When advertising pressgangs art into its demonic service, it's usually under the assumption that art provides an elitist, blue-chip association for the product. The presence of art in an advert tends to mean that whatever's being peddled is more expensive than competing products. (These real estate ads I photographed last year are classic examples of the
blue-chip effect.) Occasionally, however, when advertising cites art it's as a cheesy shorthand for the highest craftsmanship, an unparalleled service carried out by a master practitioner.
This morning's
Press ran an advert for liposuction which seems to hit both marks. "It's 90% sculpture, 10% suction -- pure art!"
Maybe Joseph Beuys could do something with the leftovers.
Joseph Beuys, Fat Chair 1964. Wooden chair with fat. 36 3/8 x 11 3/4 x 11 3/4 in. Stroher Collection, Hessisches Landesmuseum, Darmstadt
