IKEA
21:00
Looking at Gursky's work (post here), I was reminded of an advert run by IKEA which I had seen whilst holidaying in Portugal last summer. Released in April 2015, the advert looks remarkably similar to the work of Gursky; focusing on plain, commercial landscapes and the repetition of them.
The images centre around a specific apartment which juxtaposes to the dismal building it is situated in. This heightens the effect of the repetition and regimented feel in which we are presented with by the rest of the landscape. The way the image is cropped, without showing an end to the building, suggests it could go on forever, which is also compliant with Gurskys landscapes.
If the image was a different colour, if it wasn't greyscale, then there would be a different feel to the photograph, and the advert wouldn't be as effective as the contrast between the brightly coloured 'IKEA' balcony and the rest of the shot wouldn't be as significant.
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