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Life + Class = ?20081610 Jaehyun Ahn20131155 Seohee Kong
1
Democracy should guarantee equal chance but…
• The capitalistic society we live today hinders equal chance of the people and accordingly, the advertisements promote privileges which will result in unequal outcomes to the buyers those who can afford and who cannot.
• We start on the basis of acknowledging we are in a capitalist society where ‘economic’ class exists. However, in this presentation we want to say that these advertisements recreate a new kind of ‘social’ class hindering the equality of democratic society.
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http://en.wikipedia.org/wiki/Democracy http://en.wikipedia.org/wiki/Classless_society
Hyundai Capital or Not
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Comparison in the Past
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Today’s Class Comparison
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Baldly shows a ‘Class’ in advertisement
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VS
How we accepting it
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The relationship between the signAnd its conceptual object arbitrary
Symbol
Something that serves to indicate; a sign
Indication
Resembles it conceptual object in certain ways.
Icon
How ‘we’ accepting it
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How we trust
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BuyerCustomer
Hyundai Capital(Seller)
Ways of seeing
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Movie: The seven year itch (1955)
Subject: Temporary freedom of a married man
Scene: First met a young woman, who will be a
sexual fantasy of married man
Movie: The circus (1928)
Subject: Irony of capitalism
Scene: last scene of the movie, he fired by the circus team and look back
That team with his sorrowful eyes
Ways of seeing
11
(if there is a) high class class