2009. COLOR THERAPY: painting

 

Techniquea: mixed media on canvas /
Size: from 30 x 40 to 100 x 120 cm /
Year: 2008-2012 /
Exhibitions: 2011. Sombor, Cultural center Laza Kostić / 2012. Budva (Montenegro), Church Santa Marija, City Teatar; Novi Sad, Museum of Vojvodina; Novi Sad, Danube dialogues; Belgrade, Prodajna Galerija Beograd / 2013. Aying (Germany), Gallery Aurum Magnum / 2014. Munich (Germany), Mohr-Villa Freiman

Sanja Kojić Mladenov (Text from the catalog)

Starting from the great power of manipulation that has a contemporary advertising, Maja Erdeljanin in hers cycle of works COLOR THERAPY is investigating mechanisms of its effect on emotions and daily life of man. She sees an abuse of artistic elements, the concept of beauty and human desire for harmony with nature by marketing and media advertising, primarily their strategy of provoking a pleasant experience and creation of an idealized image of success and happiness that a consumer allegedly has by realization of purchasing the offered products.

The author develops a critical art practice of using communications of advertising, strategies of presentations and promotion products as a fundamental and formal framework which gives new meaning and role by situating it in another context. The design and color of cosmetic products and advertising women accessories, photographs of smiling, idealized people, idyllic landscape scenes, messages and slogans, Maja Erdeljanin directly incorporates into hers work, firstly in landscapes inspired with colors print ads (Three and leaf, 1998-2001), then in drawings and collages (SOS – The dream of happiness, 2006), and thereafter in a series of paintings, watercolors and prints (COLORTRENDcollection, 2007-9) and finally in COLOR THERAPY (since 2008).

This results in a kind of assemblages in which the author combines different materials and media (designed textiles, canvas, paper, photography, computer-printed text, drawings, newspaper clipping, template caused letters, the inscription, slogan, message, title, website address, etc.). Using different, non-traditional art materials she achieves innovation and examines the relationship between art objects and everyday objects in the spirit of neo Dada.

“The gap between art and life” (Robert Rauschenberg), produces a cycle COLOR THERAPY as a unique, ironic recipe for achieving psycho-physical harmony and energy storage. Each painting presents a separate space dedicated to a single dominant color, which in relation to a text message completes the author’s basic concept. Works such as:Courageous RED, GREEN Understanding, Loyal BLUE, YELLOW or Wise Enthusiastic ORANGE Maja Erdeljanin examines harmony of colors and their psychological use, but also indicates its interest in the linguistic components of work. Slogan or word is taken out of one context and put into another, misplaced, presented where it is almost never used and where they can obtain new meanings. Her art works correspond with hers literary creations (the novel Out Loud), and her visual and conceptual template, together with the text formulated positions gives the author’s whole orientation of artistic activity. Questions such as: what is beauty, what is art, which is the ratio of private and public, image and reality and how to determine the value of art, are among those that make a research corpus of Maja Erdeljanin.

The articulation of colors, combinations of materials and media are foreground of the cycle COLOR THERAPY of Maja Erdeljanin, which allows identification of critical attitude towards contemporary marketing manipulation of the author, and show the impact of everyday life and reality to the artistic concept and the contextuality of hers artistic practice

Katalog_COLOR_THERAPY_1

 

Sanja Kojić Mladenov (tekst u katalogu)

Polazeći od velike moći manipulacije koju ima savremeni advertaizing, Maja Erdeljanin u svom ciklusu radova COLOR THERAPY istražuje mehanizme njegovog uticaja na emocije i svakodnevni život čoveka. Ona uočava zloupotrebu likovnih elemenata, pojma lepote i ljudske težnje za harmonijom sa prirodom od strane marketinga i sredstava javnog oglašavanja, naroèito njihove strategije izazivanja prijatnog iskustva i stvaranja idealizovane slike uspeha i sreće koju konzument navodno ostvaruje kupovinom ponuđenog proizvoda.
Autorka razvija kritičku umetničku praksu upotrebom komunikacionih sredstava savremenog oglašavanja, strategije prezentacije i promocije proizvoda kao polaznog, formalnog okvira kojima daje nova značenja i ulogu situiranjem u drugi kontekst. Dizajn i kolorit reklama kozmetičkih proizvoda i ženskih aksesoara, fotografije nasmejanih, idealizovanih ljudi, idilične prizore pejzaža, poruke i slogane, Maja Erdeljanin direkno inkorporira u svoje radove, prvo u pejzaže inspirisane koloritom štampanih reklama (Drvo i list, 1998-2001), zatim u crteže i kolaže (SOS – San o sreći, 2006), a zatim cikluse slika, akvarela i grafika (COLOR THERAPY od 2008).
Tako nastaju svojevrsni asamblaži u kojima autorka kombinuje različite materijale i medije (dizajnirani tekstil, slikarsko platno, papir, fotografija, kompjuterski štampani tekst, crtež, isečak iz novina, šablonski naneta slova, natpis, slogan, poruka, naziv rada, web adresa i sl). Upotrebljavajući različite, ne-tradicionalno umetničke materijale ona postiže inovativnost i ispituje povezanost između umetničkih predmeta i svakodnevnih objekata u duhu neo dadaizma.
“U jazu između umetnosti i života” (Robert Rauschenberg), realizuje ciklus COLOR THERAPY kao svojevrsni, ironični recept za postizanje psihofizicke harmonije i akumuliranje energije. Svaka slika predstavlja samostalni prostor, posvećen jednoj dominantnoj boji koja u relaciji  sa tekstualnom porukom zaokružuje autorkin osnovni koncept. Radovima kao što su: Courageous RED, Understanding GREEN, Loyal BLUE, Wise YELLOW ili Enthusiastic ORANGE Maja Erdeljanin ispituje harmoničnost boja i njihovu psihološku upotrebu, ali i ukazuje na svoju zainteresovanost za jezičke komponente rada. Parola ili reč su izvučene iz jednog konteksta i stavljene u drugi, rekontekstualizovane, iznete tamo gde se gotovo nikad ne koriste i gde dobijaju nova značenja. Njeni umetnički radovi korespondiraju sa njenim književnim ostvarenjima (roman Naglas), a njen vizuelni ili konceptualni predložak, tek u jedinstvu sa tekstualno formulisanim stavovima daje celinu autorkine orijentacije umetničkog delovanja. Pitanja kao što su: šta je lepota, šta je umetnost, koji je odnos privatnog i javnog, slike i stvarnosti i kako se određuje vrednost umetničkog dela, neka su od onih koja čine istraživački korpus Maje Erdeljanin.
Artikulacija bojama, kombinacija materijala i medija čine prednji plan ciklusa slika COLOR THERAPY Maje Erdeljanin, koji omogućava uočavanje kritičnog stava autorke ka savremenoj marketinškoj manipulaciji, i ukazuju na uticaj svakodnevnog života i stvarnosti na umetnički koncept, odnosno na kontekstualnost njene umetničke prakse.