I received an invitation by a property developer to attend the preview of their new development yesterday. What I found interesting was the way their smart and presumably well paid advertising consultants advertised the development as “fully furnished designer suites with a unique concept called “The Vercadicos Living Concept””. [I suppose such advertisements would appeal to some people whose aim in life is to be a Vercadicos Man or Vercadicos Woman.] So what makes a Vercadicos Living, you may well ask – “a first-of-its-kind sky bridge that connects two towers …a hyperactive hotspot where residents can gather and interact amidst dynamic features and facilities.” In simple language – an expensive sky bridge with facilities. Why not put these facilities on the roof tops of the two towers you may well ask? Well then, you can’t brand the development as the Vercadicos Living for the Vercadicos Man or Vercadicos Woman! The point I am trying to make is that our modern lifes are now more about “unique concepts” and “branding” than actual meaning and purpose. About having a Starbucks cappuccino (with a flower or panda design on it, no less) tapping away on your Iphone – rather than having a kopi-o kosong kau kau and having a real conversation with your friends. About the branding on your T-shirt, handbag etc and how that makes you, whoever the advertisers say it does. I wish people would spend more time living a rich, varied, interesting life - discovering meaning and purpose for themselves - then “buying into” the “lifestyles” advertisers say we should be living. And yes, I think it is stupid to pay people to furnish and design your home – a home should be about YOU – your history, your experiences, your sense of aesthetics, etc. Oh, but what do I know – I can’t afford the Vercadicos Living.
Posted on: Wed, 12 Jun 2013 02:05:51 +0000
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