Perfume adverts are well known for using famous actresses and beautiful models. Many adverts on the tv and print have connotations of sex and use generic representations of woman and men. The adverts use these to try and persuade the customer that when they buy their perfume they will conform to the stereotypes of 'beautiful woman' or 'masculinity'. Its this sort of media which invited children and teenagers to judge at an early age whether or not someone is 'normal looking'. Bellow are a few images I have found and added text to change the meaning.

Appropriation and Kruger

Appropriation means to place an object or image in a context with which it is not conventionally associated with, forcing the audience to create its own interpretation. The text appropriates (takes over) the image. Barbra Kruger uses appropriation by embracing both image and language commonly used in advertising to convey a different message. For example, in 'Your comfort is my silence', 1981, Kruger combined a black and white image of a man pushing his finger up to his lips insinuating silence with 'your comfort is my silence' text. The first two words cover the mans eyes in order to remove identity and portray the idea of 'all men are the same'. By arranging the text in an advert-like collage format to convey a message of gender stereo types, Kruger's image becomes a work of appropriation. However at the same time she is keeping her statements somewhat ambiguous, forcing the viewer to construct meaning and actively participate themselves in the appropriation process of the work. Appropriation is also used in the way Kruger's work was distributed: in the form of umbrellas, tote bags, postcards, mugs, T-shirts, posters, and so on, purposely confusing the boundaries between art and advertising. Most of the images Kruger uses for these works are found photography taken from American print media, she was using images to mock its their own sources.
                                                 
                                           

Jenny Holzer

Jenny Holzer is a conceptual artist who lives and works in New York. I first came across her work after reading she had studied with Barbra Kruger and immediately became interested. Holzer is mostly known for her large public displays on billboards, buildings and even landscapes. She uses projection of words to present her views on feminism and society. As well as this she uses a large array of media to present her ideas and statements such as signs, benches, stickers, t-shirts, paintings, sound, light, video ect. Her large scale projections with statements such as ‘There is a fine line between information and propaganda' are intended to provoke public debate. She is also trying to break the boundaries of niche audiences within art, proving that her work can be seen by anyone, anywhere. She also integrates appropriation within her work using LED signs. The signs look like a form of advertising you would see in large cities, which is why she placed them in areas such as times square. However once read the audience can tell it is not an advertisement and questions the intention of the sign. It also points out how easy we can consume information through different media, we walk past advertisements, billboards and automatically read and consume the information and store it. It questions whether consumers today have any real control over the information that is provided to them. I find her work really inspiring as she uses words and presentation to create her art. I have so far added words on photoshop to create my images. I would like to explore and experiment using other means such a projection and possibly in the dark room.

Year 2

Last year for my independent project I looked at how words can affect images and how words used in images can create a whole new piece of art. I added words to old, boring found images to make them more interesting and meaningful. This year I think I will continue to use found photography and possibly explore ways in which I could change the artists intention. I will start by returning to look at Barbra Kruger's work and investigating her use of appropriation to portray her views. I then hope to gather a collection of used images myself to work with as I really like the idea of recycling images as there are too many in the world. Last year I used old family-taken photographs. This year I intend to dig deeper and find old photographers images and hidden treasures.