Signs of the accelerated technological development, the adverts are the visible indicators of one of the most important functions that ensure the survival of the cities: consumption.
The premises for my photographs were extremely simple. Inspired by the neon signs the conceptual artists are using for their projects, I have tried to look at the illuminated signage from the streets as if they were conceptual art works.
Normally, the message of the adverts has a commercial purpose. In my project I have chosen to modify their significance by isolating the words from their context, resulting in the distortion of the message transmitted. The background of the photographs is neutral, additional elements that could link to their location being digitally minimized or eliminated.
I wanted to investigate the superficial stereotypes usually promoted by this adverts. It was a method of questioning the values from which they are born and also the ones they promote. Furthermore, the project represents a means to liberate the interpretation process from the pattern. Making use of objects that already exist in the urban landscape, I take the freedom to change their original destination and transmit new messages by juxtaposing the isolated words.
This series has been made during the last 2 months, is now comprising of 28 separate pictures and might increase in time. It was part of an installation in the public space made in mid-January 2008, presented in a four 'words' in a row arrangement. At the end of the exhibition, the public was incurraged to choose a print and take it with them.
