In Phone, In Fashion

Glamorous, glossy, sexy women in the 1970s and ‘80s were used to advertise household goods. This of course included the phone. Working to sell the phone as part of an “in-crowd” lifestyle desire, these advertising campaigns were a true reflection of the time.

I found the ladies in phone catalogues in BT Archives, I cut them from their domestic environment and made them bigger than you.

The ladies invite you into their world, join them, watch yourself react in the mirror. The phone on the mirror gives you something abstract to hold on to, but like the women it is bigger than life size. Adverts are aspirational, they represent an idealised version of reality and no matter how hard you try, you will never measure up.

Exhibited : Seeing Voices, Inside BT Archives. London College of Communication 2- 11 March 2011.

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