BIJT.org research blog » Nokia http://www.bijt.org/wordpress Research blog about mobile media and urbanism by Michiel de Lange Thu, 22 Dec 2011 13:40:40 +0000 en hourly 1 http://wordpress.org/?v=3.3.1 http://creativecommons.org/licenses/by-nc-sa/3.0/nl/ Nokia ad: “be yourself and do it in style” http://www.bijt.org/wordpress/2007/05/13/nokia-ad-be-yourself-and-do-it-in-style/ http://www.bijt.org/wordpress/2007/05/13/nokia-ad-be-yourself-and-do-it-in-style/#comments Sun, 13 May 2007 12:39:48 +0000 Michiel de Lange http://www.bijt.org/wordpress/2007/05/13/nokia-ad-be-yourself-and-do-it-in-style/ Another outdoors advertisement, shot already a few months ago in Amsterdam. The ad says “Who do I want to be today?”. Options are: kroegtijger (don’t know how to translate this, binge drinker or bar fly is a bit too negative), fashionista, paparazza, night butterfly, supermodel. All very much consumer identities. All identities that are mediatized. All ‘global’ identities, that is, recognizable in many different cultural contexts. And all identities in which the mobile phone can be an aid in the pretense to be one of these, to play a role, as if… The ad plays upon the idea of wearable identities: identity as a jacket that you put on or off.

Nokia ad “be yourself”

(click to enlarge)

Also, Nokia can be added to the long list of corporations who think we should “be yourself, and do it in style”. The imperative to be yourself paradoxically is a pressure nowadays from which there is no escape…

 

 

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