout the products and styles offered which is reflective of the brand personality.

The designs and overall aura of the brand is classic Americana, with a clear inspiration from the 70’s and 80’s with a modern I asked 20 people (10 men and 10 women between the ages of 15-35) for some words they used to describe the brand, they included: fun, multi-purpose, comfortable, plain, trendy and somewhat edgy. .

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[1]

TSPTR Brand Americana & Counterculture Nostalgia, Protest & Comfort Branded Content, Fashion Staples & Reasonable Price Canvas & Denim, Quality & Community fig 5 15 15

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Counterc referen humo Named after US Western film star

Part of the US Army uniform from WWI & WW2

Possible M referen

Tiger army camoflague pattern.

The army’s harmful reputation of misogynistic behaviour [4] and the brand’s usage of the aesthetic may be a deterrent for women being interested in the brand

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culture ncial our

Manson nce

Link to Vietnam War Tongue and cheek humour

Use of branding with drug culture reference American iconography

Usage of popular cartoons is appealing to both a male and female audience, mascots humanise a brand and references to childhood instils comfort.

[5]

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Branded Collaborations Classic style Range of product types Applealing to subcultures Online Store Wide size range Marketing Expansion of brand

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Lack of Online Presence Male Orientated styles “Plain� styles Limited gender market differenciation Other brands using the same branded content Fast fashion brands No physical stores

Their online presence is apparent with 28.3k Instagram followers but overall there is only a 1.12% average engagement rate on their posts [2], which is only 0.10% less than the average follower engagement per Instagram account [3].

But in order for a brand to flourish, they need to do better than average. Especially in the age of web 2.0 (arguably web 3.0), it is important for user-generated content to not get lost in the crowd- a wide net needs to be cast in order to be seen. Private curation of our own media makes it easier for uninteresting or repeated imagery to get lost. Not to mention their Twitter account being inactive since 2015- a revival is due.

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To the point bio: so the audience understands the brand fundamentally

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INSTAGRAM FEED

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Present but limited representation of women wearing the TSPTR branded clothes.

Same female model used repeatedly on site and social media

Consistent earth tones throughout feed- each with pops of colour to promote the clothes.

Monochromatic palettes to split up the sections of colourgrounding the brand in it’s ‘vintage’ appeal

Use of vintage photos to reflect brand imagenostalgia marketing.

Equal balance of posts promoting the brands catalogue and longform educational posts- every 4-5 posts is informational - creating shared knowledge with the consumer to help shape personal connection through interests

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A larger brand who’s online personality is similar to TSPTR is Patagonia, their posts are based on activism and balance a duality of marketing their products and raising awareness for their ideologies through educational content. Patagonia’s social presence is much larger (mostly in part to their real-world fame) but also because every few posts, one has more activity than the rest- this is because it is relatable and shareable. The most cost-effective and useful form of advertising is word of mouth says 64% of marketing executives, [6] the modern-day equivalent to this is a retweet or an Instagram story mention.

Creating more shareable posts that utilise their audience’s interests help raise awareness and establish a personal connection with the brand.

Patagonia has a much bigger and varied following than TSPTR so it is difficult to compare. A brand with a similar Americana style but a more realised personality and similar follower base are Golf Le Fleur. With 190k followers and an 8.89% engagement rating (over 7x the average account engagement), they have a different social media approach.

It comes down to realising what the audience of the brand is most interested in and appealing to audience pleasures. .

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Equal mix of ethics and product promotion Range of interesting visuals: Videos, Photographs and Multiples Varied colour palette Follower created content on brand’s page

There are some things that TSPTR could learn from these brands about improving their online presence. Creating more shareable bitesize content mixed with education on brand ethics

Limited captions- to the point Strong block pastel colour pallete Face of the brand on the brand’s page Photos abide to a certain style, equally artistic and promotion

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Less selfie based contenttravel and work to show what they’re up to without the vanity of social media

Not overly obsessed with filters and makeup, more of a natural and unedited style of posts and appearence

Roller skates, goes with their consistent colour scheme- and ‘retro’ style. Shows more of their style and interests.

Snoopy tote bag, showing their interest in cartoons and fashion staple items

Photos of their vegetarian, healthy food to show their followers what they’re eating

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This is an example social media feed of a woman TSPTR should be aiming towards, this evidence is compiled from women’s feeds that interact with the page, whether that’s through likes or comments.

Sharing what sort of books they are reading- ‘Sneaker of the Year’. Interested in the nuances of fashion.

Travel- classic plane wing photo: shows they want people to know about their journeys abroad

Photos of their idols ( Sonny and Cher) from their early life (or before) to show their inspirations and to fit their conent posting

Photos of their favourite feminist and blaxploitation films and art (Foxy Brown) showing their suport for the industry and aesthetics that come with it

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see apendix for justifications

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YOUNG FASHIONABLE CREATIVE Based in a rural area but loves the city when she’s not at home she enjoys travelling around the world- documenting on her Instagram Environmentally conscious- doing veganuary and tries her best to be vegetarian Creatively inclined- loves art, both creating and collecting it.

Watches old cartoons to pass time like tom and jerry, snoopy, mickey mouse and looney tunes Dresses typically in unisex clothing- but has a feminine side Plant mum Ellen’s favourite drink is whiskey Dog mum to her golden retriever Women’s rights activist Reads a book a month, favourite authors include George Orwell, Florence Given and Stephen King Loves horror movies directed by women Sells custom screen printed totes Falls asleep to a podcast everynight

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Alice Spence, 20

I asked some of the people surveyed to send pictures of their bedroom, I wanted to see what sort of visual interests the audience has, but also to use Barthes theory of semiotics to draw an educated assumption as to what type of people TSPTR should be appealing to. The lens model below by Brunswik demonstrates the link between someone’s bedroom and its signifiers.

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This model shows that much can be learned from people, only by judging the spaces they inhabit. The spaces are reflective of who they are as people- or how they choose to present themselves

[7]

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“Interactionist theories (Buss, 1987; Snyder & Ickes, 1985; Swann, 1987) suggest that individuals select and create their social environments (e.g., friendships, social activities) to match and reinforce their dispositions, preferences, attitudes, and selfviews...”

“An organized desk (Cue 1) will promote accuracy because it is both utilized and valid� [7]

Self directed identity claims - stuffed animals points to someone being sentimental [8]

Psychedellic visuals, tessellated onto the wall. A mix of new and old interests (e.g Tame Impala & Foals to The Rolling Stones & Bowie. The motifs tell us explicit information about listening habits fig 20 29 29

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Kate Smallwood, 23

Posters help provide an insight into what sort of music they listen to, we can draw further conclusions from the typical fans of the UK rap and grime scene

Playboy clock: interested in the playboy aesthetic and incorporates that love into a function with the ue of a clock on the desk

Zine on Art and Queer Identitymirroring specifc consumer interests and self identity.

More Gen Z based topic. Part of exformer psychographic [9] Rabbit mug: on display in room, and paired with the animal themed objects shows the sentimetal meaning surpasses its objective worth

Hello Kitty bag, matches the nostalgic Playboy and Bratz motif. She says “ I just love the way these products make me feel�

Cat food is clear signifier of pets, there is a correlation with having a pet and stress reduction and comfort [10]

The brains association with candlelight and being relaxed is scientifically proven and used in spas and other places made to relax

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I asked 10 women ages 17-27 what is something they wish they were taught in school, I asked via online poll to make sure participants use a system 2 thinking method- it’s important for my zine to be educational so I wanted honest answers. 60% of the answers are based around sexual education. Gen Z and millenials are more sex positive due to many things like to the availability of information on web 2.0

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fig 23 FULL SURVEY IN APPENDIX* 34 34

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NO YES

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YES YES NO

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YES

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The answers from the questions asked have helped me to conclude that sexual health and education is something that is at the forefront of things that need reforming in order to fit a more modern mindset. Mostly taught from school and pornography, the harmful narrative porn gives off is something that needs addressing. Especially since 50% of those interviewed have found no use from the education they’ve received. People seemed to have just been told the basics and had issue with the information being very minimal and inherently misogynistic. With 85.7% saying they could learn more about sex it provides justification for the zine. There is lots of information girls believe young women should be taught including female pleasure and more than just heterosexual education. Sexual education is disproportionately catered to straight males and needs a modern revamp for women, its a right. It’s also appropriately fitting with the girl’s guide to drug safety as it prides itself on being focused on practising safety rather than being a deterrent for the inevitable.

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Moan is a safe space and a judgement-free zone for experiences, fantasies, fetishes and issues to be discussed within the community openly.

We aim to inspire women to take control of their sexual fantasies and needs; to be turned on by their own existence and to be their own experts

The zine is full of illustrations, and anecdotal experiences from women around the globe. In the age of social media we are used to getting our information both from each other (online) and very visual sources- so sharing information through these forms is essential to capture the attention of the younger generation who have become adept to using social media as their informational outlets. But I need to do this through physical form rather than digital.

Being a young person talking to other young people about issues gives you objective, emotional and embodied culture capital to a certain degree so the messages delivered are a preferred reading according to theory by Stuart Hall. But because I am writing from the male perspective for women, anecdotes from people similar to the audience are a way to connect to them.

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[12] I went to a school where sex-ed could only be considered a luxury because we rarely ever had it. So, we grew up knowing so little about sex and how it works, but simultaneously were also exposed to so much media that’s constantly fetishizing sex and telling us it is something to aspire to and is everywhere. I mean that has definitely led to a major imbalance with regard to how we perceive sex on a daily basis

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A parody of sorts based on sexual education, written by Indian artists Priyanka Paul and Rushil Bhatnagar who realised the discourse on sex in India isn’t what it should beits a topic often shied away from and the youth are forced to learn through the unrealistic expectations of porn [6]. BEDx Talks uses its intertextual reference to pop culture and humour to introduce people to the serious tips people should know about sex such as how to apply a condom and contraception information. The visuals are very interesting and unique, this makes it very shareable and memorable, especially for a gen z/ millennial target audience- the most important part about an informational zine like this is that people remember and find usefulness in the information shared.

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IT’S SO FUNNY AND I REALLY LIK AND VISUALS. IT FITS WELL FOR AUDIENCE BUT IT’S ACTUALLY R FOR EVERYONE. THE VISUALS A LIKE HOW ITS NOT QUITE LIKE A

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THEY’RE BOTH VER WHAT THEY WANT T THEY’RE NOT TRY BUT IT’S INFORMA TAUGHT A IT MAKES ME MOR

I LIKE HOW ITS MADE BY WOMEN, NICE TO HAVE THE PERSPECTIVE DON’T REALLY GET TO TALK ABO ALSO LOVE THE DRAWINGS SO MU COOL TOO

KE THE COLOURS R THE INDIAN REALLY REVELANT ARE IMPORTANT. I A SCHOOL LESSON

[13]

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RY GOOD AT GETTING ACROSS TO GET ACROSS. IT’S GOOD HOW YING TO PREACH ABSTINANCE, ATION YOU DON’T USUALLY GET ABOUT THAT NEEDS TO BE SAID. RE INTERESTED BECAUSE ITS INFORMAL

, FOR WOMEN. IT’S E THAT WE STILL OUT THAT MUCH. I UCH. THE SITE IS

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A LOT OF PEOPLE ARE DISATISFIED WITH THE MISOGYNISTIC AND UNDERWHELMING SEXUAL EDUCATION THEY HAVE RECEIVED THUS FAR IN THEIR LIVES

TSPTR USE AMERICAN CULTURE AND NOSTALGIA MARKETING TO SELL THEIR BRAND TO THEIR AUDIENCE

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ZINES MORE ELEM CA ATT TH A ILLU AN

PEOPL INTERES BRANDS FOLLOW T IDEOLOG THEM. W RIGHT VERY C IDEOLO COUR

S THAT HAVE E OF A VISUAL MNT TO THEM, APTURE THE TENTION OF HE TARGET AUDIENCE. USTRATIONS ND PHOTOS

LE ARE STED IN S THAT THE SAME GIES AS WOMEN’S TS IS A COMMON OGY (OF RSE)

CREATING MORE SHAREABLE CONTENT ONLINE IS A GOOD WAY TO TARGET THE YOUNGER AUDIENCES WHO SPEND THEIR TIME ONLINE. ONLINE PRESENCE HELPS TRANSLATE INTO REAL LIFE SUCCESS

INFORMAL ADDRESS IS MORE APPEALING AND REMOVES A LOT OF THE SERIOUSNESS SURROUNDING THE TOPIC

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GIRLS GUIDE CONTINUATION This concept is a continuation of sorts from the Girls Guide, but with the focus shifted away from drug safety, I thought this concept was interesting and easier as there is a pre-decided, tried and tested visual language.

The pink motif is the main thing that is carried across with the very vivid visuals and a focus on important info over masses of text.

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QUOTES FOR THE GIRLS A zine full of quotes, and illustrations to push across essential and useful information but in a digestible and shareable medium. A colourful and visually interesting style that changes from page to page hopefully appealing to every type of person at least once or twice throughout. The paper could have perforated edges so that they can be torn out and hung around the consumers room

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LOVE YOURSELF AND OTHERS A hybrid of a teenage scrapbook and an ambiguously dated vintage porn magazine. Appealing to the nostalgia marketing that TSPTR have built their brand on while keeping it contextually relevant to the contents of the zine.

Infographic and image based, with information and interactive elements the consumer can write on and share. A mix of illustrated pieces and photographed imagery with an informal tone

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GIRLS GUIDE TO LOVING YOURSELF AND OTHERS I decided to go with a mix of concept 1 and 3. I believe that the Girls Guide concept that was already a tried and tested method of communication that had more positive than negative feedback so incorporating features from that in a brand new context would be interesting to see. I think that with the scrapbooking/ magazine elements from the third concept would make for a more elevated aesthetic overall that is fitting for the theme, brand and context of zines themselves.

The mood boards seem to compliment each other very well- the pink motif and printed appearance are all elements that are fitting for the final outcome, appealing to the audience and drawing them toward the brand.

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I like the logo in an elipse, looks similar to other book publishing companies

Hard to read font, fits with the audience’s phychedellic visual interests, but not so readable Mascot Theory: appealing to an audience by having human- like characters

Darker more striking pink colour works better than the muted pink

Decided to remove because it is not exclusivley sex ed, cuts out a larger potential audience

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Heart shaped negative space

Collage text aesthetics fig 37

TSPTR branded badge featured on front, to show duality of mindsets before and after reading

TSPTR logo, revamped to look like an old book publishing logo

Military imagery, mixed with humour, reflective of the brand still 63

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Link to the TSPTR instagram which is an underused platfrom from the brand- drawing attention to it.

Scrap book aesthetic to give the handmade look- “The overall purpose of using collages in the design process is to bring together visual elements to explore their commonalities�

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Mascot imageryproviding comic relief and context with the sexual and scrapbook theme.

Linking to mascot theory [5]

Block pink throughout to connect the current zine ot the last ‘Girls Guide’

80’s playboy issues to link in with the brands time period personality and provide context for the rest of the zine.

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Separated into sections to segment experience and encourage stopping and going

More overt link to the protest theme

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Vintage images from Mayfair issues to further link to the theme as well as era the brand places it’s inspiration in.

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Sense of movement, shadows and use of lense flares to add three dimensionality

Avoidance of full frontal anatomy, or boring skippable diagrams, but still accurate representation

Condom imagery to instil the thought of safety in the mind of the viewer from the beginning 68

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Mix of informational content and captions with personalityproviding connection to audience (humour is easy way to connect)

Comforting message to let young women from every viewpoint so the message is percieved positivley 69

Link to previous page, continuity

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Another not explicit or boring diagram- but still relevant information

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Frequent nature imagery to appeal to the ‘plant moms’ that take up the audience as well as providing a yonic reference throughout

Further imagery of protection to further instil the message 74

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Link to the imagery of the last zine but elevated and used a storytelling device

Distrupting the flow of the zine, making the viewer more interested to see where it is going 75

Use of badges, not TSPTR but very relevant to read. Adds further three dimensonality

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Edited for all lights to be in, to show there is no right answer, only right timing.

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Hand writing font to make it feel more personal and intimate 77

Alternative terminology

Link to female sexual health educational outlet

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Inoffensive imagery relating to the topic and the brand as well as linking to the previous zine establishing itself as a series

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Hnadwritten notes to add personal touch and reassurance to the captions

Facts that aren’t taught in school that are fun and useful

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Tear away paper in order to make it a shareable and resource you can bring about without the rest of the book

Space to fill in and spend more time with the zine. The more time they spend with the zine the more they will remember it

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Continuation of the collge/ handmade style fig 43

Dogs to appeal to the ‘Dog mums’ that make up the audience. Shared interest 81

Scratched out to signify the view of the brand being that they are not accepting the misogynistic behaviours and labelling displayed

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TSPTR logo, in noticable and different fomat, on a poster that would look good in any room as a form of protest

Positive message on poster with tearable paper and colours of the zine to provide a link outside of the context of the booklet itself 83

TSPTR badge, with sexual connotations in this context.

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Male and female condom along with other contraception to show the multiple ways you can protect yoirself

Doodles to bring it back to its lighthearted handmade feel- but also to appealing to mascot theory [10].

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War torn looking environment, to add dimensionality and linking with the TSPTR war focus.

Also mirroring the destruction of not being safe, using the double meaning of the word.

Poster to further show what this section is about, in a more subtle and interesting way 86

Reccomendations from survey on what contraceptives worked best for them- annecdotal experience

Clarification that these are not the only forms of contraception, and that everyone is very different but insight is necessary

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QR code linking straight to extensive professional information, removing the brands respoinsibility to an extent, while still being helpful to audience

Establishing itself as a fashion brand that wants to help, and not medical advice helpline 88

Sticker made from advice on the survey, but also linking with the imagery throughout the zine

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TSPTR logo, in all different colours, spreading the word of the brand

Stickers linking to the images that have been featured in the zine. So when viewed outside of the magazine it gives a mental link

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Incentivises turning the page and finishing the zine staert to finish

Email to increase viwer created content to make the zine both more personal and appealing to the audience 90

Linking to route to consumer, which provides good link to the audience and their interests

US vietnam war air vehicle tie the aesthetics together that usually wouldn’t fit the brand

Covering more LGBTQ+ representation for an under represented audience

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Activity to do with or without the podcast, the point is to get the audience to spend time with the publication

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Tearable paper sheet

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Back of activity, double sided use when torn out, promotes the podcast on both sides

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Cyclical appearance of hand mascot, at start and end to close and open the zine

Promotion for the next issue 95

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I am happy with the work that I’ve done with the zine, it is a successful continuation of the original concept as well as a sound original idea.

I feel that the feedback I got from the last project the feedback was responded to well and I tried to maintain a cohesive style throughout. Although it was all connected and similar I think each page was unique and interesting enough to provide a positive viewing experience. I think some improvements that have been made is a more realised personality and visual tone from the previous Girls Guide along with a more informational yet interactive layout encouraging sharing and displaying parts of the zine itself.

I wanted to make sure that the aesthetic would fit into the bedroom of the audience, I did that by making the zine a reflection of the audience itself while trying to teach them something new. The use of including the podcast as an element in the publication itself helps to extend the time the viewer spends with the product, even outside of the context of reading it, by being given activities and links to outside media diversifies their experience with the brand and create a multifaceted entertainment outlet they can turn to in times of need.

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The Girls Guide podcast that was established in the previous publishing brief has been continued and added on in this zine. Stickers and badges available could be QR and Spotify codes linking to the show. Having the advertising for the podcast be so portable, versatile, cheap and vague it entices random people to scan the codes when they see them no matter where they are stuck especially considering all smartphones nowadays are fitted with native technology for scanning these codes.

Badges are a cost-effective form of protest, the idea for TSPTR to have limited edition badges to come with the zine that the audience can wear to show their solidarity to the cause and to wear the brand logo The route to the consumer would have to be tailored to specifically cater to the younger audience TSPTR are trying to appeal to. The ‘digital generation’ who spend so much time on their phone needs to be targeted through those means. My first proposal is that TSPTR revives their social media channels. Youtube is a perfect outlet to place video podcasts and reap the profits from. Snapchat and Twitter along with Tiktok are important ways to attract a younger audience. Creative posts that fit the format of the apps help expand the market depending on where they are being targeted.

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REFERENCES [1] (Self Conducted survey) 1/1/21 [2] (Unknown), Influencer Tools Available at: https://app.influencermarketinghub.com/tools/instagram (Accessed on 20/12/20) [3] (Agorapulse), Engagement Rate, Available at: https://www.agorapulse.com/blog/instagramengagement-rates (Accessed on 20/12/20) [4] (Lauren Katzenberg)Women in the Army, Available at: https://www.nytimes.com/2019/03/08/ magazine/women-military-stories.html (Accessed on 23/12/20) [5] Wong, Simone. (2017). Yuru-kyara and Mascot Characters: Cute Aesthetics and the Empathic Effect of Kawaii in Japanese Commercials (read zz on 1/1/21) [6] (Kalid Saleh)Word of Mouth Marketing, Available at: https://www.invespcro.com/blog/word-ofmouth-marketing (Accessed on 4/1/21) [7] (Gosling, S.D., Ko, S.J., Mannarelli, T. and Morris, M.E). (2002). A room with a cue: Personality judgments based on offices and bedrooms. Journal of Personality and Social Psychology, 82(3), pp.379–398 [8] (Gosling, S.D., Ko, S.J., Mannarelli, T. and Morris, M.E). (2002). A room with a cue: Personality judgments based on offices and bedrooms. Journal of Personality and Social Psychology, 82(3), pp.3 [9] (Francis, T. and Hoefel, F.)(2018). “True Gen”: Generation Z and its implications for companies. [online] McKinsey & Company. Available at: https://www.mckinsey.com/industries/consumer-packaged-goods/ our-insights/true-gen-generation-z-and-its-implications-for-companies (Accessed on 6/1/21) [10] .

(Allen K). Are Pets a Healthy Pleasure? The Influence of Pets on Blood Pressure. Current Directions in Psychological Science. 2003;12(6):236-239 [11] (Moan Zine) Available: https://www.moanzine.com/home ( Accessed on 7/1/21) [12] (BedX Talks Zine) Available at: https://shop.artwhoring.com/product/bedx-talks-zine-pre-order/ (Accessed on 8/1/21) [13]-[15] (Self Conducted survey) 7/1/21

ILLUSTRATIONS [1] Own Image [2] Own Image [3] Own Image [4] Own Image [5]- [9] (TSPTR) Available at: https//tsptr.com/ (accessed on 1/1/21) [10]-[11] (TSPTR) 2020 Avaibable at https://www.instagram.com/tsptr/?hl=en (Accessed on 4/1/21) [12]( Patagonia) 2020 Avaibable at :https://www.reddit.com/r/vectorart/comments/patagonia_logo/ (Accessed on 4/1/21) [13] (GOLF) 2019 Available at: https://www.amazon.com/Fleur-Creator-Sticker-Window-Bumper/dp/ B07GRMS885 (Accessed on 4/1/21) [14] Own Image [15] (Patagonia) 2021 Available at: https://www.instagram.com/patagonia/ ( Accessed on 5/1/21) [16] (Golf) 2021 Available at: https://www.instagram.com/patagonia/ ( Accessed on 5/1/21) [17] Own Image [18] (Unknown) available at: https://www.instagram.com/thundergirlcity/ (Accessed on 5/1/21) [19] (Gosling, S.D., Ko, S.J., Mannarelli, T. and Morris, M.E). (2002). A room with a cue: Personality judgments based on offices and bedrooms. Journal of Personality and Social Psychology, 82(3), pp.379–398 [20] -[25] Own Image [26] (Moan Zine) Available: https://www.moanzine.com/home ( Accessed on 7/1/21) [27] (BedX Talks Zine) Available at: https://shop.artwhoring.com/product/bedx-talks-zine-pre-order/ (Accessed on 8/1/21) [28] (Alice Spence) Available at: https://www.instagram.com/alc_spen/ (Accessed on 9/1/21) [29] (Demi-Leigh Holmes) Available at: https://www.instagram.com/demiholmesss/ (Accessed on 9/1/21) [30] (Chloe Milne) Available at: https://www.instagram.com/_chloemilne/ (Accessed on 9/1/21) [31]-[51] Own Image 100

BIBLIOGRAPHY [1] (Self Conducted survey) 1/1/21 [2] (Unknown), Influencer Tools Available at: https://app.influencermarketinghub.com/tools/instagram (Accessed on 20/12/20) [3] (Agorapulse), Engagement Rate, Available at: https://www.agorapulse.com/blog/instagramengagement-rates (Accessed on 20/12/20) [4] (Lauren Katzenberg)Women in the Army, Available at: https://www.nytimes.com/2019/03/08/ magazine/women-military-stories.html (Accessed on 23/12/20) [5] Wong, Simone. (2017). Yuru-kyara and Mascot Characters: Cute Aesthetics and the Empathic Effect of Kawaii in Japanese Commercials (Accessed on 1/1/21) [6] (Kalid Saleh)Word of Mouth Marketing, Available at: https://www.invespcro.com/blog/word-ofmouth-marketing (Accessed on 4/1/21) [7] (Gosling, S.D., Ko, S.J., Mannarelli, T. and Morris, M.E). (2002). A room with a cue: Personality judgments based on offices and bedrooms. Journal of Personality and Social Psychology, 82(3), pp.379–398 [8] (Gosling, S.D., Ko, S.J., Mannarelli, T. and Morris, M.E). (2002). A room with a cue: Personality judgments based on offices and bedrooms. Journal of Personality and Social Psychology, 82(3), pp.3 [9] (Francis, T. and Hoefel, F.)(2018). “True Gen”: Generation Z and its implications for companies. [online] McKinsey & Company. Available at: https://www.mckinsey.com/industries/consumer-packaged-goods/ our-insights/true-gen-generation-z-and-its-implications-for-companies (Accessed on 6/1/21) [10] .

(Allen K). Are Pets a Healthy Pleasure? The Influence of Pets on Blood Pressure. Current Directions in Psychological Science. 2003;12(6):236-239 [11] (Moan Zine) Available: https://www.moanzine.com/home ( Accessed on 7/1/21) [12] (BedX Talks Zine) Available at: https://shop.artwhoring.com/product/bedx-talks-zine-pre-order/ (Accessed on 8/1/21) [13]-[15] (Self Conducted survey) 7/1/21 [16] Own Image [17] Own Image [18] Own Image [19] Own Image [20] (TSPTR) Available at: https//tsptr.com/ (accessed on 1/1/21) [21] (TSPTR) 2020 Avaibable at https://www.instagram.com/tsptr/?hl=en (Accessed on 4/1/21) [22]( Patagonia) 2020 Avaibable at :https://www.reddit.com/r/vectorart/comments/patagonia_logo/ (Accessed on 4/1/21) [23] (GOLF) 2019 Available at: https://www.amazon.com/Fleur-Creator-Sticker-Window-Bumper/dp/ B07GRMS885 (Accessed on 4/1/21) [24] Own Image [25] (Patagonia) 2021 Available at: https://www.instagram.com/patagonia/ ( Accessed on 5/1/21) [26] (Golf) 2021 Available at: https://www.instagram.com/patagonia/ ( Accessed on 5/1/21) [27] Own Image [28] (Unknown) available at: https://www.instagram.com/thundergirlcity/ (Accessed on 5/1/21) [29] (Gosling, S.D., Ko, S.J., Mannarelli, T. and Morris, M.E). (2002). A room with a cue: Personality judgments based on offices and bedrooms. Journal of Personality and Social Psychology, 82(3), pp.379–398 [30] Own Image [31] (Moan Zine) Available: https://www.moanzine.com/home ( Accessed on 7/1/21) [32] (BedX Talks Zine) Available at: https://shop.artwhoring.com/product/bedx-talks-zine-pre-order/ (Accessed on 8/1/21) [33] (Alice Spence) Available at: https://www.instagram.com/alc_spen/ (Accessed on 9/1/21) [34] (Demi-Leigh Holmes) Available at: https://www.instagram.com/demiholmesss/ (Accessed on 9/1/21) [35] (Chloe Milne) Available at: https://www.instagram.com/_chloemilne/ (Accessed on 9/1/21) [36]] Own Image

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