Film Montages
Appropriating commercials and calling it art.
Overview
Taking his cue from from postmodernism and the Kuleshov Effect, German artist Peter Roehr gathered together a bunch of excerpts of commercial footage released in 1965 - shampoo commercials, petrol station signs, wrestlers and so on - into a 24-minute long video loop and called it art.
Roehr, although relatively unknown at his death, became later known for his appropriation and repetition and his reconciliation between pop and minimalism. Roehr wrote about his art: "I change material by repeating it unchanged. The message is the behaviour of the material in response to the frequency of its repetition".
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