#70, reconnect the space that advertising has interrupted

March 29, 2017

In her project Visible Distance/ Second Sight (Gene Autry Trail and Vista Chino) for Desert X, Jennifer Bolande presents several responses to some of the #100hardtruths presented in my series: particularly in relation to seeing the corporate players who track us while attending to the other truths of place.

Jennifer Bolande and Lance Gerber

“In a cinematic experience animated by driving along Gene Autry Trail, viewers will encounter a series of billboards featuring photographs of the very mountains towards which they are heading.  Each photograph is unique to its position along this route and at a certain point as one approaches each billboard, perfect alignment with the horizon will occur thus reconnecting the space that the rectangle of the billboard has interrupted.  In the language of billboard advertising this kind of reading is referred to as a Burma-Shave after the shaving cream company of the same name who used sequential placement to create messaging that could be read only from a moving vehicle.”

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One Response to “#70, reconnect the space that advertising has interrupted”


  1. […] and I have no investment in material vs digital production per se.) I do suggest, again and again, that one way to think through #fakenews is to commune with an artist, author, theorist, polemicist […]


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