Barbara Kruger
Untitled (I shop therefore I am)
111" by 113"
photographic silkscreen/vinyl
1987
 

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Barbra Kruger's photograph gives representation to consumption in terms of the literal meaning of the word. By displaying the words, "I Shop Therefore I Am," Kruger is making a statement in regards to material consumption. The open-ended statement allows the viewer to re-think  materialism. Kruger challenges the notion of consumption. As well as this, she challenges the audiences perception. By doing this she offers two meanings in this artwork. The simplicity of the photograph, allows the audience to focus entirely on the statement that Kruger is making.As Kruger previously had a career in advertising, her knowledge allowed her to arrest the audiences attention. This resulted in her choice in colour, which attracts and demands the audiences attention. Barbra Kruger's artwork has stemmed from Descartes’ philosophy of "I think therefore I am". She has appropriated this statement to fit the idea of material consumption, where Descartes' initial meaning had nothing to do with Kruger's intentions. The artwork was ironically printed onto thousands of shopping bags, t-shirts and other products of consumption.