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- Ciara Magee
Ciara
Magee
What Has Become
This installation deals with the techniques of persuasion and coercion used in consumer culture. The work consists of short clips from different high end retail and brand advertisements which looks at how sales tactics and seduction play a part in the public’s desire to purchase and consume high end products.
The piece begins with a glitched video intended to hypnotise the viewer by the use of flashing colour to coerce them into watching the piece. This is followed by a series of faces that appear to welcome the viewer. Following the introduction, a narrative is introduced consisting of an excerpt from an interview with the director of a worldwide marketing company.
Through the use of a narrative the work delves into how these tactics are used in everyday branding, advertising and consumer culture in today’s society.
The aim of this piece is to focus on how the everyday consumer is pushed into purchasing discretionary items, concentrating on how the public associates self-worth with items enhanced by branding and marketing.
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