COP: Practical Final Outcome

This is the final outcome after doing the refinements and changes to the design development created

• The matte Olin regular paper was changed to a smoother and glossier paper stock. The final stock used for the body pages was Cocoon Silk 170 gsm, 
• It’s semi-gloss and effectively highlights the images used. It also has a very smooth texture, similar to the magazine editorials, giving it a satisfactory feel when held by audiences increasing its interactivity due to its familiar feel improving audience engagement, I was intending to use at least 200 gsm for the body page but the glossy paper in this weight couldnt be printed double sided, however James in the print room suggested to use it as a cover instead.
• I used the 270 gsm Gloss paper for the front cover. It also gives the publication a strong impression, along with the Orientalist painting as the background, it sets the tone perfectly for the publication along with the title ‘knowing culture’ intriguing potential target audiences to read through. The dimensions for the book is B5. B5 offers a perfect middle-ground for a comfortable and easily accessible handheld publication, unlike A4. 
• Previously, I found the type themes-selves to work well together and balance the tone and mood of the publication all together however I used the wrong type sizes for them look overwhelming large on the page, therefore I resulted to using these type  sizes according to their importance and hierarchy in the publication, so that the audience will have a clear direction on which information they're going to read in order:
• Titles (headings) *Craw Modern URW(16 pt.) - evokes the more editorial aspect to the publication 
• Body font *Sofia Pro - (12 pt.) - contemporary and clean sans serif 
• Footnotes - Sofia Pro Condensed Regular Italic (10 pt.)
• Quotes - Craw Modern URW Regular Italic (18 pt.)
• Content wise - the images are laid out predominantly full bleed which effectively highlights the focal points of each images which direct the audience to the images itself.
• The images chosen correlates directly to the essay as well as hold subliminal messages provoking the audiences perspective and with the 'footnotes' including key points and directly linking to the images themselves. 
• Though it is subtle, it directs the audiences in a way that gets across the point being made in order for them to understand the stance the publication is taking in relation to Cultural Appropriation, Stereotyping etc. 
• It is also appropriate for the target audiences as well as accessible to everyone wanting to leant about ethnic culture as it’s designed to be familiar and unintimidating as it’s a very sensitive topic to discuss especially in today’s society.

(Key points in some pages in the publication)

• Front Cover - The front cover is an Orientalist painting depicting an 'auction' were women are being displayed and lined up from fairest to darkest in terms of skin colour. This already shows the divide in how Asian women in particular are seen and implies that the fairer you are the more beautiful you are which is also reflected in todays East Asian society.
• Page 11/12 - The image shows the result of Dolce & Gabbana's 'The Great Show' digital advertisement depicting a Chinese model eating pizza and pasta with chopsticks (talked about in the essay). The picture is a protest of the show were citizens displayed their D&G items and are burning the in protest of the brand. This shows how consumers are now taking a stand on what they believe in which in turn changed the brand's move with the show; as well as the consumer's use of medium and global coverage of the show in order for the issue to get noticed. 
• Page 15/16 - Burberry Chinese New Year advertisement, depictiing the tradition as very sinister and way out of context. A mor subtle way of showing stereotype and cultural appropriation but just demonstrates how brands feel entitled to take context out of traditon form East Asian cultures and 'put their twist' to it, undermining it's meaning to the people of that culture and their consumers. In a way it alos lets the readers know that not all stereotypes are visual (looks) but do also include traditions and cultural aspects of the ethnicity.
• Page 17/22 - Similar to the Burberry example, these are images from Dole & Gabbana's summer campaigns depicting 'Chinese tourists mingling with locals;, perpetuating the Chinese stereotypes of being 'naive' and 'happy go lucky' tourists in foreign countries. Also makes the readers think of the images differently when they see the Burberry image then these images as they may think there's nothing wrong with it, but as they look closer there are underlying concepts which trivialises Chinese people and their mannerisms in the images e.g. taking selfies.
• Page 23/24 - Gucci rnaway show displaying cultural appropriation of headpieces e..g turban and aspects of what they deem 'asian' or 'exotic' on their models (who are Caucasians). Very straight forward and automatically sets the tone and direction of this part of the publication. It also clearly directs the readers onto the the meaning of cultural appropriation with the help of the summarised text. 
• Pages 27/28 & 30 - Little Mix and Karlie Kloss appropriating Chinese garments and whitewashing Japanese culture. Shows the readers that appropriating also applied to celebrities and being influential people it also illustrates that their depiction of these east Asian culture will have significant impact to popular medias perception of these cultures, thus clouding pop culture with more 'negative images' even more. 
• Pages 31-40 - Images from case studies discussed in the essay about countering stereotypes (Carl Jan Cruz, Prabal Gurung and Claudia Li) Clearly demonstrates to the audiences the line between Appropriation and appreciation by discussing these designers and their garments. HOweve,r it could be more effective if they were put in context more e.g. Carl Jan Cruz' garments as it is not very well-known and a more conceptual and personal approach which won't be appreciated as much by the readers without much context behind it.