Watch Choose Freedom 1 here: watch here: www.youtube.com Choose Freedom is the name of this project. At first it may seem like a catchy slogan, and nothing more. But behind these two words lies a question, actually a series of questions concerning media, progress and the modern way of life. Despite the alleged facilitation of life with technology (progress) and the higher enjoyment with so many options for entertainment (media), this project aims to question such assumptions. Choose has the proposition of saying no to the so-called comforts and rights of customers. Freedom means actively pursuing goals instead of having them serviced for you. This project is purposefully in the form of a commercial. It is so because of what this genre, the commercial, represents in the television/internet era. Common thought might say that commercials simply try to sell a product. But there are a myriad of unspoken truths much stronger than the simple advertising of a product. As Neil Postman would say in his controversial book Amusing Ourselves to Death, the commercial is not at all about the character of products to be consumed. It is about the character of the consumers of products. He even goes further, stating that what the advertiser needs to know is not what is right about the product but what is wrong about the buyer. (Postman, 1985, p.128) In other words, on the personal level there is a psychological tone, and on the social level, commercial is embedded in the way people think …
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