If...Ads Make The Value of Society

The basis to expand the work is to enhance it's interaction with the audience. As mentioned earlier, what I did not achieve completely in the experimental piece was the stimulation of senses. From the ball itself, these are the senses in contact that I identified:

1. Touching - The matt surface and the temperature brought by the clay coating.
2. Hearing - The collision of metal pieces inside the ball.
3. Sight - Colour contrast between red and white and the stencil fonts.

Now, provided that I have to design the spacial experience for the audience, perhaps the interaction of senses could be amplified from the installation of the space. How do I show a contrast of inner voice with the outer situation - A gigantic environment that is suppressing a tinny voice of ourselves?

Before finding the possible solution to design the space, I should emphasis on the element that could be considered to construct the oppressing environment. At this point, I think advertisement is the suitable object to represent the social expectations. Of course, the relation between advertisement, social pressure and inner voice is not as simple as 1 + 1 + 1 = 3.

Advertisement being one of the tool that moves the wheel of a capitalist society, has a hidden mechanism to shape and to mirror the society. Either being positioned as an active or passive catalyst of affecting the society, advertisements are indirectly telling us who we should be. For instance, we need to consume product A, in order to be person A. In that sense, person A will contain characteristics that are well-accepted and well-recognised by the society.

In the end, when advertisements are answering the call of the society's desire, it become one of the cause that builds up the social value, standard and expectations. Like it or not, at a certain point in life, we are asked to achieve these expectations in order to fit into the society. Hence, we loose our own voice and gradually blends with the expectations.

According to this decode of the relationship, I came out with some possible solutions in designing an atmosphere that the audience would feel the pressure of the advertisements (social expectations).

The TVCs are arranged as mosaic video. The audio is a mixture of all the TVC to suggest a noisy, oppressing and distracting environment that prohibit us from expressing our own voice.

Screen A (loud audio) matches with heavy ball (softest voice).
Screen B (semi loud audio) matches with light ball (soft voice).
Screen C (soft/no audio) matches with lightest ball (loud voice).

 

If the screen is enlarged, the contrast of size between inner voice and society pressure is clearer.

 

What if the screen is projected from the ceiling? So once you enter this space, you are part of the oppressing society.

Reading material: Does Advertising shape society, or merely mirror societal trends?