My belief is that the ideological message behind most design today seems to be very orientated towards the catering to many but making individual. What this means is designing objects that while mass produced and basically the same, can be modified to almost get the exact experience that the user wants. The message seems to be that while everyone is different, we all basically want the same thing.
Vid.1
This idea is used as a selling point in many products especially technological devices such as phones and laptops. The above example of this is the iPhone. This advertisement from earlier this year uses the world "you" a lot. This is a way of selling to the audience a design which while designed for everyone, is specifically for you. This is the same with most mobile devices these days, almost every advertisement for these product uses the word "you" at least three times. The reason for this is people are more likely to go and by this product for themselves rather than just having one for the family because it is for the individual, so the company makes more money. When you think about it still supports the mind set between the 50's and 70's of consumerism, as seen in Pavitt's text[2], but on a larger scale. Instead of selling just to the lady of the house hold who does the shopping, they are selling to everyone and getting a larger consumer base because of this.
Reference.
Vid. 1 ??(2011, March 26). Apple Pub : iPhone 4 TV Ad Retina Display (VO - Mars. 2011 - HD)[video file]. Retrieved from http://www.youtube.com/watch?v=ruJFBf83k9g
[2] Pavitt, J. (2008). Design and the Deomocratic Ideal, Cold War Modern: Design 1945-1970 (pp. 72-91) London: V&A Publishing.
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