In both images Kruger is trying to depict a simple statement as a message.With the merging of found photographs from existing sources, she conveys her images with pithy and aggressive text that involves the viewer in the struggle for power and control that her captions speak to viewer. Whether the observer sees the images as infridged concepts of art, the works can be seen as and interpreted as true statements that are more than just an opinion. She juxtaposes her imagery and text and focuses on the concepts of consumerism-materialism and Feminism. Quoted from the painting 'Face It' ,''This luxurious garment won't make you rich or beautiful'' The idea of the message is that people shop to fill their needs, things consumers want and just buy for the sake of it which can be said as buying vigourously." In 'I shop, there for I am', Kruger also brings out the same concept- She is directly saying that materials/consumerism has reached the point where people try to define themselves through what they buy. The nature of the text seems to transgress the message and challenge the viewer.
Sahrita I completely agree! Her messages are strong, clear and direct. She urges the viewer to look at themselves as the consumer and question the way they shop, use and consume materialistic items.
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