City Of Gold (2017)
There are multiple moving components within this work, which when placed together in a particular order form a narrative which speaks at surface level about a City of Gold, but in a wider sense discusses how advertising takes away any meaning from the material it appropriates.
The intention of the video narrative within this work, and it’s tangible supports, was to remove an advertising punchline. As discussed in other works, an aspect my practice focusses on is the appropriation of online trends in advertising. In City Of Gold, I sought to investigate and deconstruct what effect removing the climax of satisfying advertising would have on the allure of said video style.
The work exists from two angles, the advertisement and the product. Situated at roughly human height amongst multiple golden billboards, the advert promotes the impenetrable City of Gold and demonstrates the desirable aesthetic genre of hypnotising visuals seen in satisfying procrastination materials online. The product, nestled within the unrefined backs of the advertising billboards, isn’t as enticing as described. It demonstrates satisfying aesthetics seen online, but only in the form of their build up and preparation, not the actual event. The event is in fact the advertisement itself. An advert which promotes a product that does not in fact exist, removes its purpose and thus renders itself obsolete.