Word: deconstructing
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With other artists of Longo's age, there are two main patterns of appropriation. The first is literal copying with intent to "deconstruct" the original, as done by Sherrie Levine, 38. Levine rephotographs photos by "classic" figures like Walker Evans and does small, exact, curiously loving copies of paintings by noted early modernists like Kasimir Malevich or Arthur Dove. The aim is to make people think about the status of originality; the work has a real and precise, if muted, aesthetic dimension...
Traditionally, says Blonsky, semiotics has done little about such reverses of its theory, tending to try only to "deconstruct" each ads to show why they are attractive. Books like Gadvich's Gender Advertising have picked apart such ads to show what kinds of needs the ads are addressing. For example, ads in which women are playfully sprayed at with hoses, or hit with pillows, have, according to Godvich, emphasized a cultural tendency to want to see women babied. However, new kinds of advertisements have shifted away from cultural tendencies like these to take on newer, more diverse ones...