This assignment asks students to choose one or more texts of a total of no more than 100 words, and without altering the text, create a convincing typographic argument in any medium, guided by the principles of classical rhetoric. Tutor: Jason Grant.
John wanted to challenge “the belief that an ever-expanding consumption of goods is advantageous to the long-term economy”. He created an installation as a kind of 3 dimensional poster. Its physical bulk becomes an affecting spatial experience.
The word ‘Mine’ is coupled with turgid marketing straplines from a local homewares retailer and mining company:
“When you make a lasting impression, it has to be a good one” AUSENCO
“Turn Longings into Belongings” Freedom Furniture
“Mine uses both meanings of the word to highlight the relationship between mining growth and consumerism. It aims to create links between daily choices made by the audience and the industrial-sized repercussions that their needs collectively create.”
So the ‘mine’ of mineral extraction (a void/absence) and possessive ‘mine’ of consumer acquisition (a mass/presence) are linked in a sculptural yin and yang.
It is an example of research and experimentation leading to a focused, distilled and convincing concept. One short word, repeated, invested with context and presence, and released as a critical meme.
As the end days draw nigh, these polite ploys of visual resistance will help ambush the ideologies of denial. And such a simple and forceful idea is realised entirely with letterforms.