Being interested in the unfamiliar

This week in New York has been filled with inspiration from agencies, classmates, and the city itself. Although the busy hustle bustle of activities has been thrilling, some of my most enlightening time on this trip has been spent alone. My first night alone in New York City I spent in a hostel, something the city does not have a lot of in comparison to other big cities I have explored. I knew this was where I wanted to be, as it was an opportunity to be in the same building with people from all around the world, a small scale representation of NYC, as it is an international hub! Although I would have my school roommates to learn from all week, this would be my only opportunity to be bunking with an international stranger…an experience that has led me to make lifelong friends in the past. I thought it would be smart to ask people in my hostel for their take on American advertising compared to their own country before I took off into the NYC agency world for the week. I felt this would be a good way to encourage myself to think different, stay interested and relevant, and show that I’m straight up CURIOUS. Here is what I learned: My roommate “Lee” was a 30 year old woman from South Korea. She herself works in branding, specifically with five furniture brands that sell everything from office chairs to mattresses. I think it added a unique twist to the interview to be speaking to someone familiar with our idea business we are entering. Her initial thought when asked about advertising in her country versus America is that South Korea uses a LOT of celebrities. While it could be partly because of culture differences, Lee said that when she arrived in the city stepping out of a Soho area Subway that she did not know anyone not the ads. One thing she did have to say about the people, however, is that she thought that we appropriate people here. When asked to go more in depth, the language barrier made it hard to get her specific point across. However, as advertising students I know we can all point to a case or a hundred where we have seen this appropriation happen in America. It is going to be our job to change that and I think a good place to start that WILL be talking to those that are different…those that have actually lived what we are selling. Finally, Lee said that what stands out to her most in American advertising is merchandising (she says with a big, branded M&M’s world bag in our room), and displays, which are far from shy in New York City. I really just want this post to encourage people be interested in the unfamiliar. While I could write other examples like Lee’s, it only takes one interview to show a glimmer of the value. 

Maddie Landers

5/9/2018

Account Management

maddielanders.com