Image as seduction
“The spectacle is not a collection of images, but a social relation among people, mediated by images.”
Guy Debord, The society of the spectacle
The role of advertising in everyday life. The western visual culture was beginning to be dominated by entertainment, distraction, and the imagery of consumerism. - a 'society of the spectacle ', as Guy Debord had called it in 1967.
Image as Seduction:
In Kierkegaard’s Diary of a seducer (1843), it is an image reflected in a mirror that stimulates the sensibility of the seducer ( Baudrillard 1990a: 105-13). The play of seduction may seem to be about the inequality of bodily sexual relations, but in Baudrillard’s hands it becomes a reversible strategy in which the seducer is also vulnerable to being seduced - by the object, by the image.
We are exposed to a wide quantity of images, that arrive to us minute after minute, day after day. My research is evolving and continually changing. At this point, I would like to focus my attention on the power of the image as as stimulator of desires.
The word ‘kitsch’ is of obscure etymology, perhaps coming from German words for ‘rubbish’ or ‘to make cheap’, or the English word ‘sketch’, or even an inversion of the French ‘chic’. It began to be used in the 1860’s in Munich among art dealers to describe the cheap, massed produced and sentimental pictures that then were flooding the German art market. In the 1930’s, the term was taken up by Marxist critics, most notably Theodor Adorno, Clement Greenberg and Hermann Broch. For them the category of kitsch was useful for its duality as both an aesthetic and an ethical category. For ‘kitsch’ has always indicated not only or even bad art, but moreover dishonest and deceitful art: art whose aesthetic failures are bound up with its ethical failures. Adorno called Kitsch a form of “false consciousness”, Greenberg “the epitome of all that is spurious in the life of our times” and Broch “the element of evil in the value system of art”.
Different medium used for developing this subject:
Pictures taken from old commercials videos
Isolate the images out of their context and give them a new meaning.
I took some snapshots from old commercials from 60's - 70s that I found related to the theme.
Isolated stills next to other images acquire new meanings, a new form of storytelling.