Patriarchy Industries - Home Care System v. 15A satirical vision of a patriarchal future
The tone of the company's advertising material is similar to that of 1950s advertising with sexist slogans and stereotyped images of women always radiant and happy. However, the message that Patriarchy Industries launches, despite being also innocent and idyllic on its surface, reflects a much harsher reality for women, since the products and services offered by the manufacturer are oriented towards their role is totally relegated to giving birth to children to perpetuate the species.
The company's technological solutions include systems to automate cleaning and order in homes and workplaces, food cooking, healthcare, transportation, personal hygiene, etc. In addition, it also provides products for sexual purposes that are substitutes for a real woman. Therefore, Patriarchy Industries offers men a way of life in which they can ignore the existence of the opposite sex in every possible way except the reproductive one. From the point of view of the company, the objectification of women, as house slaves and sexual objects, is unnecessary and even annoying, since the effort of maintaining a couple relationship does not compensate for the benefits that it entails. In order to take the supremacy of man to the next level, Patriarchy Industries created the ultimate patriarchal oppressive device: the Patriarchy Home Care System or Patriarchy HCS, which was a true revolution at the socioeconomic level since its launch, and whose new version, number 15, is the object on which this project focuses.
The Patriarchy Home Care System was conceived as the ultimate substitute for women for all those men who would like to access all the advantages and pleasures that they offer, without the effort or inconvenience that human relationship can entail in the short and long term. The system consists of a main artificial intelligence processing unit installed inside a bionic motor structure that simulates the female body both in function and behavior. In other words, a physically realistic robot woman designed for her owner's use and enjoyment.
The images of the project seek to show this dark reality in a joking tone exaggerating topics to absurd extremes, without bordering on purely obscene things, avoiding entering into moral and ideological battles, seeking double meaning and trying to focus laughter towards the madness of a mentality which is already largely overtaken by the new generations. Actually, the object of joke is the failed sexist man, the one incapable of empathizing with women and whose only recourse to accept himself is to deny them and adopt misogynistic thoughts to convince himself that the problem is not him but the opposite sex.
However, despite its satirical content, it is intended that the advertising elements created are realistic and serious, something that can pass as real advertising due to its aesthetics and that can confuse those who are not attentive to the joke. After all, the objective of the project is to create images of great quality and beauty where the models are the true protagonists and catch the eye of the observer.