Fake for Real: Image Consumption

Van Mensvoort
September 15th 2007

Next Nature: Image consumption

Hey! That muddy, greasy burger on my plate isn't the firm, fresh, delicious one I picked out from the advertisements above the counter, is it?

I vividly remember my first visit to McDonald's as a child. Of course, I already knew all the products from the commercials, and when the burger came to the table, I remember thinking, "Ok, this is it then..." Although the burger tasted great, my awareness that I was actually eating an image gave it a weird flavor. I later learned that this is how things are in our time: the image no longer represents the product. Rather, the product represents the image.

From our Fake for Real series.

Share your thoughts and join the technology debate!


Comments are members only. Login to your account and join the technology debate.

Not a member? Join us

Shalom Craimer
Posted 17/06/2009 – 18:44

I guess this is sort of the ultimate version of "purple is a fruit" - in my mind, the purple food coloring has been strongly attached to the "grape" flavor. So much so, that drinking a transparent juice with the same flavor made me imagine it being slightly purple!
I guess we project ourselves onto everything!

Posted 11/10/2007 – 20:50

A twist on your Golden Arches story, with Taco Bell entering the Mexican market:
"Taco Bell, a unit of Louisville, Ky.,-based Yum Brands Inc., made its name promoting its menu to Americans as something straight out of Mexico. In Mexico, the company is projecting a more "American" fast-food image by adding french fries to the menu at its first store, which opened in late September in Monterrey."

Posted 07/10/2007 – 13:46

Well Max, I felt the example was quite self explanatory. The point I am trying to make is that, while we usually believe real objects and products can be represented by images, we seem to have arrived at a situation where the image becomes the primary thing and the object or product becomes an illustration of the image..

load more

Should men be able to give birth to children?

Koert van Mensvoort: Is the artificial womb frankenstein-like symbol of (male) engineers trying to steal the magical womb from women? Or… is it a feminist project and needed to reach through equality between the sexes? I personally lean towards the latter. To me it feels like progress if a girl can tell a guy to carry the womb for a change.

Join us!
Already a member? Login.