The project is an analysis and artistic exploration of visual advertising materials. This is achieved through the artistic interpretation of promotional catalogues of Romanian hypermarkets, using the flatbed photographic scanner as a tool for photographing the subjects. The works tend to deconstruct these materials, to change their context and the way they are presented and viewed. Basically, the catalogues end up from the bin where they are dumped, on the gallery wall, printed at large sizes and in high fidelity.

*Translated excerpt from the Bachelor thesis that accompanies the artwork.
Thesis coordinator: Associate Prof. PhD Lavinia German

Exhibition: RISIPIT
Author: Andrei Gavrilița
Curator: Cristiana Ursache
Period: December 7th 2023 – January 20th 2024
Gallery: Artep Gallery

With the exponential development of the consumer market, marketing strategies and advertisements have become more and more creative and novel, to the point where they have reached the limit of aggressive to achieve their purpose. Today, marketing is so intense in the online environment that its presence is barely felt in its physical version (print), but this existence is not at all negligible.

In the multimedia installation “RISIPIT”, Andrei Gavrilița explored how his artistic interpretation brings new meanings to advertising materials. His works are critical comments on the consumer society, the compulsive behavior of individuals, the harmful interventions to the environment, artistically expressed from the perspective of the objective observer. Thus, the format that the artist proposes through different specific techniques and through the digital processing of commercial materials, by filming the performative gesture of destroying them and by inviting the public to repeat the same gesture, forms a new discourse that questions waste.

The exhibition proposed by Andrei Gavrilița encourages a critical spirit in the behavior of the marketing consumer, questions the ephemeral nature of advertising materials and the implications of decisions regarding the choices in the marketing strategies of large companies and at the same time brings into discussion what remains and what is wasted in this whole system.