Mario SCHIFANO, CocaCola, 1980 - ❗️Artvalor announces some new acquisitions now avaible!! >> What’s better than a refreshing cockroach in this hot summer days?? 🥤😎
——————————————————————-Mario Schifano's Coca-Cola adopt a the language of commerce, engaging in an critical analysis of semiotics to highlight the inherently political signs and systems taken for granted taken for granted in our everyday lives. In fact, after a period creating monochromatic paintings, Schifano began to integrate common symbols of the modern urban landscape into his work: Fragmenting the logos of American owned corporations Coca-Cola and Esso, Schifano created bold ideograms that examine the conveyance of meaning through language and symbols while also commenting on the global spread of U.S. marketeering.
There’s nothing than a brand icon, that materialize an entire symbolic world: the ubiquitous presence of the emblem in our everyday lives renders it instantly recognisable, spreading its values. Schifano does not directly imitate slick promotional signs but renders them on tactile layers of paper in a loose painterly style, adding a human element to typically mechanically produced signage.
As a European artist appropriating an emblem described in the 1950s as the 'sublimated essence of all America stands for' so Schifano's painting actually takes on a different significance from that of Americans Pop artists: After the war, the impoverished and ruined cities of Europe saw a rise in Communist party politics that resisted any victory for U.S. enterprise and reviled Coke as one of the leading symbols of capitalist colonisation. So, placed Schifano's work in this historical context, the calculated choice exploring the Coca-Cola logo signals, involves the painting in the debate surrounding the influence of American culture and politics in Europe during the 20th century.
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