Public space is a site generally accessible to every individual in the society. It shapes identity, it is essential for proper functioning of the individual, it is required to live, sets attitudes, teaches sensitivity.The advertising image exists in that space in an aggressive way, intrusive but with the consumers’ permission. In consequence, it is the image that triggers a process, the advertisement starts its own life intensively stepping into individuals’ private space. Advertising messages cut the us off from the outside world, taking over every available piece of public space. They activate emotions, slowly but surely, and become the only accessible reality. The boundary between commercial fiction and the reality in which we function is lost. The commercial reality becomes our only one.
The advertising message brought down to the simplest linguistic forms seeks to satisfy insatiable needs, explore the system of values, fulfill our dreams. The individual is informed of his/her needs – in actuality not being aware of those needs. Aggressive advertising in a conscious way removes choice. Laconic linguistic messages, as banal as possible a manner of visual communication, have deprived us of interpretation skills, analytic thinking. Pleasure, easiness, and expediency have become both purpose and means.
Biography
Katerzyna Kozera is a multimedia artist, art director and photographer. She creates user-friendly multimedia for museums and exhibitions.
She completed her MFA studies in Fine Arts at the Jan Matejko Academy of Fine Arts in Krakow, Poland, where she is currently a Ph.D student, writing her dissertation and artist project “Society in The State of Danger.” She is a recipient of many grants and honors, such as The Kosciuszko Foundation Grant for advanced study and research in the United States; Maryland Institute College of Arts, Baltimore, MD; research fellow grant; scholarship to conduct scientific research or development work and the tasks associated with them for doctoral students; 2013 Scholarship from the Department of Education for the Erasmus Scholarship, Royal Academy of Fine Arts, Antwerp, Belgium.
Image above (c) Katerzyna Kozera.