In modern society consumers are faced with a variety of brands and asked to choose between them. Although there are various brands, most products are actually very similar. On the surface it may appear that consumers have more and more choice, whilst actually they are choosing among often similar, or indeed identical, products. Brands use highly developed persuasive techniques to promote their products and influence and persuade consumers to buy them. Therefore, Choice? aims to reflect on this phenomenon and investigate the relationship between consumers and brands.
The idea of the project comes from Lingling’s own experience as she tends to use her own experience to refresh the viewers’ “memory of consumption”. The project puts various brands’ logos on the same products to stress that consumers are always purchasing similar products and they are controlled by brands, leading viewers to think whether they pay for fulfilling their own needs or for brands’ logos.