Tuesday, 31 March 2015

Lemorette Zone Chart

The Lemorette Zone Chart is printed on glossy paper, 247mm X 150mm, It is backed with grey sugar paper (in order to resemble cereal packet cardboard). The Chart is roll-folded vertically in thirds. The Chart is enclosed in a folded booklet with locking tab. The booklet is printed on yellow card and is 85mm X 151mm. Produced in a limited edition of 10.

The Lemorette Zone Chart was a response to the tendency of advertisements from the 1950s to visually divide the body into zones. Fracturing the body into small manageable sections is a way of encouraging consumers to concentrate on details rather than the whole. This technique is still prevalent and the technique of displaying wrinkles or spots many times enlarged and examined is still effective in making the concern generated disproportionate to the actual problem. Many areas of the body are separated in advertisements from the period and named such as the 'Beauty Zone' (from a woman's collar bone down to the bottom of the ribs), the 'Awkward Zone' (the area underneath a man's chin but above his Adam's apple).

The Lemorette Zone Chart was designed to fracture the hand, face and neck into six overlapping zones that could each cause anxiety. The product mentioned in the promotion details its physical properties; these properties however are clearly bad for health. The promoted brand Lemorette, is my own fictional brand, that relies of pseudo-science for its structure and selling techniques. The Zones presented are the T, C, V, H, L and U, the T-Zone is the only genuine selling proposition, featuring in Camel advertisements throughout the 'fifties. The other zones are my own inventions in order to highlight the absurdity inherent in this advertising strategy.

Working roughs for the Zone Chart




Working roughs for the Chart Folded Cover