Bank of Ireland features a video ad that is new. Within the one-minute advertisement, an senior mom is shown going with a few reluctance away from her вЂњempty nestвЂќ home and as a newly built home with her son, their partner as well as 2 smiling young ones.
The advertisement is problematic as with my notice it utilizes especially painful and sensitive areas of house life in Ireland simply to offer mortgages. In addition it commodifies the absolute most personal and individual of social and settings that are spatial the house.
The advertisement starts with the caretaker descending the stairs of her home that is own task demonstrably suggested to be problematic for her. Downstairs, in a hallway full of containers, she appears around her patterned, carpeted (read: old) furniture and house. right Here, she recalls the memories of the full life lived. Her spouse is finished, now just here in a photograph, and, it seems from the advertisement, the homely household is вЂњfailingвЂќ her. (more…)