Stuart Burch
www.stuartburch.com
  • 01 Home
  • 02 Articles
  • 03 Blog
  • 04 Big Ben
  • 05 Reviews
  • 06 Talks
  • 07 Contact
  • 08 Search
  • 09 Twitter
  • 10 Etisarap

Moderna Museet: an alternative artful advertisement

7/12/2012

 
A comparison of two advertisements for Moderna Museet
Moderna Museet online (left) and in print (right)
Earlier this month I reflected on a fascinating newspaper advertisement for Sweden’s Moderna Museet. Additional investigation has now turned this commentary into a spot-the-difference.

On the museum’s website is a promotional feature that includes the same image.(i) Only, on closer inspection, it becomes apparent that it differs from the version that appeared in the newspaper, Dagens Nyheter.

1 The invigilator’s clothing has been darkened. This ensures that she wears the attire of the art lover (i.e. dressed entirely in black). The same is true of the trousers worn by the visitor (2).

2 The visitor has been shifted further to the right. In the online image it looks as if she is reading a label next to the work rather than looking at the art itself. This risked introducing a troublesome piece of interpretation – a barrier preventing her from being in the midst of the art (mitt i konsten). This is alleviated by shifting the visitor closer to the art (although not too close given that the all-important pushchair is still in the way).

3 The posture of the hands-on art educator has changed. Her rather motherly pose is replaced by a less overtly protective position in relation to the three children. This prevents her from coming between them and the art (again ensuring that they are mitt i konsten). In the image on the left the children and the facilitator have their back to Sterling Ruby’s Monument Stalagmite. The print version spins them around such that all the group members are oriented towards the sculpture.

All this confirms the meticulous attention that has gone into this carefully crafted framing of Moderna Museet. A genuinely artful and art full advertisement.

___
Note

(i) “Fira 1:a advent på Moderna Museet”, http://www.modernamuseet.se/sv/Stockholm/Nyheter/2012/Fira-1a-advent-pa-Moderna-Museet/. The image is credited to the photographer, Åsa Lundén.



Comments are closed.
    Author
    an extinct parasite
    of several hosts
    Why parasite?

    Try the best you can

    Para, jämsides med.
    En annan sort.
    Dénis Lindbohm,
    Bevingaren, 1980: 90

    Picture
    Even a parasite like me should be permitted to feed at the banquet of knowledge

    I once posted comments as Bevingaren at guardian.co.uk

    Guggenheim New York, parasitized

    Archives

    July 2018
    May 2018
    April 2018
    March 2018
    February 2018
    July 2017
    June 2017
    March 2017
    January 2017
    November 2016
    October 2016
    May 2016
    April 2016
    March 2016
    August 2015
    September 2014
    August 2014
    November 2013
    August 2013
    June 2013
    April 2013
    March 2013
    February 2013
    January 2013
    December 2012
    November 2012
    October 2012
    September 2012
    August 2012
    July 2012
    June 2012
    May 2012
    April 2012
    March 2012
    February 2012
    January 2012
    December 2011
    November 2011
    October 2011
    September 2011
    August 2011
    July 2011

    Categories

    All
    Architecture
    Archive
    Art
    Commemoration
    Dénis Lindbohm
    Dennis Potter
    Design
    Dylan Thomas
    Ethics
    Framing
    Freedom Of Speech
    Heritage
    Heroes And Villains
    History
    Illicit Trade
    Landscape
    Media
    Memorial
    Museum
    Music
    Nordic
    Para
    Politics
    Rupert Murdoch
    Science
    Science Fiction
    Shockmolt
    Statue
    Tourism
    Words

    Stuart Burch
    View my profile on LinkedIn
    _
    Note    All parasitoids are parasites, but not all parasites are parasitoids
    Parasitoid    "A parasite that always ultimately destroys its host" (Oxford English Dictionary)


        I live off you
        And you live off me
        And the whole world
        Lives off everybody

        See we gotta be exploited
        By somebody, by somebody,             by somebody
       
        X-Ray Spex
            <I live off you>
        Germ Free Adolescents
            1978  

    From symbiosis
    to parasitism
    is a short step.
    The word is
    now a virus.
    William Burroughs, The word is now a virus
    William Burroughs
    <operation rewrite>

    Do nothing
    that can
    harm
    your host!

    Hal Clement
    <
    Needle>
    1950
key words: architecture | archive | art | commemoration | design | ethics | framing | freedom of speech | heritage | heroes and villains | history | illicit trade | landscape | media | memorial | memory | museum | music | nordic | nottingham trent university | parasite | politics | science fiction | shockmolt | statue | stuart burch | tourism | words |