graphic imperative: process

[ BAILEY WELLS ]THE GRAPHIC IMPERATIVE

VISC 402: Designer as Author

Patrick Dooley Fall 2012

[ RESEARCH MATERIALS ]

RESEARCH MATERIALS: PROJECT OVERVIEW

SYNOPSIS: The Graphic Imperative

The purpose of this project was to create a pair of advocacy posters. Among our research resources is an online exhibition The Graphic Imperative: International Posters for Peace, Social Justice, and the Environment, 1965-2005. The Graphic Imperative is a select retrospective of forty years of international sociopolitical posters. The 111 posters in this exhibition emphasize the issues of our turbulent times and endeavor to show the social, political, and aesthetic concerns of many cultures and divergent political realities.

Of the pair of advocacy posters that we designed, one uses type and image and the other uses type as image. We chose the actual advocacy group that would sponsor the message, the specific issue of the poster, the targeted audience that the poster seeks to address, and the proposed remedy or action for the specific issue.

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RESEARCH MATERIALS: PHASE ONE

SYNOPSIS: Essay Analysis

ODE TO INK SATURATED PAPER: Steven Heller

Steven Heller’s essay on The Graphic Imperative emphasizes the importance of printed posters in bringing about social change. He makes the point that these advocacy posters may not necessarily bring about the solution, to say, war, but they can be used as an effective tool in changing opinion. The messages communicated on effective advocacy posters are direct and meaningful: there is no ambiguity. At the same time, they can impart meaning through both complexity and simplification, and should have the power to reverberate for years to come, even after the social context has changed. These posters have the ability to do this because of the symbolic and philosophical weight that they carry. Heller also discusses the balance between aesthetics and expression, and that the image doesn’t have to be beautiful to be effective. Really effective advocacy posters are good at transforming the cliché it so that people can still identify and recognize the messages it’s trying to impart. I think that Heller’s point of view in this essay is accurate and lays out a number of essential points that make these advocacy posters effective. I think my favorite point that he made is the idea of transforming the cliché. In many of the effective visual messages that I see on a day-to-day basis, there are always central ideas integrated that the general population is familiar with. But by taking the familiar and transforming it, the designer can challenge these norms and challenge peoples’ way of thinking. These messages are the ones that stick the most, and cause deeper intellectual thought. I also really agreed with what Heller said about the absence of ambiguity in these posters. I believe that this is one of many things that separates graphic design from the fine arts. Some, but not all, of fine art is intended to be ambiguous. Advocacy posters such as these are very intent on their message, so that it is firmly supported.

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WHY THE POSTER IN THE INTERNET AGE: Carol A. Wells

Carol A. Wells’ essay also discusses the importance of printed posters, but more in the relationship to the presence of the internet in today’s social context. She mentions that today in the U.S. it is harder to find public places to display posters, so more and more political graphics are becoming more prominent on the internet. The internet has become a major factor in politics, as it has fast communication to an infinite amount of people. It has allowed large masses of people to organize protests quickly. Signage that is held by such protestors is in turn broadcasted all over television news channels, which then provides another outlet for such posters to be viewed. Wells also mentions that a lot of issue-specific websites are harder for internet users to stumble upon, so in some cases, a poster on a community corner could be more effective.

Wells’ provides a good number of points: supporting the internet as a way of reaching the masses, but also critiquing it at the same time. I really like how she analyzed the usage of internet to circulate political images and how it could be effective if the message is strong enough. But if it isn’t, then the image could have a much lower chance of being seen and circulated by the general public. I think that this varies largely upon the skill of the designer and his or her ability to make a lasting impression on the viewers. Whether or not an image is going to be prominent only by transmission through the internet is something that is hard to measure before hand.

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SYNOPSIS: Poster Analysis

WAR IS NOT HEALTHY FOR CHILDREN AND OTHER LIVING THINGS: Lorraine Schneider

The advocacy issue is observably that of peace specifically during the Vietnam War. Type and image work together to create this child-like, naïve style that makes this poster so profound. The handmade letters and the simplistic drawing of a flower echo the way a child would write or draw. The saying itself is simple and straight to the point, and also seems to have a youthful tone of voice. I think that all of these elements are unified under this childish innocence and give a powerful message to the viewer because of the way that the message and the style go hand-in-hand.

RACISM… : Cedomir Kostovic

Kostovic’s poster addresses the issues of racism, specifically between Caucasian and African-Ameri-can groups. The lack of black keys on the image of the piano combined with the word “Racism” immediately calls to attention the obvious relation between the missing keys and the white keys. This poster only requires one word to make the poster effective: it connects the link between the two sets of keys and provides context. I believe this poster to be a valuable design because of its simplicity and familiarity of subject. The only critique I would have is that it seems unclear as to what sort of emotion is supposed to be tied to it.

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THE GAMES OF BEIJING WITH TIBET – FREE TIBET: Euro RSCG Switzerland

The context for this advocacy poster is that of the Beijing Olympics and the awareness of the Tibetan protestors that will be targeted by the Chinese government. Image is more prominent in this poster, and the message is made clear by the text below it. The poster takes the familiar (the Olympic rings) and twists it by using bullet holes to help describe the issue. The text is valuable because it provides context while also bringing a sort of shock to the viewer as they think about the message of the poster. I think this poster is power-ful because the rashness of the bullet holes and the quietness of the text provide an alarming message.

HOW CAN YOU WORSHIP A HOMELESS MAN ON SUNDAY AND IGNORE ONE ON MONDAY?: Peter Cohen

Homelessness is the issue brought up in this advocacy poster. The text carries a lot of the message, but it wouldn’t be complete without the image of Christ to adhere to. This image resonates differently; it stirs up empathy instead of shock as the viewer connects the face of Christ to that of a homeless man. The text is stated as a question, which stirs up more questions in the mind of the viewer, causing them to consider their own actions. I believe this poster to be effec-tive because of the ambiguity of the audience. Even non-Christianity based religions could still receive the same message that is being stated.

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“X” ILLITERACY. WE ALL PAY THE PRICE: Julius Friedman

This poster by Julius Friedman addresses the issue of illiteracy in the United States. It is entirely typographical, with the large “X” being used as the focal image. The text below it is descriptive of the “X”, and explains the context of the poster. Even though the subject matter isn’t jarring, the way the statement is phrased and the all-caps, bolded style still creates a sense of surprise and awe. This advocacy poster is so simple, yet so powerful, because it simply states a fact with such emphasis and force. I think that many times these simplistic styles provoke more of a response than more complex designs.

YOUR LIFEMETER: Kyosti Varis

Kyosti Varis’ advocacy poster is very blatantly calling to attention the issue of smoking. The image of a burning cigarette that is at the same time burning away the years on the “lifemeter” is extremely direct. The text in this one is also very limited, as the image is powerful enough to speak for itself. The language doesn’t question the viewer, it promptly tells the facts. I believe this design to be extremely effective, because it addresses the theme of death in a way that no one could ignore it. Just two words and one image can achieve this level of thought and feeling.

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RESEARCH MATERIALS: PHASE TWO

RESEARCH OF ADVOCACY ORGANIZATION: The Humane Society of the United States

OVERVIEW OF THE ORGANIZATIONThe Humane Society of the United States

The Humane Society of the United States is backed by 11 million Americans that seek a humane and sustainable world for all animals. They are America’s mainstream force against cruelty, exploitation and neglect, as well as the most trusted voice extolling the human-animal bond. In 1994, the HSUS was ranked as the sixth most popular charity or non-profit organiza-tion in America.

Mission Statement: Celebrating animals, confronting cruelty.

The HSUS works to reduce suffering and to create meaningful social change for animals by advocating for sensible public policies, investigating cruelty and working to enforce existing laws, educating the public about animal issues, joining with corporations on behalf of animal-friendly policies, and conducting hands-on programs that make ours a more humane world. They are a leading disaster relief agency for animals, and provide direct care for thousands of animals at sanctuaries and rescue facilities, wildlife rehabilitation centers, and mobile veterinary clinics. HSUS celebrates pets, as well as wildlife and habitat protection. They are the nation’s most important advocate for local humane societies, providing shelter standards and evaluations, training programs, a national advertising campaign to promote pet adoption, direct support, and national conferences. They promote scientific innovation by driving the development of humane alternatives to replace harmful animal experiments.

HSUS confronts national and global cruelties through major campaigns targeting the barbaric practices of dog fighting and cockfighting; abusive puppy mills where dogs are treated not like family but like production machines; the worst cruelties of factory farming in modern agribusiness such as confinement of animals in crates and cages; inhumane and unsporting hunting practices such as “canned hunts” of captive exotic animals; the suffering of animals in experimentation, including chimpanzees and pets; the slaughter of American horses for export to foreign countries where horsemeat is considered a delicacy; and the clubbing of baby seals and other animals for the commercial fur trade. Their track record of effectiveness has led to meaningful victories for animals in Congress, state legislatures, courtrooms and corporate boardrooms.

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History (2011)

Rescued more than 8,000 animals from disasters or life-threatening cruelty

Responded to severe floods and tornadoes, where they rescued pets, staffed emergency shelters, and helped reunited people with their animals

Sponsored free spay/neuter clinics and free pet wellness clinics

Rescued nearly 700 cats from deplorable conditions in Florida, and helped find homes for more than 250 cats at an adoption event and cared for the remaining pets until they found a home.

Arrived at a historic agreement with United Egg Producers, to work together to enact federal legislation that would allow hens more space and mandate labels on egg cartons to inform consumers about how eggs are produced

Congress introduced an Act to phase out invasive research on chimpanzees to end the breeding of chimpanzees for invasive research, and retire government owned chimpanzees to sanctuary.

Revealed one of the largest online puppy brokers that were selling puppies from inhumane puppy mills and misleading consumers about the dogs’ origins.

Assisted at an emergency shelter with the investigation, rescue, and care of animals rescued from being used for fighting.

Relocated hundreds of prairie dogs from an area where they could have been killed to a new home on protected land in Wyoming.

Named the number one organization by Philanthropedia in its latest rankings of national animal protection groups, based on the highest impact for animals.

Helped pass nearly 90 state laws to protect animals and helped defeat 65 harmful bills.

Organized the 17th annual Spay Day, bringing together about 700 events worldwide to spay or neuter more than 48,000 dogs and cats.

The Shelter Pet Project released a new collection of innovative TV, print, radio, online, and outdoor ads to promote the adoption of shelter pets all across the country and to help reduce the euthanasia of healthy animals.

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AREAS OF ADVOCACY IN THE HSUS

Animal Rescue TeamPROBLEM: Many animals are victims of animal cruelty and animal abuse nationwide. These situations include puppy mills, animal fighting operations, hoarders, and other situations where animals suffer from life-threatening cruelty.

SOLUTION: HSUS’s Animal Rescue Team works with law enforcement to investigate illegal animal cruelty. They rescue thousands of animals each year from dangerous situations that are listed above. They also provide expert animal rescue response at natural disasters.

ACTION: Familiarize with the state’s laws, recognize the signs of abuse, and be willing to report animal cruelty to a local animal control department.

The Shelter Pet ProjectPROBLEM: Approximately 5 million to 7 million animals enter animal shelters each year across the nation, and 3 to 4 million are euthanized.

SOLUTION: Make shelters the first place potential adopters turn to when looking to get a new pet, ensuring that all healthy and treatable pets find loving homes.

ACTION: When looking for a pet to adopt, be sure to collaborate with the local animal shelter or humane society to find the right one. The more pets that are adopted leads to a lesser amount of pets that have to be euthanized.

Wildlife AbusePROBLEM: For every tens of millions of animals that legal hunters kill every year, the same amount is killed illegally by poachers, either on closed land or out of season, which leaves young to starve. Few poachers are caught or punished.

SOLUTION: Communication between eyewitnesses and state wildlife departments.

ACTION: Knowing the state’s wildlife regulations and hunting seasons so one can identify violations. If suspicious activity is seen, report a description of the poacher, the vehicle, and the surrounding area and call the state wildlife department immediately.

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Wildlife AbusePROBLEM: For every tens of millions of animals that legal hunters kill every year, the same amount is killed illegally by poachers, either on closed land or out of season, which leaves young to starve. Few poachers are caught or punished.

SOLUTION: Communication between eyewitnesses and state wildlife departments.

ACTION: Knowing the state’s wildlife regulations and hunting seasons so one can identify violations. If suspicious activity is seen, report a description of the poacher, the vehicle, and the surrounding area and call the state wildlife department immediately.

Puppy MillsPROBLEM: Dogs in puppy mills live their entire life in small wire cages with no human companionship, toys, or comfort, and have little hope of ever becoming part of a family. Breeding animals are often killed after their fertility wanes, and are then abandoned or sold to another mill to attempt at getting one more litter out of the dog. This much breeding results in millions of puppies, many with behavior and/or health problems.

SOLUTION: Teach consumers how to shop smart if they’re thinking about getting a dog, and spreading the word about the cruelty behind the cuteness.

ACTION: Make a pledge to stop puppy mills, and don’t buy pets or pet supplies from a pet store or internet site that sells puppies.

Fur-Free CampaignPROBLEM: The fur industry mistreats and kills more than 50 million animals each year.

SOLUTION: Working with designers and retailers, including fashion design students, to teach how alternatives to fur are continuing to improve, without the animal cruelty.

ACTION: Being wary of purchases that one makes, and by supporting fur-free retailers and designers.

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TARGET DEMOGRAPHIC Thirty to forty-year-old individuals who are considering adopting a pet, or who just want to be more conscious about animal cruelty and understand the steps they can take to prevent it. This particular age group is the most available to provide homes for shelter animals, as well as volunteer their time or resources to their local humane societies.

PORTRAIT

Lucy is a 35-year-old mother of two, living in the suburbs. She works at her children’s elementary school in the main office. Her and her family enjoys their time together at home and like outdoor activities, such as walking to the park or playing catch. She is actively involved in her community as well, volunteering at the homeless shelter once a month, and being an active participant in her Home Owner’s Association. When Lucy has time for herself, she likes to read various romance novels.

SOURCES

http://www.humanesociety.org/http://theshelterpetproject.org/http://www.aspca.org/about-us/faq/pet-statistics.aspxhttp://en.wikipedia.org/wiki/Humane_society

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VISUAL AUDIT OF THE ORGANIZATION

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RESEARCH MATERIALS: PHASE THREE

SECOND RESEARCH PAPER

DEFINITION OF THE PROBLEM

Every year, about four million of the eight million shelter pets in the United States are euthanized. In order to lower this number, the Shelter Pet Project actively works to find loving homes for every healthy and treatable pet. When creating an advocacy poster that aims to persuade potential pet-owners to turn to shelters first, thirty to forty-year-old individ-uals who are involved in their community should be the target audience. The posters should also advocate these individuals to volunteer their time or resources to their local humane societies.

TO SUGGEST

Home Domestic ContributionLove Volunteer AidProtection Responsibility ServiceSafety Care MercifulnessHealth Devotion CompassionAdoption Enjoyment FriendshipSecurity Affection AmityCompanionship Charitableness PromotionHumanity Happiness ConcernOwnership Informed Guardianship

DEFINITIONS

Home – (1) the place in which one’s domestic affections are centered. (2) the dwelling place or retreat of an animal. (3) the place or region where something is native or most common.Protection – (1) the act of protecting or the state of being protected; preservation from injury or harm. (2) a thing, person, or group that protects.Companionship – (1) association as companions; fellowship.Ownership – (1) the state or fact of being an owner. (2) legal right of possession; proprietorship.Care – (1) a state of mind in which one is troubled; worry, anxiety, or concern. (2) protection; charge. (3) temporary keeping, as for the benefit of or until claimed by the owner.

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POSTER TEXTS

HEADLINE

Provide hope for an animal.Be their home.There’s an animal that needs you.They need someone to protect them.Befriend an animal today and they’ll be your friend for life.Some of the strongest companionships can happen between species. Your provision will be their salvation.A secure home is a healthy home.They need a companion. They need you.Devote some time to them, and they’ll devote their life to you.Gain a new friend today.Pets are creatures that give us much more than we provide for them.

STATEMENT OF THE PROBLEM

About half of shelter pets in the United States are euthanized every year.Three to four million shelter animals are euthanized every year in the U.S.About 60% of dogs and 70% of cats in shelters are euthanized.Owned cats and dogs generally live longer and healthier lives than strays.Lots of stray pets were the result of not being kept indoors or provided with identification.Only 10% of animals received by shelters have been spayed or neutered.More cats are euthanized than dogs because they are more likely to enter a shelter without any owner identification.In seven years one female cat and her offspring can give birth to 420,000 kittens.So many animals that have died because of overpopulation would have made fantastic pets.Only 10 to 20 percent of owned dogs and cats are adopted from shelters.

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SOLUTION

Help us end the euthanasia of homeless animals.We help educate pet owners so they can keep their pets for life.Support community-wide efforts to prevent overpopulation. Gain a new friend by adopting today.Help us out by volunteering your time or resources to your local animal shelter.The cost of spaying or neutering a pet is less than the cost of raising puppies or kittens for a year.Make sure to provide an identification tag for pets.Adopting an animal from a shelter is usually considerably less costly than purchasing from a breeder.By adopting from a shelter, you are helping, and not contributing to, the pet overpopulation problem.Educate others why it is important to give shelter pets good homes.

SOURCES

http://www.petfinder.com/for-shelters/facts-about-animal-sheltering.htmlhttp://www.americanhumane.org/animals/stop-animal-abuse/fact-sheets/animal-shelter-eu-thanasia.htmlhttp://www.ehow.com/about_5410689_animal-shelter.htmlhttp://puppyintraining.com/3-interesting-animal-shelter-facts/http://www.humaneforpets.com/resources/facts-and-statistics-about-animal-shelters/http://www.wpahumane.org/PetsWithAPast.html

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MOOD BOARD

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RESEARCH MATERIALS: CLASS NOTES

8.21

Take notes!Ideas for advocacy poster: Keeping the arts in schools, Community service, The Humane Society

8.23

THE GRAPHIC IMPERATIVE POSTERSCommunicates without ambiguityImparts meaning through complexity and simplificationResonates for years after publicationTransforming the clicheMore potential staying power than anything digitalMemorable and collectibleInternet: ability to mobilize masses of people quicklyPosters held by protesters seen by news stations and broadcastedProvide dramatic focal points

8.28

MOOD BOARDS/CONCEPT STATEMENTWork on a more specific target audienceMore concrete solution - money, volunteering, awarenessVisual identity - use elements from previous organization, include things to make it go in the direction I want it to go. (Photography?)

8.30

POSTER TEXTSThree headline texts - refineReview concept statementPositive or negative message?Keep message uniform - no serious/super funny together (VOICE)

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9.4

INTIAL POSTER DESIGNSCat in box - change background, photograph real cardboard boxWording? maybe no wordsDoor openingPawprints - Black and white good? Negative or positive? Make smallerLook back to my mood boardKnow my message, stay on it

9.6

SECOND POSTER DESIGNSAnimals in cages: Stack cages differently?Softer animal illustrationsPlay with colorsToo many bars on cagesFreedom & companionshipMaybe only the tail is visible as it walks offCat in box: Make eyes more cute, not so creepyHand/paw print: Smaller hand?Paw and hand “holding hands”?

9.13

THIRD POSTER DESIGNSImage posters:Go with handprint/paw print.Make text on hand smallerChange/ try different color schemesMake bottom text smaller

Type posters:Pursue splitting textMake it more emotionally responsiveMore than one texture?Change yellow [ 20 ]


9.20

FOURTH POSTER DESIGNSType poster:Use textured hair one with white letters - cleaner and easier to readMake fur more pet-likeImage poster:Too much texture, text too jumbled on paw printState statistic more concisely on paw printText on paw print - scale downPink and blue have visual vibration - different colorsMaybe shrink so there’s more negative spaceUse my own handprintDon’t use fragmented text for both the handprint and the paw printMake a less cartoony pawprint

9.25

FIFTH POSTER DESIGNSImage poster:Pawprints - make more scattered, in different directionsMaybe put some around the edgeMake logo black in cornerDarker gradientMaybe make handprint smallerType poster:Try emphasizing the word “euthanized”Use the dark band to cancel something outLess fur

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[ DESIGN DEVELOPMENT ]

DESIGN DEVELOPMENTFIRST DESIGN STAGE: 9.4.12

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DESIGN DEVELOPMENT

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DESIGN DEVELOPMENTSECOND DESIGN STAGE: 9.6.12

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DESIGN DEVELOPMENTTHIRD DESIGN STAGE: 9.13.12

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DESIGN DEVELOPMENTFOURTH DESIGN STAGE: 9.20.12

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DESIGN DEVELOPMENTFIFTH DESIGN STAGE: 9.25.12

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[ FINAL PROJECT ]

FINAL PROJECTCONCEPT STATEMENT

The Shelter Pet Project focuses on finding homes for animals all across the country that are living in shelters. Every year, around half of these shelter pets that never find a home have to be euthanized. This poster is meant to persuade potential pet-owners in the thirty to forty year old range to turn to shelters first when seeking to adopt, as well as invite them to volunteer their time or resources to their local humane societies.

REFLECTION

Designing advocacy posters was both fun and challenging. When I chose my concept and began doing research on my particular problem, I was surprised at some of the information I was finding. I wanted to translate that same surprise that I felt to the audience of my poster. Initially, I pictured my posters simply evoking a feeling of empathy from the viewer. But after doing more research, I felt like my posters should shock my audience first, and then cause empathy that would motivate them to adopt or volunteer. I learned a lot more about my is-sue throughout the designing of this poster, and I know that a lot of the information I found is also not known by many people. I wanted to create a motivating poster that was also just as informative. The most challenging part of this was coming up with a “voice” for the poster, and then designing it visually so that it reflected that voice. Defining the problem, solution, and action really helped me figure out that voice, however, because it was broken down and more to the point. Because of that, the visual image was easier to design and associate to the wording. Translating the type and image to the type as image was another difficult task, because the design was more limited. This also allowed it to be more simple, as well, but I had to stick to my voice in order to make it effective.

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VISIT WWW.THESHELTERPETPROJECT.ORG

The 3 MILLION

shelter pets that

are euthanized

EVERY YEAR

would have made

great pets.

HELP US END THE EUTHANASIA OF HOMELESS ANIMALS BY ADOPTING TODAY.

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VISIT WWW.THESHELTERPETPROJECT.ORG

HELP US END THE EUTHANASIA OFHOMELESS ANIMALS BY ADOPTING TODAY.

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