ARTvertsing
Who are we and how do we present ourselves in front of the others? Do we change our appearance accord to the stereotype imposed by society, sometimes destroying our own body through strict diets, treatments and surgeries just to be socially accepted?
Main issue: Identity.
Concept: ARTvertising: paintings that confront the fake models that the Advertising promotes.
The Persona, according to Jung, consists in the appearance that we exhibit publicly with the intention to present a favorable impression to be socially accepted. The origin of the name Persona is taken from its Latin etymology that means mask. The individual is constantly acting; the daily life is a constant performance and only in the private space the individual allows itself, as far as possible, to be him/herself. At the same time is in his/her privacy where the individual prepares its disguise; the mask to confront the public space, to perform his/her character. He/she creates this mask, facade, or just appearance accord to the stereotype imposed by society and promoted by the mass media, for example through the Advertising. The individual is constantly bombarded by the Advertising with its fake models, and this is criticized by the ARTvertising, through the act of covering the advertisements with the paintings, using the paintings as an advertisement, questioning the advertisement itself and the individual’s identities as well.