In real life 08 - October 2013

I presumed that to get to know the American way of life one has to eat at a typical fast food restaurant like Wendy's or Popeye's at least once. So I went to the nearby checkers and ordered a "Loaded French Fries". These are fries covered with cheese and bacon. On my turn the waiter asked for my name and my order. After a couple of minutes I was called with a merry voice "Arthur, pick up your order please! Have a good one!" The waiter handed over a bright red plate with a package on it reading "Feast on, bold food for those who live it big." 

 

When I opened the paper bag the suspense wasn't over yet. In the bag there was this cardboard box with a picture on it of a man with presumably adorable ladies at each of his sides. "Make it a big night. Do late night Right" the box red. Checkers does not sell fries. They sell self-esteem.

Browsing the shop at MoMA Ps1 it occurred to me that most art magazines did not have works of art on the cover but people. Apparently we are more interested in the makers then in the actual work of art. Maybe art is nothing but a vehicle to move into a way of life that we desire and that these artists are role models for this lifestyle. Maybe we don't even really enjoy the art they are making, we just want to be with them, be seen in their company.

When I opened the box at checkers I was shocked watching the content. I understood that the cover was necessary to contradict my gut feeling and reduce my feeling of guilt. Here the comparison with the art magazine seems to go wrong. The works of art within the wrapping of the magazine appear to be far more tasteful then the loaded fries. I do not see any need to contradict my gut feeling or to reduce my feeling of guilt. So why do these art magazine covers focus on the artist instead of on the work of art?