Background:
To explore the use of rhetorical approaches to conceptually interpret and communicate a societal issue - New Zealand flag change.
Solution:
The current flag is a misrepresentation of New Zealand’s identity.
Stand For Change: The main rhetorical device I used was metaphor; a fingerprint which represents identity. I furthered this metaphor by creating the print out of words from the National “Stand For” campaign (a campaign which asked New Zealand what they stand for, what and who is New Zealand?). At first glance the message is strong, however once the text is not noticed, once it is an “awe” moment is created. This poster allows people to feel connected to the spirit of New Zealand, feel empowered to make positive change, and want a flag to represent the true New Zealand.
Not Our Future: I deliberately chose to use the rhetorical device homage in relation to the “Smoking Not Our Future” poster as it is an extremely positive and well known poster for promoting change in New Zealand. My character is a young ethnic woman who connects with a wider variety of NZ citizens. I am making the audience aware that the current flag excludes many people in our society. I want this discomfort to push them to think about their decisions as a New Zealander, what they choose for themselves, for others, and our future.
