Since the 1970s, Barbara Kruger has boldly confronted the relationship between consumption and culture and the commodification of the latter through her text-based imageries which are witty and visually arresting. Combining commercial advertising techniques with photo collage constructed from ‘found’ pictures, Kruger utilizes concise, evocative wording to imbue the images with a multiplicity of meaning, often times challenging social, political and sexual boundaries whilst encouraging viewers to question traditional socio-cultural concepts. Having worked as a graphic designer for
Mademoiselle magazine during the late 1960s, Kruger’s conflation of image and text within her work was strongly inspired by her own advertising experience.
In Untitled (Specific), words including “reason,” “power,” “progress,” “alignment” and “bias” are laid over an image of military figures, prompting the viewer to question the propagandistic nature of the imagery and the politics of both the image and the political power shown within. Such mimicry of ad-speak invokes a powerful disjunction between image and meaning, thereby exposing the inescapable conditions involved in contemporary production.