cpj. final

CPJ

PARI SHIVANI
F19DM0570
DM3J

WEEK 7

the rough draft
did not have a a

pop of colour
and there were
texts that was

lacking

roughdraft

F
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A
L

WEEK 8 ROUGH DRAFT
SOCIAL MEDIA POST



WEEK 9







WEEK 10

OVER-CONSUMERISM







WHY DO PEOPLE OVERCONSUME?



We live in society that is based on consuming, we always want the latest products, and the trendiest clothes,
we are always looking for the next best thing to buy to fit in with other people, but do we really want those
things? (Stewart. E July 7, 2021) Those things that gives us a brief moment of happiness, why do we crave

these materialistic things to make us happy when it is not really helping, Overconsumption is the root cause of
many problems, and it is not really talked about a lot, before humans consumed in order to support

themselves, but now as a person moves up the social ladder there is a need for them to buy expensive boats
and house mainly to show off their status or to attract sexual partners, or just because they can afford it.
(Baker J.A. July 11, 2006)

BACKGROUND



People do not understand that by overconsuming and buying stuff that they do not
really need, they are in fact polluting the environment due to the cheap quality and

materials and is eventually going to end up in landfills, but in my project, I am
focusing more on the emotional aspect of the consumer, (Cook. S July 30,2021) By

understanding why people tend to shop a lot to cope up with sadness, In the
process of researching for my project and I came across this word called

“Stuffocation” which means, a state were people's lives are stuck in an endless
cycle of working and buying products to keep up with the pace of consumerism
which in turn contributes to anxiety and depression of modern life; destroying the

planet, while making it hard to lead a fulfilling life. (Coventry. E 2018)
This basically summarizes the purpose of my project



WEEK 11



RESEARCH PROCESS



And I thought the best way to approach this problem was to create a campaign called BUYBYE, campaign was the
best solution, since it can spread more awareness and there is more creative space to include many things to

better promote a solution. Public communications to the specific target audience with persuasive message to the
tailored audience brings more success in delivering the message (Monbiot. G December 9, 2013)



The campaign includes A short animation video which I called the anti-advertisement video promoting to buy
nothing, the video is supposed to have dark humour to it, the campaign also includes digital stickers and posters.
The reason why I decided to go with promoting everything digitally is because I wanted it to be eco-friendly and to

better reach my target audience and to connect with them through the dark humour and for them to connect
better with others through digital stickers and to target them with the message in malls with the digital posters.

(Since my target audience are all consumers)

WEEK 12



SYMBOLIC MEANING OF COLUR SCHEMES



The whole color theme for my project is Red, Black, Yellow and white, Red symbolizes with
blood which means revival rebirth, that is related to being alive whereas black symbolizes
death which indicating to our planet that is slowly dying due to overconsumption and it also
symbolizes human who are feel empty inside that contribute to this overconsumption, and
(Ferreira N. M. May 31,2019) Yellow which symbolizes a ray of sunshine which means hope to
solve this problem, I am mainly focusing on bright red and yellow, since these two colors are

used more often to gain more attraction from consumers. (Jess October 9,2008)
Example: fast food chains like Mc Donald’s and KFC.

WEEK 13



UNDERSTANDING YOUR TARGET AUDIENCE



And about my Target audience it was initially late teens (18 year old’s) to young adults(20-25 year old’s) but since it was two different generations
I changed it to young adults from 20-25 year old’s, my ideal target audience are young adults who are working and are new to adulthood, who have a severe

shopping addiction constantly buying things to be happy cause they are
unhappy at work or this new stage of adulting, they tend to spend their free time online shopping and constantly looking for sales and new deals thinking that

they are saving money but
in turn spending a huge chunk of their paychecks on unnecessary things they don’t need, and are bad at saving money, they also tend to buy more expensive

products to gain acceptance,
desire and status from their peers, and are pressured to stay that way in order to fit in.

they are sad and lonely people using shopping as a way to escape their boring lives, P
eople in this range

our my target audience since they are financially independent and mentally aware of the conditions happening around our environment
but are not aware about how overconsumption can affect the planet and their well-being. (Stewart. E July 7, 2021)

WEEK 14

The main objective for my project is to get people to think more
consciously about their purchases and to really ask themselves if
they really need this item, will they use this item in the future? Do

I really need it? Or Am I buying this just because it is on sale?
(Gondor. D December 14,2009) Over consumerism is a huge

problem and people need to be conscious of what they are
consuming, people need to realize that our lives are more built
strong relationships and connections with genuine people rather
than being cautious of what other people think by buying stuff
they do not need and cannot afford but to feel a moment of
belongingness or to attract people they desire. (Cook. S July

30,2021)



Advertising industries now a days promote feelings and status
inside of promoting the products and people tend to buy more
things just because that perfume can attract women or this shirt
can make them feel confident, people need to realize that it all
depends based on what they feel within themselves, and they do

not need advertisements to make them feel insecure.