We as a society are continually faced with both challenges and dilemmas. Our population grows as our resources diminish. We are told to consume more and become increasingly less satisfied because of it. Covetous seeks to hold a mirror to human behavior and unmask the changing relationship we hold with consumer goods. It also aims to investigate and critique these paradoxes and the role that advertising and photography plays.
Advertising is one of the most influential institutions within society. It is the critical junction where industry and popular culture meet and interact. It plays a key role in both gender identity and individual behavior and shapes our views and desires. Media advertising sells an image motivating the consumer to sublimate the desire for spiritual or cultural fulfillment to the rewards of a purchase. These projections fostered by media have increasingly blurred the line between want and need, resulting in a shift in paradigms with desire as the catalyst. Objects have become imbued with symbolic meaning, a representation of a set of cultural aspiration and ideals. We are seduced into believing that our self and identity are intrinsically linked with the tangible objects we surround ourselves with. The projected associations with a label are paramount to creating an air of symbolic meaning. Objects are simultaneously made more desirable by their association with “desirable people” and “desirable location”.
Covetous investigates and critiques these paradoxes of desire and repulsion, consumption and preservation, need and want through the re-fashioning objects of desire using materials we choose to discard.