On the third tutorial, Ben and I were looking to how to connect the strategies carried out by designers nowadays with the theories of Packard and Bernays. He also pointed out a few things that needed to be fixed, like structure or the way certain things were worded.
We also discussed the practical work. The concept of telling a lie convincingly was explored in the last week. One idea is a product from Ikea to build your own borders, as a way to throw a critic about Catalonia or Trump. A company like Ikea has a very wide target audience, so it has to solve all kinds of problems and persuade customers to believe certain product is real.
Looking back at the dissertation, the whole text points out that consumers buy meaning instead of product. It'd be interesting to explore this in more deep by branding a series of products to sell only meaning through typography, colours, imagery, etc. An example of this can be a bag of hope, a package ofinsurgency or a bottle of self-confidence.
This is how I came up with the idea of selling air from different parts of the world to convey different emotions. Different targets would find different airs attractive for different reasons.
Air from the Himalaya.
Air from Chicago.
Air from the fight between Floyd Mayweather and Conor McGregor.
The feedback from Ben said that this could be a window to the future and make an advertising campaign about it. Have pictures of the process of capturing the air. Capturing anger, strength, etc.
The work of Marcel DuChamp and Piero Manzoni was discussed during this session.
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