Our campaign is about the depictions of home are in reaction to what we see around us in this quaint college town. As we began to construct ten aspects of home we realized that the way the home was presented metaphorically was also they way it manifested in the “artifacts” which we separated into functions of the households and appearance of the household.
Certain objects around the house are symbolic of what they represent about our ideals. Starting with the outside, the fence symbolizes security and also distinguishes our space from your space. The landscaping of the yard is a reflection of personal taste and the amount of work you are willing to put into it. Your neighbors can build perceptions about what you are like based on your property management. The porch is an area where the transition from private to public occurs, from this point and beyond we choose what to display. The fireplace is the nucleus of the house; it’s where the family gathers to be together to do nothing. The room it’s located in has no affiliation with a particular family member and it contains photographs and other relics of the family that inhabits the house. These main artifacts are your expressions of yourself or your family and customize these areas to how you see yourself.
The other aspects of the house have more to do with the idea of home and what it means in mainstream America. Social events like barbeques, birthday parties, and athletic events give the host house a chance to showcase their ideals through their physical house. Holidays are competitions between neighbors, they’re filled with traditions that unify people celebrating, but also separate people based on their economic capacity to compete in the festivities. Consumption is an important aspect of the mainstream home, the home today is wired to media more than ever before which means that the family unit is constantly racing to carve out a spot for itself among all of the stimuli being targeted at it. Home décor, car make, and your family pet are examples of the charm bracelet that’s home. Others judge you based on how well you fit this mold.
Maria Jose Alvarez-Rivadulla talks about how people in gated communities said decided to move for reasons of safety, but in reality this excuse was a “modifier”, for them truly wanting to “maintain and improve cultural, economic, and social capital”. They people who she interviewed talked about how they wanted to provide their children with the access to things they (supposedly) had or things that they deemed as utopian. We came to the conclusion that the conformity offered by artifacts of the physical house is what holds the model of the nuclear family together. Our add campaign is about how two separate variations of American mainstream home exist side by side. The classic houses on Elmwood which fit our American model not far from the college shanty towns which completely alter it- the images of couches on porches, fires in the front yard surrounded by people you probably don’t know, bikes instead of cars, and the police as your security. Despite these differences both houses represent a family. Our commercial aims to create an understanding of separate needs and cooperation between the nuclear families and the college students because both are needed to form a worthy community. A college student’s utopia may not be a nuclear family’s utopia both sides have to respect each other.
No comments:
Post a Comment