Ways of Seeing by John Berger
I believe Berger is right, it happens not just with art, but with everything that is reproduce, like a story that becomes a myth or a confession that becomes a rumor, the reproductions of art through-out the time have change its meaning, its interpretation, its value, pretty much everything. I think in advertising is more obvious because every brand use the images to project the lifestyle, the product or the service they’re trying to sell and, to accomplish that they manipulate the meaning of the piece to get to their target audience.
Nowadays pieces of art are still being used to sell a product using the reference that the piece of art itself evokes from its meaning, but at the same time, they’re giving it a new concept, they’re transforming the art piece is something completely different, and as Berger claimed, something more complicated; so I agree with Berger in the fact that the reproduction of this pieces changes the main purpose the artist had while they’re making them and the use of it in other fields like advertising make a different interpretation in our minds as the audience target for the brands. I’d like to show some images that proof how the meaning of the art piece change as they use them to advertise a product.
Magritte’s self-portrait used to sell a blender.
Russian brand Hi-Fi Audio’s advertising copying Dali’s Madonna of Port Lligat.
Practices of looking by Lisa Cartwright and Marita Sturken
1) Emotion: I think she wanted to reflect the emptiness in the human beings, the superficiality and lack of empathy.
2) Representation: From my point of view, Nichole Eisenman (the painter) wanted to represent the world nowadays, a portrait voluntary isolation and the dependence we developed to our devices
3) Social construction: This painting caught my attention from the beginning. I feel so understood, I feel like she can see the world the same way I see it, she possesses the ability to step back and see the world through a screen, she could capture the loneliness; we’re alone surrounded by millions of people, we don’t value relationships, we recycle them, we do not create bonds with one another, we prefer to talk in Facebook, we may breathe in this planet called Earth, but we prefer to use drugs to be somewhere else.
4) Mimesis: The resemblance with reality is obvious, Eisenman made such a good job, I can imagine my own environment like this, I see it every day in public places, in school, in friend’s parties. This painting looks so real for me that I though at the beginning I was in front of a picture.
5) Denotative/connotative meaning: The painting is denoting the social situation nowadays, the way interaction evolved; connotatively, we can see we are less and less humans every time, we’re acting robotic, we’re slaves of drugs, ephemeral relations and material things (devices, money).
Another Green World by Nichole Eisenman (2015)
Picture taken at MOCA Los Angeles, CA.
Ways of Seeing British. Broadcasting Corporation. Penguin Books. 1972
Practice of Looking. Lisa Cartwright. Marita Sturken. Oxford University Press. 2002