Katarzyna Kozera

Katarzyna Kozera

I have been following my interests in the field of fine arts, for many years. The three spheres complimentary to each other: photography, design, sociology. While bringing those projects to conclusion, I combine knowledge from within the range of history and theory of arts, design history, sociology, and marketing. I am interested in the subject of widely common images that exist in public space, their impact on shaping the identity of the contemporary human. Images being the expression of present pop culture, which marginalized high culture as defined. My work is the representation of the query about the impact of these images on the society. It’s an analysis and observation of a visual language code created by the advertising world.

Public space is a site generally accessible to every individual in the society. It shapes the identity, it is essential for proper functioning of the man, required to live, sets the attitudes, teaches sensitivity.

The advertising image exists in that space in an aggressive way, intrusive but with the consumers’ permission. In consequence, it is the image that triggers a process, the advertisement starts its own life intensively stepping in into individuals’ private space. Advertising message cuts the residents off from the outside world, taking over every available piece of public space. The advertisements activate emotions, slowly but surely, become the only accessible reality. The boundary line of commercial fiction, and the reality in which we function - is lost. The commercial reality becomes our only one.

The advertising message brought down to the simplest linguistic forms - is to satisfy insatiable needs, explores the system of values, fulfill our dreams.  The man is already informed of his needs - in actuality not being aware of those needs. Aggressive advertising in a conscious way disallows a choice  - we are doomed to its presence. Laconic linguistic message, as banal as possible manner of visual communication, have deprived us of interpretation skills, analytic thinking. Pleasure, easiness, expediency have become the purpose and means.