Women's magazines are full of ridiculous things. But the most ridiculous has to be the advertising, which doesn't seem to have moved on since the 1950s. Television commercials have gotten smarter and slicker. Not so the humble magazine ad. It is a mishmash of unabashed manipulation and unfalsifiable false claims.
The works displayed at FIL are part of an ongoing project to deconstruct advertising language and imagery as targeted at women’s insecurities. It encourages the viewer to recognise the absurdity of these phrases and memes through humorous commentary. In doing so, it aims to strip them of their negative power over women’s self-image.
It also aims to challenge the viewer to think about what is Self and what is Image in the layers of our individuality.