Underground. From the series Adrift in Capitalism
© John L Morrison
5x4 Fuji NPL
Part of a series exploring the ubiquitous and pervasive presence of advertisements and their influences and interactions with architecture.
Focusing on seeing adverts in the everyday spaces I take for granted became a kind of obsession. I wanted to communicated these in a way that borrowed from the vocabularies, seductions and delivery methods of the ads themselves.
Using colour, symmetry and showcasing the works on light boxes all helped create a layer of abstraction allowing viewers to observe their everyday world from a different perspective, highlighting the saturated surface of the information economy.
It was not until after seeing the photographs on the wall and speaking with the external examiner at Edinburgh College of Art that I realised the significance of the architecture in these spaces. It was almost as if the structures were built to prime us for the excess of information and endless opportunities of individual satisfaction on their symmetrical walls.
The empty cinema image, took on significance for me as representing a place of worship for a new generation. A place which symbolises our love of our own enslavement -more a Huxley world than an Orwellian one. The latest type of social control, one that keeps us spiralling in desires, debt and more desires so we don’t concern ourselves with difficult questions, anaesthetised to what is truly important.
I was 20 years old when making these images and now more than 10 years later the naiveté of my ideas are a lot more apparent to me. However, I am not yet done with this project and although have become somewhat a victim of the Ikea nesting myself, discovering books like John Berger’s seminal Ways of Seeing has re-ignited a desire to make photographs true to the documentary spirit of visual communication.
Cinema and Airplane. From the series Adrift in Capitalism
© John L Morrison
5x4 Fuji NPL