Advertising Thoughts of Ed Ruscha

[Pierre Tavlitzki]

Ed Ruscha enjoys Los Angeles for its ubiquitous advertising. It is the inspiration of his work. White capital letters imitating typography stand out on a uniform background. The letters are clean and neat: it is obvious that the artist is taking a major care on the readability of his message.

On 15 May 2008, Sotheby's in New York sold a little 1979 pastel, 58 x 74 cm, where the artist spread over three lines: "I DO NOT WANT NO RETRO SPECTIVE". I indicated in my blog that I found it in poor mood (presumptuous or vain). The market has seen it instead as an artistic manifesto. Estimated $ 1 million, it reached almost $ 4 million including premium.

On June 29 in London, Phillips de Pury is selling less aggressive thoughts: "THAT WAS THEN THIS IS NOW". Dating from 1989, it is in fact the title of a movie. The white letters stand out in two rows in front of a cloud pattern viewed against light. This oil on canvas 107 x 244 cm is a trailer, free and unframed in the sky over Los Angeles.

This picture more surprising than disturbing is estimated 600 K£.

[Pierre Tavlitzki]

Good result, in accordance with the estimate: 710 K £ including premium.