The art of advertising / the advertising of art

Chris Burden, Promo, 1976

For Chris Burden, best known at the time for difficult and dangerous performances such as Shoot (1971), television offered an appealing platform. His initial proposals for performance works having been turned down, his first television appearance was a 1972 interview that he – literally – hijacked to pursue his own agenda, turning the interview into a performance called TV Hijack. It’s not this that I want to write about though, mostly because I find the idea quite hard to contemplate but also because I find his subsequent strategy of buying advertising time rather more interesting.

Art isn’t usually advertised on television – the Damien Hirst retrospective at Tate Modern notwithstanding – and the idea of an artist working with the format of a 10 second advert is an intriguing one.

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