Happy Couple

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  Architecture of Desire | 2015

“Illusory correlation” is a term used in psychology to describe a phenomenon of perceiving a relationship between variables even when there no such relationship exists. It might be argued that established processes of marketing rely primarily on subconscious abuse through various levels of intentional manipulative suggestion. The work exploits our willingness to accept correlations between various visual signifiers with the aim to tie the pleasurable experience and memories (possibly even fictional ones) to the subject (either political or economical). Artists transform that subject into a carrier vessel for a syntax of otherwise unrelated phenomena. Grafting unrelated symbolic content onto material/ideological subject results in establishment of emotional relation towards the subject and hence - illogical and orchestrated choices concerning it. Their artistic practice is to a certain degree an experiment in the mechanics of correlation. Mainly regarding the usage of stock and stock-like imagery in process of composing correlations between suggestive images. They create a narrative from prefabricated symbolic imagery or producing series of standardized symbolic imagery void of context, such as the series “Happy Couple”. In this particular work they recreated the process of image creation that is highly symbolic and suggestive in its nature and yet void of any context. The aim was to create an image of a happy generic heterosexual couple that are easy to identify with and able to convey the genuine feeling of satisfaction and happiness. It was an experiment in fabricated emotional communication that produced a series of images that convey the desired emotions with various level of success. Presenting series of these images together revealed the process of producing the desired image and miniscule levels of failure in achieving the believable image able to convey emotional content. Emotional content once established could be “tied” to any subject that required it, whether of political or economical nature.