An exhibition at Los Angeles County Museum of Art takes the vocabulary of ads (bright color, shiny surfaces, slick lighting) and manipulates, repositions, rearranges it into fine art.
ToiletpaperImage from Toiletpaper , courtesy of the artists and LACMA Balch Art Research Library. CopyrightLuscious, no? Really red lipsticks, five of them, in the hands of men in World Bank charcoal and pinstripe jackets. Glamourous, kind of sexy. But look a little longer. Notice the lipsticks are pointing at one another? Like daggers, or maybe red bullets. Cosmetic warfare. The two Italian artists of are not making an ad for Revlon. They're making art.
It is odd. An indictment, perhaps, of the commercialism of society? Morse thinks it speaks of spending on stuff you don't really need. Commercial ads hit our insecurities — if you buy this product it can solve that problem ."The ads are colorful and commanding. But when you really look, fine art photographs are showing us overconsumption, the thought that we can satisfy our desires with products," Morse says.1988, dye destruction print, 14 × 11 in.
To me, the work is also about truth and reality. Advertising's job is to enhance and manipulate both. You test whether pearls are real by rubbing them along the rim of your top teeth . If they feel a bit gritty, they're real pearls. If not, well ... think Spam could pass that test?
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