From Cirio's theoretical text:
"The future battlefield of advertising is its disappearance in everyday life — becoming invisible and yet being highly effective. This series of photographs, appropriated from celebrities as well as micro-influencers, functions as evidence of deceptive advertising and illustrates the visual devices utilized to allure attention. The analysis of photographic language is used to point toward the legal, ethical, and economic nature of the online influencers to discuss the pervasiveness of the attention economy.” https://paolocirio.net/press/texts/text_attention.php
Recent Cirio's quote:
"The work Attention relates to the legacy of modern art using advertising as material. In the work the visual advertising is appropriated and deconstructed to discuss the aesthetics of today's publicity, within its semantic, economic, and social domains."
From Cirio's reasearch:
A collection of several news articles about the social and legal implications of deceptive advertising by Internet influencers. https://influencers-watch.org/about/
This series intervenes in the attention economy of advertising by social media influencers. Particularly looking at the language of the photographic medium on Instagram, Attention appropriated photos by influencers who promoted controversial products without disclosing them as paid advertisements. The work deconstructs how Instagram influencers deploy their own particular language of advertising, and therefore interrogates the arbitrary visuals that determine the value and utility of our attention in becoming commodified. The photos are analyzed by zooming into the visual details to reveal highly constructed photography. The imagery of the narcissistic, sexualized, and idealized self is a performative language of the attention economy that became canonized, both to convey perfection and spontaneity. The image is meant to be familiar, effortless, natural in its fabrication; advertisements seamlessly appear to be authentic life. This artwork aims to break the construction and formality of this photographic language; by decoding the images, their mechanism is highlighted. As a form of public action, printed compositions are posted on walls to return the subtle online advertising to its detectable form. In addition, a website for the project allows the public to collect and report deceptive adverts by online influencers.