Poetics of the Surface: Shininess and Luxury in the Appropriationism from New York in the Eighties
Abstract
This article aims to re-read the artworks of three New York artists (Jeff Koons, Richard Prince and Alan Belcher) who worked during the eighties through techniques of appropriations from magazine ads. The common thread of the investigation will be the presence of brightness both in its appropriations and the advertising images that served as original source. The first part of the article is dedicated to the importance of materiality and desire in comercial photography, as well as its associations with the semiotics of luxury. The second part is concerned with the shine as a concept in relation to other ideas related to cultural and social factors such as higiene and purity, taking both its negative (pathologized) and positive (fetishized) aspects. The final part focuses on approaching the main attributes that caracterize the postmodern superficiality of commodities and works of art, which in this case are reduced to three: the reflection, the uncanny and the flatness.
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