New Work Friday #14

New Work Jan 08, 2009 No Comments

Ben Rak, Father, 2008.
Screenprint 80x120cm.

“Hi. Please consider my latest works for your ‘New Work Friday’ section. In a world where change is relentless, marketing has to re-invent itself regularly. Understanding your consumer is about delving into their emotional, spiritual and psychological needs; anticipating future behaviours- targeting the heart. Emotional consumption rules the day. Consumption is driven by emotional responses rather than well-thought out rational decisions. In my series Life With the Everybodies I’m exploring the cliches of consumption patterns in different family demographics. For each member of the family (Mother, Father, Son, Daughter, pet) I create patterns from logos of brands that they typicaly use or aim for as status symbols. I try to use ironic humor to demonstrate the human need to become homogenous with the groups we associate with – Ben Rak.”

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