I photograph advertisements I find in beauty magazines, ads that are also photographs, which I then deconstruct and recapture. I appropriate the pages from the beguiling books to make my own pictures, especially the images that become repetitions of the same thing selling us the same products. My photographs form a comment on the absurdities and clichés found in beauty advertisements and their message.
I use the faces of famous celebrities and models and distort them in different ways. I transform the images with various processes to create distortions. With a bend of the paper or the way I approach the manipulation process, the magazine no longer acts as a photo or a sheet of paper, but as a structural object I can manipulate and control in my photographs.
Ads promise beauty, health, perfection, and countless other gratifications in order to lure us to buy their product. My ambition is to reveal a sense of control and power in the media’s generalizations of beauty and perfection and then undermine this with my manipulations. It is important for people to see the nonsensical nature of these advertisements that sell us status, normalcy and individuality. I believe people should find those qualities within themselves, not through consumption because advertisements are not a reality we should be striving to achieve. They are a false representation of what is beautiful. This is my way to sculpt the idea that we do not have to buy into it.
© 2017 Deana Romo. All Rights Reserved.