Buy me I’ll change your life

“Buy Me I’ll Change Your Life” – one of the slogans used a number of years ago by Selfridges, in promotion of a sale. The promotional material is, unsurprisingly, the work of Barbara Kruger, in collaboration with advertising agency Mother. The irony of her consumerism-undermining work being used in promotion of the “high temple of consumerism” is clear, but is their hypocrisy? And if so, is it within Kruger, Selfridges, or both? On the other hand, it can’t be denied how perfect a context Kruger has had the opportunity to utilise for her work – and regardless of their questionable morality, Selfridges (with help, of course) created one of the most interesting advertising schemes I’ve seen from any retailer.

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