| Abstract [eng] |
Summary Aim of the research: while ironically treating advertisement texts and visualisation, to invite public to give thought to consumerism as the condition of consciousness leading to mankind destruction in a physical, social and cultural sense. It is thought how art in a moment of split in daily life could help a man to realise what predetermine decisions related to consuming culture. Object of the research: a construct created in a form of conceptual art, made of six parts linked into one, the basis of which consists of boards used for transportation. Techniques of stencil graffiti were applied since it is clear, easier perceived and noticed by public (especially, the younger ones, to the conscience of which it is appealed more and more often) and more attractive in a stylistic sense. A crow is the general figure in the research which is the symbol with many implications. It symbolises wisdom, wiliness, strategy as well as hardship, gullibility. In my research, the crow also represents predatory intention of advertisers to destroy human consciousness, when turning it into a dull consuming machine as well as a separate individual of consuming society, simply trusting advertisers’ myths that goods or services offered by them could make our life perfect. Pink colour dominating in this research supports the value system of advertisers forming the life style of consumer society, topic of the suggested utopian world (“the world seen in pink colours = the ideal, perfect world”). Verbal text imitates running advertising line which very often is seen at the bottom of the screen. It was attempted to materialize the though that in no way you could hide from advertising texts since they pursue people as inevitability. Verbal level of the text was created when changing places of letters and syllables. This way it was attempted to “obstruct”, to stop their inert motion. The text addresses a perceiver ironically. It says “trust”, “believe” while instigating to think critically, to reappraise values. |
