Marketing as Art

Marketing As Art - Uconn Today

From UConn Today – February 2014

The shadow of philosopher and communication theorist Marshall McLuhan is cast long in the 21st century. He predicted the Internet three decades before it was invented; first presented the concept of the global village; and preached, “The medium is the message.” He also in effect described marketing – which focuses on price, product, place, and promotion – as high art.

“Display: Marketing as Art,” an exhibition at the Contemporary Art Galleries (CAG), provides a fresh look at these ideas through the work of five artists who utilize found objects in their works that illustrate, engage, and challenge the visual language of commercialism.

Using fashionable product display materials such as chrome fixtures and shelving usually found in high-end retail stores, the five artists incorporate found objects such as rocks, old liquor bottles, plastic milk crates, and wood pieces, and combine them with artwork.

The artists include Martin Basher of New Zealand, Gabriele Beveridge of London, Dike Blair whose studio is located in upstate New York, Josephine Meckseper of Germany, and Mika Tajima of Los Angeles.

Barry Rosenberg, curator of CAG, says after seeing Meckseper’s work on display in a New York City gallery he thought the use of found objects was taking hold in a different way than he had previously seen in contemporary art.

“There’s all this chrome and glitter, like going into a high-end boutique or into Lord & Taylor,” Rosenberg says. “The first thing you see is lots of mirrors and lots of reflection that’s always there for jewelry and cosmetics with these found objects and the art.”

Read the entire article at UConn Today!