Proposal

1. Proposal
1
Working Title:
Disfracture
Audience:
Although art is stereotypically a female focused subject, in my project I will be focusing on making
it suitable for both genders. This is because I personally believe that art is genderless. It should be
enjoyed by everyone regardless of their gender. This belief is also proven by my audience
research, out of the 42 people who answered my survey (19 of which were male) 59.52% said they
had been to an exhibition and enjoyed it. Looking at those numbers it tells me that a large number
of both genders enjoy seeing exhibitions. To further back this up, out of the 7 interviews I
conducted 4 of them were male, these individuals all appeared to be quite interested in art and art
exhibitions. To make sure both genders are catered for in my exhibition, I will be going by (being
very stereotypical) what each gender looks for. For males, they are more interested in the
technical part of things, so projections, animations. I think it will also be a good idea to do a screen
video of me creating a piece of art and then do a sped-up version for the exhibition. This way the
whole process can be seen in an artistic manner. For females they prefer to see art and know the
meaning/process behind it, having a deeper understanding of the piece helps them to enjoy the art
to a greater extent. These are simply stereotypical observations and both genders are likely to be
interested in all aspects of the exhibition.
My project is going to be primarily aimed at teenagers (15-24). This is because of a few reasons, I
have primarily based it for teenagers because in my questionnaire 80.95% of the audience were
aged 16-19 and a lot of my research came from those questionnaire answers. I have also decided
teenagers will be my target audience as they are stereotypically more open minded to things that
push the boundaries. Whereas the older generation may not like it as it is not the traditional art
they are used to. To appeal to this audience my art is going to be very eye-catching and bold, from
my research with the questionnaire and interviews I have found that this is the best way to attract
and keep their attention.
I believe that my exhibition will attract people from all social classes. This is because I believe that
there is something for everyone to enjoy regardless of their position in society. For those in the
lower classes, those with a lower education or those still in education and therefore not earning
much, my exhibition will provide for this. My exhibition will have free entry, this immediately gets rid
of any money issues straight away. My exhibition will also be interactive which will also appeal to
this audience as they enjoy more physical and visual art that takes into account that they are there.
For the middle classes there will be merch as they quite often like to prove that they have visited
somewhere. There will also be an option to buy the art displayed. This also appeals to the middle
class as they have the income to support this.
I will also appeal to the higher class as the art showcased will hold a certain level of sophistication.
The higher classes normally have a higher education, so they will be interested in learning the
meaning behind the pieces to help them understand the piece more. I will be providing the
meanings and processes of the art in the guidebooks I will be creating. The higher class will also
be attracted by the fact that they can buy the art.
Finally, I believe that art can be directed at any class regardless of what the art pieces are about. It
all depends on the marketing, if the advertising is mainly directed at the lower classes, the higher
classes most likely won’t go as they won’t feel like they will fit in, in that surrounding area. It also
works the other way around, if an art exhibition is directed at the higher classes the lower classes
won’t feel welcome as well as most likely not being able to afford the entrance fee and other costs.
My exhibition will attract two different psychographics. Attracting two different psychographics has
its pros and cons. Pros being that I will have a larger audience. Cons being that I have to try to
appeal specifically to each psychographic.
Belonger – My exhibition will attract a Belonger as it is a small local exhibition. This will appeal to
them as they like to support local products and creators.
Needs Driven – My exhibition will appeal to this psychographic If I create some adverts which say
something like ‘last chance to see the exhibition’, ‘Limited Places’, and include something about
buying art and getting money off but only for a certain amount of time.

2. Proposal
2
For uses and gratifications my exhibition fits comfortably into one category, Entertainment. It fits
into this as people can use my exhibition to relax and enjoy some interesting art. It can also be
used in escapism as they can become lost in the world of art – this could be further helped if the
art is interactive.
Rationale (approx. 100 words)
Throughout this year I have grown more adapt and comfortable with finding my way around
different software platforms and also the writing aspect of this course.
For my final project the main idea isn’t really related to the other projects I have done this year.
This is because I didn’t connect to any of the other projects and I know to get the grade I want in
this project I need to choose something that I personally feel connected to.
As I have chosen something that I am passionate about I know I will have lots to talk about and
create. This will hopefully make this project a lot of fun.
Project Concept (approx. 200 words)
My project is centred around the idea of an art exhibition. Although I most likely will not be able to
create an actual exhibition. I will be creating products that focus around that idea. I will also be
creating actual art pieces and animations that would be used in the exhibition. These can also be
used in conjunction with the other products.
The products that I will be creating are;
 An animated walkthrough of the exhibition
 Advertising posters
 Advertising social media posts
 Advertising projections
 Floorplan of the exhibition
 Map
 Guidebook – Digital/Physical
 Merch – T-shirts, Posters, keyrings, Bags
 Decorative Cases
 Website
For the artwork that I will be creating I have decided to have a common theme of distortion. This
allows me to use pictures of anything and create art with no boundaries other than it has to be
distorted in some manner. I am also planning to create a mixture between still images and
animations, I have decided to do this as I think it will make my exhibition more interesting and
unusual.
I need to research into pre-existing products of the ones I want to create. This will help me to see
what they did and I can go through and choose what I like and want to replicate in my own work.
Evaluation (approx. 50 words)
I am planning to evaluate my work in my weekly reflections. This will ensure that it’s very clear on
what I need to improve on and what I’m doing well at. For my final evaluation I am hoping to
conduct public interviews, this will show other opinions other than mine in the evaluation.

3. Proposal
3
Schedule
WEEK OVERALL PLAN SPECIFIC TASKS
1 Initial Response +
Ideas
 Initial Reactions
 Mind Maps going over
ideas
 Deciding on final idea
 Mood Board +
Analysis
2 Product + Audience
Research
 Researching into
several pre-existing
products
 Questionnaire +
Analysis
 Interviews + Analysis
 Bibliography
3 Production Experiments  Experiments
 Experiment Process
 Experiment Analysis
(what I’ll keep, what I
won’t, etc)
4 Proposal +
Pre-Production and
Planning
 Proposal
5 Production  Taking pictures
 Creating the art
6 Production  Finishing off any art
pieces
 Start creating
animations
7 Production  Animations
 Creating advertising
products
 Merch
8 Production  Finishing anything off
– Putting it all
together.
9 Evaluation  Evaluate all separate
PowerPoints
 Evaluate final
products
10 Development +
Contingency
 Finish anything off
 Improve anything that
I can

4. Proposal
4
Bibliography
At least 7 sources total and should include books, videos/films/video games, magazines and
newspaper articles etc.
1. Sinclair Shaw, S. (2018) Target Audience Research Survey (conducted on 17th Apr 2018)
2. Haase, T. (2018) Target Audience Interviews (conducted on 17th Apr 2018)
3. Lister, T. (2018) Target Audience Interviews (conducted on 17th Apr 2018)
4. Brown, G. (2018) Target Audience Interviews (conducted on 17th Apr 2018)
5. Sinclair, T. (2018) Target Audience Interviews (conducted on 17th Apr 2018)
6. Sinclair Shaw, B. (2018) Target Audience Interviews (conducted on 17th Apr 2018)
7. Nicholls, A. (2018) Target Audience Interviews (conducted on 17th Apr 2018)
8. Shaw, S (2018) Target Audience Interviews (conducted on 17th Apr 2018)
9. Grande Exhibitions. (2018). Van Gogh Alive- The Experience. Available:
http://grandeexhibitions.com/van-gogh-alive-the-experience/. Last accessed 13th Apr 2018.
10. Maite van Dijk. (2011). The Effect Of Colour. Available:
http://www.vangoghsstudiopractice.com/2011/05/the-effect-of-colour/. Last accessed 13th
Apr 2018.
11. Marion Boddy-Evans. (2017). Palettes of the Masters: Vincent van Gogh. Available:
https://www.thoughtco.com/palettes-of-the-masters-vincent-van-gogh-2573701. Last
accessed 13th Apr 2018.
12. Fleur Roos Rosa de Carvalho. (2010). Van Gogh and Colour Theory . Available:
http://slaapkamergeheimen.vangoghmuseum.nl/2010/07/van-gogh-and-colour-
theory/?lang=en. Last accessed 13th Apr 2018.
13. Jay Foster. (2018). DIGITAL PAINTING Abstract Expressionism. Available:
http://www.jfsavageartist.com/digital-creations/. Last accessed 13th Apr 2018.
14. Mary Clanahan. (2018). Abstract Landscape Art. Available: https://fine-digital-
art.com/abstract-landscape-art/. Last accessed 13th Apr 2018.
15. Marie Plocharz. (2013). Hans Hofmann Inspired Abstract Expressionist Digital Painting -
Day 27 Modern Artists. Available: http://365projects.blogspot.co.uk/2013/04/hans-hofmann-
inspired-abstract.html. Last accessed 13th Apr 2018.
16. Sina Irani . (2017). Eyes And Lips Abstract Digital Art - Art Prints. Available:
https://www.tallengestore.com/products/she-abstract-face-international-shipping. Last
accessed 13th Apr 2018.
17. Photography Culture. (2015). Stephanie Jung’s Layered New York Photos Convey the
City’s Chaos. Available: https://www.thephoblographer.com/2015/11/20/stephanie-jungs-
layered-new-york-photos-convey-citys-chaos/. Last accessed 13th Apr 2018.