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.

2

http://en.wikipedia.org/wiki/Democracy http://en.wikipedia.org/wiki/Classless_society

Hyundai Capital or Not

3

Comparison in the Past

4

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

10

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