Overview:
The Kitch-O-Matic is a portable and fashionable oven/handbag for women of the 1950s. Created by General Electric, this design is meant to allow a woman to make a home cooked meal on the go.
o begin Construction of the portable oven purse, the “Kitch-O-Matic”, I started from the shell of an old purse. I gutted and cut into the purse, Creating space for an oven rack and making a new flap that would serve as an oven door. I then painted the purse White and Pink, two very stereotypical colors for woman and very common colors for woman’s fashion at the time. After that I Inserted neon wire lighting to give the effect of a heated oven. I then added on final details including latch I created from an old belt, an oven tray, and a transparent oven window.
My culture Jam was inspired by both 1950s paper ads, as well as 1950s television commercials. I decided to make a statement on the overly sexist ads at the time, especially from General Electric, by creating a satirical and sexist ad myself that included many of the stereotypical sexist ad ideas of the 1950’s. I also had the narrators voice sound like a stereotypical male Television advertisement voice from that period to make the ad seem more believable.
My Spec Sheet was inspired by both spec sheets from the past and from modern day. I took inspiration from General Electrics own oven spec sheets and the created and designed a more interesting and aesthetical pleasing format that would match my 1950’s look.
Slogan:
“The Kitch-O-Matic: A woman’s home away from home!”
Process Folder:
Link- https://docs.google.com/presentation/d/1PWRWVLpPJoNY1_53e0BHFeO2FJ0qcdZZBoc8DEnqzfU/edit?usp=sharing
Creative Brief:
What problem are we trying to solve for our user?
- The problem that is being solved is the lack of an oven being available at all times. For some people this might mean they want to have an oven available to them at all times, for others this would solve the problem of them not having/not affording a traditional oven in the first place.
Who is having this problem? Describe the Clients demographics, behaviors, etc.
- Middle aged women (from the 1950s and 1960s) with husbands and families, aka “Homemakers”. Woman who tend to stay at home, take care of the children, clean, and cook.
What is the best way to help them solve it?
- The best way to solve the problem is to bring the oven to the user in a smaller more compact size so they can use the appliance anywhere.
What could we do or make?
- A portable oven stored in a bag or purse for easy travel.
What would Make people talk about or share it?
- Since the user is the stereotypical 1950s woman, making the product both useful and aesthetically pleasing and fashionable would grab many woman’s attention.
How can they participate in the experience of the product?
- The women would be using this product to prepare food and carry it around with them to be able to provide “home cooked” meals for their families while not at home.
What is the context (where and when) for engaging?
- This product is set in 1950’s America, most likely the suburbs.
- This product would be used when an oven was is not readily available.
Who is the target audience?
- My target audience is Men although the product is made for a woman. At this time men were considered the head of the household while women were mainly considered homemakers. The Ad addresses men instead of woman, explaining the benefits of the Kitch-O-Matic from a mans perspective. it is beneficial for their wife to have the Kitch-O-Matic because it would allow men to have home cooked meals on the go, it’s also a cheaper and more compact option compared to traditional ovens.
Final Photographs:
Spec Sheet:
Culture Jam:
Link- https://vimeo.com/318480367
