In this blog I will explored how aestheticisation of everyday objects can been exhibited in food porn adverts .My example for this is Lurpak’s “Inspiration doesn’t come pre-packed” print advert .In a post – modernist world, we have experienced massive changes on what is considered art. Moving on from traditional notions romanticism views of “art for arts sake” to post – modern Damien Hirst’s conceptual artwork “The Physical Impossibility of Death in the Mind of Someone” can be considered art. In the past pioneer’s the Dada and Surrealist movement Marcel Duchamp 1920’s Readymades and Andy Warhol pop art in the 1960’s, open the world up to what can be describes as the “The effacement of the boundary between art and everyday life, the collapse of the distinction between high art and mass popular culture”1 through taking commercial products and transforming them into screenprints and mounting a urinal in a art exhibition. “Here we detect a double movement…There is a direct challenge against the work of art, the desire to beauticize art, to dissemble its sacred halo and challenge it’s respectable location in the museum and the academy. There is is also the assumption that art can be anywhere and anything”2.I can see these ideal can be encountered in everyday life, from the popularization of Food porn images on social media such as Instagram, Tumblr and Facebook and food bloggers. Bloggers use what they create as an extension of their personalities and lifestyle – a version of dandyism, relating to notions of cultural capital and competency. In my Lurpak’s 2017 print advert entitled” Inspiration doesn’t come pre-packed”. At first glance it seem like a overly vibrant and appetizing shot of a deconstructed sandwich filled with seemingly fresh and healthy ingredients, along with the tagline “go freestyle with Lurpak spreadable” It’s aiming for people to explore realize beauty takes time to craft and work. Reverting back to romantic idea of art being made just for that purpose but it seems to be exploited in this case as it is a capitalist product, as Freud would say “a creation of more desires” and the invisible hand theory in action, as more and more people hope to define their social status.
1)Featherstone, M. (1991) Consumer culture and post modernism, Second edition. : Published in association with Theory, Culture & Society, page 64
2)Featherstone, M. (1991) Consumer culture and post modernism, Second edition. : Published in association with Theory, Culture & Society, page 65
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