The edge of reason

Edgemont at Westwood Village

The condo ads have been bland lately. While there’s no shortage of bad ads, there is less and less of the “so-bad-it’s-good” variety.

The ad for Edgemont at Westwood Village is an exception. A modern classic of condo hype, it is written to appeal to the broadest possible audience by cheerfully embracing dualities without the slightest bit of shame. It’s yoga meets urban meets nature meets golf. (Surprisingly, no mention of a latte or related beverage.)

You don’t need to think about this ad for more than a second to come to the conclusion that it makes absolutely no sense. Nobody’s doing yoga in a forest across the street from the new H&M. But advertising isn’t about thinking or logic or meaning, it’s about doing. In this case, it’s about running out and spending 400 large on a condo in Coquitlam. By the mall, yet, by nature. And golf.

Another way of putting it:

1.) At breakfast, shop Lululemon;
2.) At lunch, hunt and skin a deer;
3.) At dinner, bring out the putter for par.

Advertising is about the arbitrary linking of ideas. For lifestyle marketing especially, the theory tells you the unity of the random is the way to go. Why be one thing to one audience when you can be all things to all people? Make no sense and anything is possible.

Yoga, urban, nature, golf?


7 Responses to “The edge of reason”

  1. aetakeo Says:

    My head’s exploding at the very idea of a million two for 2000 sq. feet, no yard, and strata making decisions about how you use the space, in COQUITLAM.

    I mean, I’ve been a bear for a long time now, but I’m almost used to $1.2 in Vancouver for apartments. When the Shangri-La set up, I snorted, but the market caught up and now it’s “reasonable”.

    But Coquitlam?


  2. solipsist Says:

    The thumb and the index finger are brought together in gentle contact, not pressing hard, while all other fingers are kept upright.

    Right mudra, but the wrong execution. That will lead to a feedback loop of insanity. Right mudra, wrong mojo.

    Its practice ensures mental peace, concentration, sharp memory and spiritual feelings.

    Which will be needed when the following kicks in;

    It cures insomnia and mental disorders, and dissipates tension, depression and drowsiness. This is a must for those who aspire to develop telepathy or wish to acquire extrasensory abilities.

    The emboldened will be the result of making such a foolish, desperate purchase when it loses more than half its value. The drowsiness induced by the commute can be alleviated by developing a plan to telecommute (forget about the telepathy – should have had that before the purchase), and change extrasensory perception to extra-sensitive to job loss.

  3. The Aesthetic Poetic Says:

    The thing is, in Vancouver, there are alot of young professionals, 25, 26 years old, getting engaged and settling into a position within their respective industries.

    They had their wacky college days, going to the bar, making offhand comments about their forays into liberal sexual pervision, they smoked marijuana a few times, and may even been tempted to attend a some brand of protest.

    but once the got their bachelor of science, business admin or commerce degrees, they realized that it was time to grow up. So after a few years of hard work and spiritual reflection, they decided to become “adults”.

    The first small step along the lifelong journey to adulthood is buying a condo. It solidifies your dedication to “the real world” and if you’re a male, it convinces your spouse that you’re dedicated and mature.

    So yeah, it’s fun to sit around and post silly comments on a blog all day but, is it real? is this real life? no, it’s childish really, a childish attempt to negate reality. The fact is, Real Estate is the Real World. And until you’re ready to buckle down and settle into a 40-year mortgage, you’ll never understand the realness of reality.

  4. Strataman Says:

    Go green & be happy with no parking stall for this unit.

    Hmm so you charge more if you have no parking stall!

    # 2606 668 CITADEL PARADE BB, Downtown VW, Vancouver West

  5. Strataman Says:

    This desirable, high in the sky, brand new suite has stunning views spanning from the Lions’ Head, Grouse Mountain, Five Sails, Coal Harbour, to the 2nd Narrow Bridge. Costco, Downtown, Skytrain and Yaletown are all just steps away. Very conveniently located where you can walk or take the skytrain, buses, float planes & seabus to wherever you want to go. Go green & be happy with no parking stall for this unit.

    Good site condohype, but I think you gotta include listing agent hype, after all the developers will soon be out and the action will be in the MLS listings!

    Ps I beeen standing inside Spectrum waiting for a float plane, trying to see the second narrows bridge, while explaining to a co-worker that they can find me in Cosco’s attic. Why does no one take me seriously?

  6. Duran Says:

    Mr. Aesthetic Poetic:

    Let me see if I fit the profile you described:
    25, 26? 26, Check
    Young professional? Check
    Wacky college days? Check
    Degree? B.A.Sc., M.Eng, Check
    40-Year mortgage? Ummmmmm, No.

    The only thing real in my opinion about Vancouver’s RE market, is that it’s real stupid at the moment. I can afford to get into a condo, but should I, to prove to myself and my signifcant other that I am “mature” and an “adult”? I personally think that my maturity shows when I have researched with due dillegence the risk of entering the RE market at this time in this city, while saving wisely for a time in the future when the fundamentals of this insane market are back to reasonable levels. To think that it’s “childish” to question RE marketing, and to not buy into this market, well, I think that’s “childish” in itself.

  7. Otto Says:

    “The first small step along the lifelong journey to adulthood is buying a condo. It solidifies your dedication to “the real world” and if you’re a male, it convinces your spouse that you’re dedicated and mature.”

    The Aesthetic Poetic, you made my half-hour. Flashbacks to Moe Berg/TPOH abound.

    Your post is either very well-disguised satire or the standard for unintentional comedy of the “my observations appear hip and ironic, but somehow I still take things a little too seriously” variety.

    Incidentally, compare the interest on a 40-year amortization against a conventional, 25-year amortization and you’ll see how much the privilege of buckling down and settling into “adulthood” costs.

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