Laura Schawelka graduated from the renowned Städel Art Institute in Frankfurt last summer and moved immediately to LA. Her work uses the language of presentation methods of consumer goods in photography. Schawelka deals with the art of seduction – so essential for efficient advertising – and with its failure. The poorly masked symbolism of sexual reproduction, which determines the window dressing, as well as the celebration of the senses heralded by ads for cosmetics and sweets, bear witness to the money spinning capacity of erotic signals. The artist leaves no doubt that the succeeding arrangements, featuring semi-luxury foods, lack the cogency of successful fiction. Sundaes and cocktails evoke features of 1960ies flagships like the milk bar and the private swimming pool, without unifying these separate attribute in favour of a coherent atmosphere. Ingredients and decoration remain sterile within a pathetic setting. This difference between irresistible and dispensable, which is discerned due to our in-depth observation usually granted to art works only, remains subconscious when being confronted with commercials in daily life – what makes it all the more potent. The faulty presentation of budget products increases the desire for magnificent scenarios, thus setting the stage for premium promotion.
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