Zaburzona tożsamość — konteksty czytania/konkretyzowania wizerunku reklamowego
Distorted identity — the contexts of reading/concretizing an ad persona

Author(s): Witold Jacyków
Subject(s): Fine Arts / Performing Arts
Published by: Wydawnictwo Uniwersytetu Śląskiego
Keywords: Portrait; shopping bag; photograph; advertisement; visual market
Summary/Abstract: The article considers the transformations in the reception, or reinterpretation of the personas of famous celebrities who use their likeness for advertising on plastic bags, banners or t-shirts when it comes to their continuous use and eventual disposal. People selling their faces for the purposes of advertising have no control over their objectification and transformation of their likenesses into visual trash. The sight of the face of a popular, well-liked actress on a used-up shopping bag full of trash, deformed and grotesque, makes us reflect on the relative value of the reproduction of one’s likeness understood as a personal right worthy of respect. The author suggests that this phenomenon symbolizes the disturbed identity which emerges as a result of commercialism and the feeling of one’s uniqueness, presenting a set of photographs illustrating this phenomenon as an example.

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