Friday 20 June 2014

K/601/8327 -1.1, 2.1, 3.1, 3.2; Audience Research

Cosplaying has grown drastically as a pastime in recent years.

Since the early 90s, Cosplay has gathered momentum in popular culture, though the phrase ‘Cosplay’ was coined in 1983 in Japan. It is a combination of two words, namely ‘costume’ and ‘play’ and is a hobby in which the Cosplayer wears fashion and accessories to replicate the image of a specific character from sources such as Manga, Anime, Comic Books and Video Games. Most ‘Cosplayers’ will engage in some form of role-play, re-enacting their idolised character’s persona and activities.

It is unclear as to when the practice originated, but to dress up in costume related it has been in existence for numerous years. In more recent years its following has increased substantially. For the first time at an American convention, ticket sales have had to be capped due to the ever-heightening numbers inside the convention halls. From experience, it could well be not too long before we see the same occurring in the UK and at other worldwide cons.

Manufacturers have, for some time, offered elements towards full costumes for sale, such as replica swords, wigs and defining features, but with this cult gaining more momentum by the day, more and more are offering full costumes for sale in the states, and gradually more so in the UK. Many individuals also custom-make their gear so as to accurately recreate what they see on-screen (after all, not all commercially available inventory is 100% accurate.) It is an activity spread widely across the demographics; from old, retiring gentlemen to young wannabe princesses, from the poorest of the poor to the richest of the rich, its appeal is unlimited.

But why does it appeal so greatly to so many?

What does ‘Cosplaying’ have to offer the ‘Cosplayer’?

I know several people that fall into this grouping, but have never delved much deeper than asking what it is all about. To help my understanding, I created an on-line survey, which I sent out to those I knew, who then sent it on to those they knew, asking questions which, I hoped, would answer some of my own questions, as well shedding light on the hobby to those who are still none-the-wiser.

The link below links to the survey that I created and circulated amongst the ‘Cosplayers.’


Some of my results have been shown in a previous post. However, I was not expecting some of the results that I received.

I shall start by analysing the responses to question 2. I know that some features, or entire ‘Cosplays,’ can cost well into hundreds of pounds, sometimes even thousands. It comes as quite a shock that only 2 of my responders have spent more than £140, with the majority spending between £70 and £90 on their gear. It could be that these are ‘novices’ so to say, and still finding their feet in the field, or indeed that they have come into the hobby at a time when people are being more careful with money. However, given how much may be required to build a full Cosplay, this is still a surprisingly low amount.

That said, looking at the answers to question 1, ‘How Many Cosplays Do You Own,’ the figures soon add up. 1 person owns just 1 Cosplay, another owns 2. But spending smaller works to your benefit - those who spend £70-90 own in excess of 5 Cosplays! This is, again, the complete opposite of what I was expecting, all relating back to my impressions of the cost of costumes. I had believed that being expensive, fewer Cosplays would be owned. Quite obviously, what we are witnessing is the complete opposite.That said, looking at the answers to question 1, ‘How Many Cosplays Do You Own,’ the figures soon add up. 1 person owns just 1 Cosplay, another owns 2. But spending smaller works to your benefit - those who spend £70-90 own in excess of 5 Cosplays! This is, again, the complete opposite of what I was expecting, all relating back to my impressions of the cost of costumes. I had believed that being expensive, fewer Cosplays would be owned. Quite obviously, what we are witnessing is the complete opposite.

Supporting my assumption that the Cosplay following here in the UK is only just starting to grow, the majority of those who took my survey responded to question 5 by answering that they purchase most of their Cosplays and features not only from online sources, but import them from online non-UK stores. This doesn't come as a surprise to me, as, to the best of my knowledge, there are very few stores that supply even some features for Cosplays, the only one I am consciously aware of being ‘Tokyo Toys’ in London’s Piccadilly Circus. This could, perhaps, account for the few responses that selected the ‘buy in store’ choice.
Whilst import seems to be the most used purchase method, there are almost as many who opt to hand-make their Cosplay, tailoring it to fit their exact body shape and including the features where and how they feel that they ought to be so.

One query I wanted to answer was how often people wore their Cosplays. I knew that it was common practice to wear them at conventions, but were they worn at any other times?

44% of my respondents replied that they do only wear them at conventions, such as MCM and Hyper Japan. However, much to my interest, several people wore them once or twice a month, whilst one chose to wear theirs at least once a week. Perhaps my favourite response is that which reads ‘whenever I want to.’ It becomes clear that this is not just a thing done when en-mass, but continued in an individual’s own free time too.

My final question asked why people who Cosplay do so. I had to leave this as an open questions, as there were too many variables, but I was confident that there would be similar themes in the answers. And indeed there were.

Through various words, the general consensus is that Cosplaying allows you to be your ideal person. You can ‘embody characters that you otherwise wouldn't have the opportunity to be,’ pretending to have ‘awesome powers’ and ‘mess with the public’s heads.’


There is a freedom that comes with Cosplaying that people wouldn't normally be able to experience, because you can be who you want to be without any constraints; it is a way of expressing your individuality. There is also a major social aspect to it – the numbers that attend conventions and external meetings in their costumes, it becomes one big family. It can well be said that the conventions can feel almost party-like at times+, with music, dancing and socialising all occurring.

Thursday 19 June 2014

D/601/6672 – 1.1; Advertising

Gulf Lubrication Oil

For an advert, the above is very 'text-heavy,' with a lot of information included in the centre of the spread. However the visuals catch the eye - the vehicles seemingly speeding by so fast that they leave a trail of orange (like the logo) flames, which support the claims of the company that the oil is a 'supreme' product. The text, however, is very straight-forward and well structured, paragraphed and numbered by key point so that the more important information stands out.


Sticking with the theme of motor vehicles, the above is an advert the then-new 'Quality First' Morris car. In contrast to the lubricant oil advert, this advert is centered more around the image. The important text is in larger font and thus easily readable. The word Morris, at the base of the advert, is also in large font and also bold to emphasize the brand name, which was synonymous with the motor industry back in it's day. There is also a paragraph of small print; this is not readable on the PC screen but is likely to contain more information about the car and recommendations as to why it should be bought.
The slogan 'is a new and higher class of its own' is blatantly speaking to its target audience, those more well-off who could afford a luxury such as a motor car, and is supported by the accompanying background of what could be conceived as an estate, or perhaps a high-ranking university.


The 'Golliwog' on this advert instantly catches the audience's eye. Despite being around since 1873, the 1910 advertising campaign by Roberton's Jams was the first such use of the character in this form, having previously appeared in books and as rag dolls. The Golliwog was a popular creation which could be the reason why it was adopted as the mascot for the brand from then until 1988.
A simple ad, it plays one the name of the character, 'Golli-wog,' telling you how good the product is. It then emphasizes that the product is stocked only at 'all good grocers' at 'new reduced prices,' adding to the appeal of the product; it is cheap but high quality as only the good stores will stock it.


A more recent advert, this is for the charity Cancer Research UK. It plays on emotions of those who know or have experience the illness in some way and who would therefore understand how terrifying having cancer truly is. By evoking these feelings of fear in you, it aims to win you over with it's following lines 'One day we will beat cancer. Help us make it sooner.' Telling you that you can make cancer, something that is not a living being, afraid gives you the confidence that by donating to these people, you will make a difference, and that difference will be all the sooner because of your help.

K/601/8327 -1.1; Research Plan

The purpose of my research is to explore the hobby, or in some cases lifestyle, of Cosplaying / Cosplayers. Ultimately, I want to find out why it is such a widely-enjoyed past-time; why do people choose to partake in the hobby, and how much can it affect their lives?

I know for a fact that Cosplays (the costume of a fictional character from a film, manga, anime or similar,) when of good quality, are not cheap to obtain either. Providing those I ask are willing to disclose such information, I also aim to find out the cost of some Cosplays, and what Cosplayers have spent on their entire costume, or even one individual item that forms part of it.

For this, I shall devise an online survey, with open and closed questions so as to get the answers I am after. For example, questions about cost or the reason that a Cosplayer Cosplays will be a text-box response, allowing them to give the answer they want to give. (I understand that amounts are normally a multiple-choice response, but given the varying cost of Cosplays and their associated features, this would require numerous options.)
Questions with multiple choice answers would be, for example, asking how many Cosplays an individual has (due to the high cost, most people own just one or two,) or what their main source of costume supply is.

I will also search online for similar information; the survey will likely only receive short responses. Many people who partake in this hobby also have Tumblr, Facebook and DeviantArt pages on which they share their photographs of their costumes, collections and their backstory relating to how they came about and joined the ever-growing movement.

For my photographs, I shall be using a Nikon D3100 with an 18-55mm lens.

K/601/8327 -3.1 + D/601/6672 – 3.1, 3.3; Infographics






These graphs were formed using data recorded from a survey I circulated to Cosplayers I know, which was then forwarded on to Cosplayers they knew. The survey can be accessed here:








Approximately how much do you spend on a Cosplay?




D/601/6672 – 3.1, 3.3; Final Images







D/601/6672 – 3.1, 3.3; 'Workbook' Images








































The above are a selection of images that were taken during my shoot with my subject, James "Yusei" Gaffney, and his extensive cosplay and anime-memorabillia collection.
In order, his cosplays seen are:


  • Jack Frost (From 'Rise Of The Guardians')
  • Kristoff (From 'Frozen')
  • 'Gender-Bent' Rainbow Dash (From 'My Little Pony')
  • Jesse Anderson (From 'Yu-Gi-Oh! GX')
  • Pokemon Trainer (From 'Pokemon')
There are also pictures of some of James' extensive merchandise collection, which includes plushes, figurines, books and posters.