Research - Consumerism

Consumerism are artworks that have been engaged with the idea that the acquisition or ownership of goods reflects status and self-identity. Artists explore or criticise this idea in a variety of ways, usually featuring consumable goods, sites of consumption, the acquisition of goods, or advertising imagery in their work.

“This new type of consumer values creativity, design and the power of personal values. These consumers will look toward companies that can “present an offering that solves a problem, does some good, and delivers aesthetically.” They also look for products that engage the senses to discern truth. In other words, they believe what they can experience. Authenticity is paramount, and stories and images are powerful means for communicating messages.” - Wiki

An artist's example of this is Scottish artist Eduardo Paolozzi (1924 – 2005), known for his sculpture and graphic works. Paolozzi studied at the Edinburgh College of Art in 1943, and then soon at the Slade School of Fine Art at University College London from 1944 to 1947. While in Paris from 1947 to 1949, Paolozzi became acquainted with other artists such as Alberto Giacometti, and Fernand Léger. This period became an important influence for his later work.

Paolozzi's graphic work of the 1960s was highly innovative. In a series of works he explored and extended the possibilities and limits of the silkscreen medium. The resulting prints are characterised by Pop culture references and technological imagery. An example of a series of works is called As Is When (12 prints on the theme of Paolozzi's interest in the philosopher Ludwig Wittgenstein; published as a limited edition of 65 by Editions Alecto, 1965).

A popular work of Paolozzi’s is a sculpture called ‘Newton,’ also known as ‘Newton after Blake,’ created in 1995. The large bronze sculpture is displayed on a high plinth in the piazza outside the British Library in London. The sculpture is based on William Blake's 1795 print of ‘Newton: Personification of Man Limited by Reason,’ which depicts a naked Isaac Newton sitting on ledge beside a mossy rock face while measuring with a pair of compasses, but with the figure looking more modern as it seems that it has vaguely robotic limb joints as well as some form of goggles that go over the head and eyes.

Blake's print would later serve as the basis for Eduardo Paolozzi's 1995 bronze sculpture Newton, after William Blake, which resides in the piazza of the British Library.

Another artist called Richard Hamilton, (1922 – 2011) was an English painter and collage artist. His 1955 exhibition Man, Machine and Motion, at Hatton Gallery, Newcastle upon Tyne, produced for the This Is Tomorrow exhibition of the Independent Group in London, are considered by critics and historians to be among the earliest works of pop art.

Hamilton taught at the London Central School of Arts and Crafts and University of Newcastle upon Tyne; he gave up teaching full-time in 1966. He designed a typographic version of Duchamp's Green Box, published in 1960, and in 1965/66, with Duchamp's guidance, reconstructed Duchamp's The Bride Stripped Bare by her Bachelors, Even (The Large Glass).

An easily notable work of Hamilton’s is ‘Just what is it that makes today's homes so different, so appealing?,’ a collage created by him. It is now kept in the collection of Kunsthalle Tübingen, Germany. The image contains a yellow room with different types of objects in them, from normal household furniture to a fake window with a show front inserted, as well as models. 

Created in 1956 for the catalogue of the exhibition ‘This Is Tomorrow’ in London, it was reproduced in black and white. In addition, the piece was used in posters for the exhibit. Hamilton and his friends John McHale and John Voelcker had collaborated to create the room that became the best-known part of the exhibition.

In 2007, an article by the art historian John-Paul Stonard, the collage consists of images taken mainly from American magazines, The principal template was an image of a modern sitting-room in an advertisement in ‘Ladies Home Journal’ for Armstrong Floors, which describes the "modern fashion in floors." The body builder is Irvin "Zabo" Koszewski, winner of Mr L.A. in 1954. The photograph is taken from Tomorrow's Man magazine, September 1954.