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visual communication practice

shed the light

Description of idea

Describe your idea and concept of your work in relation to the festival outlines:

Everyday we are exposed to thinly-veiled pleasantries that seek to obfuscate someone’s true intentions. These can be in the form of comments from teachers, parents, friends and even general advertising. The use of Rhetorical tropes such as euphemisms can often act in a way to mask ones true intentions and take advantage of another’s naivety. “Shed the light on doublespeak” is a campaign that has been developed to highlight common phrases that often accompany a subtext that isn’t always identified at the time.
There are many ways in which advertising embraces the use of euphemisms. For example, rather than saying a product is good for people who are overweight, they may say it is ideal for those who "have curves" or "are cuddly." The right type of word in an ad conveys a completely different message on sensitive subjects. This can help to add a layer of positive attention to something some people would see as a negative.
Doublespeak is language that only pretends to say something; it's language that hides, evades or misleads. With doublespeak, no truck driver is the worst driver, just the "least- best" driver, and bribes and kickbacks are called "rebates" or "fees for product testing." Even robbery can be magically transformed with doublespeak, as a bank in Texas did when it declared a robbery of an ATM to be an "unauthorized transaction.”
Doublespeak is used in business purposes, and it is often a blend of hiding negativity and being politically correct. Higher ups in companies want to be as diplomatic as possible, so they can make situations such as money loss and firing employees not sound as terrible as they really are.
I have developed three posters as a series to “shed light” on the use of euphemisms and doublespeak which ultimately showcase their ability to confuse dialog.

What kind of communication approach do you use?

A4 posters

What are in your opinion concrete benefits to the society because of your communication?

These posters have been designed to urge the reader/viewer to consider their own self worth and question the subtext of phrases commonly distributed in the English language. The communication aims to create discussion and awareness around savvy businessmen, real- estate agents or even acquaintances that monopolise on the naivety of this age bracket.

What did you personally learn from creating your submitted work?

The concept explored has certainly been something relevant within my own life and that of my peers. It has become more apparent through my research and development that doublespeak is something that I will continue to confront further into adulthood.

Why is your work, GOOD communication WORK?

The design really connects with the concept

Where and how do you intent do implement your work?

The posters are targeted at 18-25 year olds who will encounter this dialogue at some stage of their late teens and early twenties. They have been designed as A4 and will be placed on the back of cubicle doors in public spaces such as train stations and airports.

Did your intervention had an effect on other Media. If yes, describe the effect? (Has other media reported on it- how? Were you able to change other media with your work- how?)



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Entry details


shed the light


“I aim to explore euphemisms/doublespeak and how it can often works to obfuscate the nature of the truth, circumventing communication”

Concept author(s)

bridget crameri

Concept author year(s) of birth


Concept author(s) contribution

all of the work



Competition category

visual communication practice

Competition subcategory


Competition field


Competition subfield


Subfield description