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Brenda Lee Hui Zhen

Class of 2019

Final Year Project(s)

It's a scam! at NTU ADM Portfolio

In modern society, brands and companies leverage on impulsive behaviours of consumers to sell their products. Luxury brands in particular, produce ordinary items disguised as “premium” products, then marking them up to exuberant prices. The ever obedient consumer can only wait by his wallet, ready to purchase the next big thing, whatever it may be. This breeds the social psychological problem of Affluenza, also known as “extreme materialism”.

A commentary on the absurdity of consumerism today, this project aims to help the viewer view spending from an objective, third person’s point of view. Infused with a sense of irony, it hopes to inspire more reflection on one’s “ridiculous” purchases, and perhaps a tighter grip on their wallet in the future.

The project will feature advertising styles of the 1800s, mainly encapsulating their nature of irony and deceit. This old school way of advertising ceases to exist in society today (or at least in ways which are far less succinct), as advertisers are more subtle with words they use due to increasing regulations tackling misrepresentation.