E-motions (2008)

In the world of glamour the role of tutor and adviser have been appropriated by the advertising and glossy magazines. They have become collections of the advices and folk wisdom – from the advice what one should do if a heel is broken to what one should do when husband leaves or he/she is fired. The ideal glossy people from displays and covers pontificate about problems of ideal plastic world. These problems can be solved only with the help of another new wonder-mean or good.

An advertising slogan has become an aphorism, which in daily life substitutes proverbs and sayings. It is well known that slogan must be short, easy to pronounce and reflect problems and desires of consumers. Nowadays instead of traditional aphorisms we hear: “It is not ice!”, “Pay taxes, sleep calm”, “Fresh breath makes understanding easier” and so on.

However folk proverbs and sayings reflect hundreds years human experience, they do not mask a goal to sell the product or to advertise goods. The glossy faces on the pictures of the project E-Motions are happy, angry, glad or sad, but the proverbs-slogans are still relevant like hundreds years ago. After all, the humane nature does not change…