“I'm always trying to bring unusual content to a different audience - a non-art-world audience.” Jenny Holzer.
I decided to write this blogpost on another one of my favorite female artists, Jenny Holzer. Advertising is about making the viewer stop. Stop at that one postcard, or stop at that one page in the magazine. I believe that Jenny’s work makes people stop.
I first learned about Holzer’s work in an Art History class I took at UD. What I found fascinating about Jenny’s work was her meaningful phrases and the way that she displays them. Holzer is mostly known for her large-scale public displays that include billboard advertisements, projections on buildings and other architectural structures, as well as illuminated electronic displays. From big to small, Holzer’s work has also been shown on monuments, small posters and T-Shirts. Wikipedia says, “Her main concern is to enlighten, bringing into light something thought in silence and meant to remain hidden.”
Holzer was born in Gallipolis, Ohio and attended Duke University, the University of Chicago and Ohio University where she completed a Bachelors of Fine Arts Degree. She moved to New York City in 1976. In Manhattan, Holzer participated in an independent study at the Whitney Museum and that is where she first started working with language, installation and public art. Some of her contemporaries include Barbara Kruger, Cindy Sherman, Sarah Charlesworth, and Louise Lawler.
Holzer has done many series, but two in particular made me stop. She has a series called“For the Capitol” that she completed in 2007. Projected on the Kennedy Center for the Performing Arts in Washington D.C, this piece was made specifically for nighttime projection using quotes from John F. Kennedy and Theodore Roosevelt.
I also appreciated her project from 2006 titled “For 7 World Trade” which is one of her permanent LED light installations. It hangs in the lobby of the 7 World Trade Center in New York City. The WTC’s website mentions Holzer’s piece saying, “Holzer, a conceptual artist, created an animated-text installation of prose and poetry that scrolls across a glowing 65-foot-wide, 14-foot-high glass wall behind the reception desk. The work features pieces written by numerous authors - from Elizabeth Bishop and Allen Ginsberg to Langston Hughes and Walt Whitman - whose work evokes the history and spirit of New York City.”
“That's the test of street art - to see if anybody stops. People would cross out ones they didn't like and would star others. I liked that people would engage with them.”-Jenny Holzer
Jenny Holzer is currently living upstate New York with her husband and daughter. Her art has been shown all over the world and has won many awards. Her work is controversial but I also think it has a way of pulling people in and enticing them. Her displays are in your face and make you think. I find that is needed in good advertising whether it is advertising for businesses or advertising your own thoughts and ideas. If you enjoy Jenny Holzer’s work I also recommend checking out the other artists I mentioned earlier.
Contributed by Crista Kling.
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