Associations with Objects
Now let's bring our experiences into finding ideas, okay, so, we've got associations with different things. For example, we've got this clock. And, we can look at the clock as having an identity, a use. So, what is a clock? Where is it supposed to go? How do you normally interact with a clock? Well, usually you don't touch clocks. You look at them, you tell time with them, they're used to tell time, they usually hang on a wall or sit on a desk. Okay, so we've got our normal associations with a clock. Now one step deeper, what personal associations do you have? Not just, what is it, but do you have any memories regarding a clock that are important to you, or if I ask you right now, think of a clock, like any clock from your memory. What do you think of, as a clock? So, like, I remember my family would drive to the Jersey Shore, to the beach every year. I grew up in Pennsylvania and we would always drive past this one clock tower. And whenever we saw that clock tower, I knew that is was ...
time to get food, because we were gonna stop for our big breakfast stop of the trip, which was my favorite thing to do. I loved that restaurant. I don't know what it was, but I loved it. So that's what I think of when I think of a clock. First memory, that's my association. Yours will be different, obviously, you did not go to that restaurant as a kid, so it's different. So we have the association of what a thing is. Then we have the association of what we think a thing is, what we associate with that thing. And then we have associations that we haven't even made yet. Now if you have a clock and you're gonna create with it, how can you use it differently? What new position could you put it in? How could you photograph it, so that it is no longer just the thing that you thought it was? In this case, I photographed it from the top down. I made it look really big, though it was only about this large. And then, it became something different. It became something that I could literally sit on, through the use of Photoshop. So it's different now. My association with a clock is now not just that it has to be something on a wall, but that it's something that I can use photographically to make a larger point about something. And that's where association comes in. Here we've got butterflies. What do you associate with butterflies? What is a butterfly used for, (laughs) I guess, if you had to put it like that? What spaces do you find them in? And then your personal associations. And then what can you do with a butterfly to make it different from what it is now? And that's what we're asking ourselves for each of these things. For example, this was a hula hoop. I have lots of personal associations with a hula hoop. Didn't need to put them into this picture necessarily. So, how can I use this thing that I had in my garage, for something different. I can't hula hoop to save my life, so I has to use it for something eventually, and this was what I used it for.
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