Other Adds

2002 , photo-montages series , 5 slides , 36/24 mm each
  • Text

Series of fake cars advertisements images.

The display is flexible and could take the form of any of the conventional distribution channels of advertisement: Outdoor Display: billboards, slide projections in urban environment Press inserts: page ads in magazines or newspapers. So the scale and the material implementation of the work is variable, depending on the channel of distribution.

Series of images from car advertisements, rephotographed, scanned and additionally manipulated in PhotoShop. The only significant changes in the images are actually the names of the specific cars model. All the original names (like Corolla, Vectra, Primera, Laguna, etc.) are substituted by new ones (Auslander, Bimbo, Zuegreister, Kumeltuerk, Tschusch, etc.). This substitution operates in several levels of subversion. There is first this monotone repetitive principle of personification, appearing in car ads. There are always nice, romantic or adventurous situations in which the machines are displayed. The names, chosen for the models are often female (or sometimes-male) very COOL names. All these strategies work perfectly for the final aim to seduce the consumer. And this effect is preserved in the images, so at first sight everything look as usual, and then comes the rupture, the "punctumÓ by R.Barthes, when the name of the model is recognised. It is the effect of "flash-back". That few seconds when the mind is confused by "that little thingÓ, which should not be there. Isn’t this "flash-back" similar to the realisation of how many rasistic, xenophobic and reactionary fears sleep under our consciousness, on individual and collective memories. It is also significant to see how many of these fears from the other are recognisable in social and state regulations. So the subversion works in the tension between the image and text. But there are other relations contained in the manipulation. The relation for example between the car, as a means for easy overcome of long distances, and the democratic slogans like "free movement of people and ideas".

We could also often see in massmedia and entertainment indutry products this image of a car, following the clishes of FREEDOM and INDIPENDANCE. In reality on the other hand it is turnde out into a commodity, showing a certain social status, working more for the stratification. The display is flexible and could take the form of any of the conventional distribution channels of advertisement. The only permanent element for the display of the work is infiltration in public\media space.</p>

Cookies make it easier for us to provide you with our services. With the usage of our services you permit us to use cookies.
Ok Decline