In a TV commercial for the Land Rover Discovery we see a wide range of settings, all with traditional architecture, that is until the driver comes home. And they come home to none other than the Modern House.
Of all the places the driver encounters none but the home are modern - including an Art Museum. Even an Art Museum is a perfect candidate for modern architecture. But why not? Well, its simple. The driver does not own the Art Museum. The driver owns the house.
If you want the house to cast good vibes on your product, to make your product look desirable, to look like a possession of somebody who knows "the good stuff" to own, then of course you want to show your car owner pulling up to a modern house. You want viewers to desire your product, then you show them as the choice of people with good taste, people you want to be like. The thing that everybody seems to know is that we want to be like the guy with the modern house. Almost everybody knows that. Everybody but the housing industry in the US it seems.Much thanks to Preston at Jeston Green for this one!