Its also quite unusual in that it features Black people. Very nice.

Ads are often aspirational. We can all aspire to live in such a beautiful environment.

Personally, while I admire the aesthetic of modern homes, I *prefer* to live in a traditionally-styled home. It feels more like a home to me, and probably, I imagine, to many others.

I live in New Hampshire. Homes like that are few and far between in my part of the state. Besides, for me (not having a great eye or probably even good taste for that matter) it's easier to use "modern" pieces to update my old fashioned (c. 1880) house. I think I would have a hard time knowing how to soften modern lines with rustic touches/antiques even though I see it everywhere and like how it looks.

Advertisements are usually not about reality, the average beer drinker does not have a model wife and the world's greatest friends. It is a common advertising technique that associates the product with a "better" life. People will be much less interested in a product that makes your life seem ordinary.

There are a lot of TV ads showing contemporary modern or midcentury modern houses/interiors. This doesn't necessarily reflect the taste of the society in general. It is mainly the aspirations/dreams/sensibilities of the advertising guys -- the hip, the cosmopolitan, the forward thinkers.

If the ads were to reflect the true average American way of life, we would basically see stuff like the ones on the TV show "The Middle".

On related note, the great midcentury modern design/architecture/art that we come to appreciate now is also aspirational during those times, in a sense that only a few portion of the population lived with it.

I suspect that you will find that the aspirations reflected in the ads belong to art directors rather than their "audience".

In terms of shooting a commercials, modern houses often incorporate large windows and as a result, offer more options when lighting. Power is usually more robust than in older homes, and modern homes are generally more convenient to bring large trucks to.

There's also the matter of the location owner being proud of their new home and wanting to show it off, whereas owners of older homes may be less inclined to let a film crew into their homes where irreplaceable items may be damaged.

While I agree with denverdigs, that it is aspirational, I believe it is more lifestyle aspirations. The people that live in these modern environments are Young Urban Professionals. They do not get in the minivan to take the kids to soccer. They are parking their sports car at the airport as they jet off to the opposite coast for the weekend.
Traditional designs are easier to live in with a family. But that doesn't mean we can't shop where they do to feel some of that lifestyle for ourselves.

When I was looking at houses to buy, I didn't look at modern style homes because there weren't any to look at - maybe if I had increased my price range several hundred thousand dollars, I would have found a few. Availability and cost are huge factors.

The rational is that the modern look is simple and understated. There are not usually any fine details like woodwork to draw the eye away from the product. In addition, the whites give people a feeling of relaxation and brevity. It helps give people the feeling that their life will be simpler if they shell out the cash for the Nissan.

A good ad would not necessarily reflect the taste of the advertising professionals. It should be geared toward your demographic audience and the new folks you hope to capture. Contemporary design is "cleaner," there is less to distract the viewer from whatever it is you are trying to sell. Most kitchens in ads are white, which I believe may be for the same reason

Cars and architecture are my two favorite subjects. I associate a classic european car with a midcentury modern home. Maybe because their designs are never out-dated. Also newer cars styles are going retro so a midcentury home is appropriate? If this car was a minivan, you would see a more traditional home, perhaps. Great discussions on a great topic!

I agree with kismacska. I like the look of modern and contemporary, but I don't think it's comfortable.

It's an interesting question, but I think the premise is off. I don't think general pop. is drawn to the house design per se as much as the clean, organized look gives an overall good feeling. That's what we aspire to, not necessarily the modern design of the ad. So marketing uses that to make us think that buying their product will elicit the same feeling.

I've never noticed that before, but now that I think about it, commercials here in Mexico are much the same... modern, minimalist spaces.

I think it's because they give off a feeling of cleanless, simplicity, light, freshness, etc. Just good feelings in general.

Other than the aspirational aspect of it, contemporary homes in ads actually also serve a practical purpose. With their white walls, simple lines and spare, bright interiors, they're like a blank slate -- these homes don't alienate -- and therefore the viewer focuses on the characters and the product.

It's kinda like why catwalk models are thin, really -- they're just walking hangers. They're not even allowed to smile on the catwalk so as not to distract attention away from the clothes.

"Has anyone else noticed this pattern of idolizing contemporary designs while not actually living in them? Why don't we put our money where our admirations lie?"

Hmmm... probably because contemporary design can be quite expensive, and judging by the ad, people are probably spending their money on contemporary cars instead of contemporary furnishings :)

But the real reason is that contemporary furnishings look "cool", and want the car itself to identify with a lifestyle of "being cool" so that people will buy it.

Modern style communicates a lifestyle very quickly. The ad communicates "these people are just like you, only a little better" and the implication is that a Maxima is one way to get to where they are without stretching outside of your budget range. You maybe can't have the house, and the technological savvy, wealth and easy lifestyle *implied* by the house, but you CAN have their car.

Modern homes are harder to come by and traditionally more expensive - MUCH - which is why even those of us who love them don't live in them. Also, who wants to see a commercial about everyday suburban living when you already live it? And, these commercials are reaching out to younger people who identify more with a modern aesthetic than middle aged people.

And all the commercials in Norway look like this, too. Then again, that's been the 'decor sensibility' of Scandinavia for decades: modern and contemporary.

But c'mon, who really wants to look at a commercial of a home furnished with country-duck decor and American oak furniture with plaid upholstery? It would not convey an appealing message at all to a vast majority of people.

the use of a modern home shows that these are "cool people". "cool people" don't buy a minivan when they have a baby, they buy a 4 door sports car. marketing 101.

"But c'mon, who really wants to look at a commercial of a home furnished with country-duck decor and American oak furniture with plaid upholstery? It would not convey an appealing message at all to a vast majority of people."

This.

I think people like the "idea" of living in a contemporary home but they often can't see themselves inside it. Over the years I've always made my living spaces "unique" and people love them, but when I say "you know you could decorate differently too" they look at me like I just told them to join the circus.

"But c'mon, who really wants to look at a commercial of a home furnished with country-duck decor and American oak furniture with plaid upholstery? It would not convey an appealing message at all to a vast majority of people."

That's not exactly the only alternative. I agree with edmarch's "blank slate" comment. This kind of design looks clean and simple, requiring minimal staging and providing an appealing backdrop for the product. I would not want to live in one of those houses, though.

I think that it is telling that this is a sports car ad. Modern or futuristic sports cars are much more likely to be appealing to the American masses than many other modern things, and I think they are matching their setting to their product.

So, you are saying that advertisements and marketing concepts don't mirror reality?

That's so shocking...