|FREE BIENNIAL: PROJECTS: SANTE SCARDILLO
LIFESTYLE confronts the impact of advertising on social behavior.
The ultimate goal of brand domination defines a tool of cultural colonization with implications and objectives beyond simple economics. Global ad campaigns no longer advertise the mere object exchanged for currency: it is the image as mirror, the marketing of the imaginary inclusion in the elite who can appreciate the subtleties of a constellation made of objects that imply a life style. No longer just incidental to the medium, the message is the Message. LIFESTYLE satirizes, exposes and questions the Message of advertising, juxtaposing it to the broader picture of societal values.
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