Selling the Holy Grail
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Authors
Hargrave, Lily
Issue Date
2024-03-24
Type
Thesis
Language
en_US
Keywords
Photography , Photographer , Advertising , Cosmetics , Consumption , Consumerism , Commodity
Alternative Title
Abstract
Large corporations own most brands in drugstores and other major beauty retailers. Each brand is marketed uniquely without indicating its relationship to the parent company to extend its consumer reach. They produce marketing materials that appeal to their target demographic so that consumers view their product as authentic and exclusive despite having the same formulation as a product in its sister brand. Photographic advertisements are strategically placed so consumers are constantly considering their next purchase. Retail advertisements are often arranged near mirrors to remind customers that they could look like the model in the photograph. My photographs parody visual themes in advertisement placement and content, and many of them are directly influenced by actual advertising campaigns. Holy Grail represents how brands hide their true intentions and practices behind beautiful, seemingly authentic advertisements.