Video: Product Placement - Branding and Globalization in Alex Gross's Paintings
2024 Author: Richard Flannagan | [email protected]. Last modified: 2023-12-15 23:55
In modern times, when globalization is sweeping across the planet, even countries on different continents differ from each other only in the language of communication and racial type (and even then, with mass migration this becomes a convention). Otherwise, everywhere the same clothes, the same brands, the same behavior of people. This is what the artist is talking about. Alex Gross in their paintings a series Product Placement.
It used to be that blacks lived in Africa, Indians in America, Chinese in China, and Europeans in Europe. Over the past centuries (and over the past decades, so in general!), This picture has changed beyond recognition. Tens of millions of people migrate around the planet every year. What can we say about the migration of brands, services and elements of pop culture! These processes lead to the erasure of individuality, to the unification of many aspects of life, previously fundamentally different in different parts of the globe.
On the one hand, it makes people's life much easier, on the other, it becomes more monotonous and less interesting. In addition, globalization has a very negative impact on the ecology of the planet (remember the Prix Pictet 2011 photo contest). It is these tendencies that the artist Alex Gross is trying to reflect in his work.
In his paintings, first of all, girls of different nationalities and races are depicted (it is the female sex that is more easily amenable to globalization and consumer processes), in the entourage of world brands.
Moreover, brands and globalization as such in the pictures from the Product Placement series is presented as evil, as a monster that absorbs the souls and destinies of people, turns them into monsters like themselves.
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