Appropriation art:
I blame Richard Prince. If you’re not familiar with Prince, he was the first photographer whose work sold for more than a million dollars. What made that amount even more staggering is his work was also the work of commercial photographer Sam Abell. Does that sound confusing? That’s because it is.
Sam Abell photographed the famous Marlboro Man advertisements. What Richard Prince did was re-photograph some of those advertising images. He removed the text, printed them very large, then presented them as a comment on American culture.
Some folks would call that theft; Prince called it appropriation art. The idea is that by removing the image from its original context, new layers of meaning can be attached to the work. Abell’s original photograph was intended to create an association between Marlboro cigarettes and the robust life of a manly cowboy living and working in an idealized vision of the Old West. It was, in effect, a lie. A double lie, in fact. It not only associated smoking with a healthy lifestyle, it also invoked a nostalgic vision of an American West that never really existed. It was a lie used to sell cigarettes.
Richard Prince removed the Marlboro Man from that original context. In doing so, he gave the photograph a radically different interpretation and a different meaning. It became a comment on commercialism. The viewer has a different experience when looking at the re-photographed photograph — he’s no longer being sold a product, he’s being introduced to the idea of using romance as a marketing tool. Prince would argue that this, in effect, makes it a different photograph.
That concept — that simply by shifting the context of an image it can be turned into an entirely new image –fascinated me. It still does, in fact. I’m appalled that Prince made millions of dollars off Abell’s work, but I have to admit that even though the photographs of Abell and Prince are essentially the same, they DO have a different meaning — and Prince’s image is more interesting. [“the integrity of theft,” Greg Fallis, gregfallis.com]
