For this informational poster project, I focused on the evolution of advertisements targeted toward women and how they were affected by the Women’s Rights Movement in the 1970s. I wanted to amplify women’s voices and reduce shame, sexualization, and misogyny around women’s products and raise awareness around the commercialization of feminism.
Futura by Bauer Type Foundry: This is the trademark font of 20th century advertising. Women artists in particular used this font to imitate advertisement’s visual language when critiquing it. ‘Mad men’ in the 1950’s used Futura to target stereotypical housewives and it was reclaimed by feminists artists in the 1980s and 90s such as Barbara Kruger and the Guerrilla Girls.
Ernestine Pro by FontFont Foundry: It was important to me to include a font designed by a woman. Ernestine Pro was designed by Nina Stossinger and provides a feminine humanist contrast to the stark lines in Futura.
