JuKyoung Ham
R E S U M E
 
2 0 0 8 ~ 2 0 1 0
2010 Graduate Thesis Exhibition
Why am I buying?
Desire to purchase
Shall we dance?
HERE
Life
My Story in Chicago
Tlön, Uqbar, Orbis Tertius.
Being
Map of Coca-Cola
What I should look like
Om on the rang
Roger Brown Study Collection
Christmas around the World
Art+Science=Architecture
You! the experience
Vertical farming
BON Dental Clinic
 
2 0 0 6 ~ 2 0 0 7
SHOW
KT WIBRO
KT Wonder Pack
EN Paper
Weezzle
SELLISYS
HyundaiCard Guidebook
 
2 0 0 4 ~ 2 0 0 5
2005 Undergraduate Exhibition
Pieces
Andrew's ties
Everything is going by
2nd
Danokone
HICHU
 
 
 
 
 
 
 
 
 
 
 
 
2010 Graduate Thesis Exhibition
Installation, Various sizes and materials
 

People compare themselves to people around them, and may envy what they do not have. The feeling that they do not have a high enough status causes people to question their identity asking, “Am I leading or following?” , “Where am I?” and “What do I have?” In my case, I always get this feeling when I see people who have something that I desire. If I know a person who has am image I admire, the perfect image, I observe this person’s appearance, and I try to be similar the person. This kind of reaction can create desire, and lead to the behavior of buying and consuming. This desire can be connected to a brand. People have brand loyalty according to what they believe and they feel about different brands. Therefore, when brands are presented as means of meeting our individual needs they can be provocative, instigating our desire to consume goods that will enhance our social and economic self-image. Based on my studies of various brands and different product categories, branding is a strategy designed for targeting particular socioeconomic groups.

My MFA installation present viewers with series of shopping bags, containing provocative questions about the desire of buying and brand. The shopping bags covey our aspirations and allude to the way people’s identity is tied product choices.

© 2010 JuKyoung Ham