THE FETISHISM OF FRAMES

When there are no restrictions placed on the pure form of the mortise and the frame, the text encourages fetishism through it preferred reading practices.

Amplifying the commodity fetishism that can follow when we engage the interpretive sequence of abstraction, equivalence and reification, this Max Factor ad glories in its flirtation with sexual fetishism that flows from the more exaggerated form of the male gaze.

Don't you love being a woman?
A woman's lips and mouth have been abstracted from any possible biography. This image of her open mouth and lips exists isolated but dramatically at center stage. They exist here as a male sexual fantasy, the thinly disguised symbolic phallus of the straw framed by these Max Factor lips. Subjectivity has been removed from the action, rather these are relations between objects - between lips and erect straws, and lips and lipstick pencils, in abstracted anonymity. The Max Factor object proposes to replace you with it. "Don't you love being a....woman?"