Los Angeles artist Ed Ruscha transforms his canvas into a convincing imitation of the texture of an old piece of film, scratched and faded to a sepia color. Floating on the simulated celluloid are the final words of a vintage motion picture. The oversize, old-fashioned Gothic lettering summons the nostalgic romanticism of old movies, a mood complicated by the apocalyptic implications of the inscribed message and the creeping realization that the artist’s tone might well be mock-serious.
Ruscha draws on the power of cinema. In addition, by giving everyday phrases glorified treatment, he encourages a reconsideration of the complex relation between usage and meaning.
tags: communication, time, variation, movie, narrative