At the end of the Bertsolaris Navarra Championship, we have included in our memory the image presented by the newspapers, a hug between the new champion Saioa Alkaiza and Estitxu Arozena. The architect's look will focus his attention on the setting of the Fraternity, on the colorful graphics of the bertsolaris liver, on the design of the seats, on the use of light bulbs, on the material of the ground... But as I look more closely, I have noticed a detail that may have gone unnoticed: the brand that appears in the micra advertising of the bertsolaris, known seller of construction material.
This building materials store is usually located in commercial centers of urban suburbs, on a large scale, with a wide range of materials related to the construction of the house, from cements and insulators to garden and bathroom accessories, and ensures economic prices.
Inside the shop there is a predominance of men, plumbers, electricians… The unions dedicated to construction are masculine. Here's a male subworld of prolethargy. Along with the men’s tasks, to attract women, there are decorative objects from the house, an undesigned alternative to the well-known Swedish brand.
Besides the construction professionals, it is possible to find lovers of DIY. DIY is not widespread in our country in relation to France. The person wanting to prepare with his hands a corner of the house has a curious profile, if it is an activity of enjoyment beyond saving money. The person who works in this “do it yourself” will say that they are the veneers of construction, decreasing its importance, but self-knowledge is a solid exercise, which absorbs from collective knowledge and constructs verses.
Advertising an event does not have to coincide with its ideology, it can be a source of income. Perhaps Bertsolaris has become a tool to reach “those” that can be felt away, or perhaps no one has thought about it.
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