Our lives are arranged around the different aesthetic components that exist in the world, or specifically, our cultural and environmental design. The reality we live in and have been a part of in the past is aesthetic itself. Different cultures provide for a separate and distinct set of aesthetic guidelines that show individuality. For example, in America, there are certain aspects of life that are limited and in a way attached to the "American" name, whether it be seen through a work of art, foods, architecture, and other forms of design and industry. Americans have a different approach and style in their design than do Europeans. One form of American aesthetic that is individual from any other country or nation can be seen in automobile design and industry. The American aesthetic portrayed in the design of their automobiles is "Affordability and simplicity," which is completely distinct and separate from many other cultures. This is the way our culture chooses to appeal to its observers or consumers. By observing and comparing the physical aspects of the automobile design and market in their separate environments, an ethnographic approach can be used to illustrate this American aesthetic as compared to other cultures or environments. .
Year round, when approaching a Dodge dealership, a popular American automobile company, the first thing that catches an observer's eye is all the balloons and marketing decor. Words like "Sale" and "Discount" are printed extra large on banners to establish flexibility and affordability. It feels just like a "garage sale." There are even red, white and blue flags running in all directions above the lot. It is obvious that the target consumers are those of around the middle class who appreciate simplicity and economical, affordable means of transportation. The outside is covered with asphalt. The lot is enormous with an enormous amount of cars.
