Date of Submission
Project Advisor 1
“We no longer live in a world of nations and ideologies, Mr. Beale. The world is a college of corporations, inexorably determined by the immutable bylaws of business. The world is a business, Mr. Beale.” – Network
Sponsored By… immerses the viewer in a fully commercial environment, leaving them on a merchandising scavenger hunt. Just like advertising, for every unconcealed logo, there is a logo the viewer is likely to have missed - “Sponsored By…” seeks to engage the viewer on both conscious and subliminal levels.
The living room represented in Sponsored By… is a mutated manifestation of the relationship between viewers and advertisements. Ads surround us every day, from every angle, whether it is a television commercial, or the tags on all of your clothes. Products are stamped with logos to promote brand loyalty, and remind consumers to buy more of that product. Due to this commercial excessiveness, people have no choice but to be consumers, and live in an environment that is constantly trying to get them to buy more. The patterns covering every surface are a reclamation of existing logos to my own design.
Sponsored By… started as a collecting hobby – you can see both my cigarette and bottle cap collections in the show. Looking at my collections as a whole, I started to notice certain advertizing patterns – cigarette boxes using a lot of red, car logos trying to convey feelings of luxury, orthogonal bank logos evoking stability, etc. I also started to notice aesthetic patterns that surfaced when these patterns were repeated. For my show, I sought to capture the spirit of collecting – the viewer “collects” as many logos from the room as they can identify.
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Ulmer, Owen M., "Sponsored By..." (2013). Senior Projects Spring 2013. 115.