In Halbzeit, how is the Interpretation discussed?
In a lot of his work, Michel Majerus used elements from mass culture and popular culture, from video games and pop music to corporate language. In Halbzeit, the two depicted words or logos, thirst - juice, sound like a commercial slogan or advertisement, which immediately connects a consumer's desire ('thirst') with a product ('juice').The title of the painting can be translated to the English term half-time, referring to the interval of time between two halves of a sports match. According to the Mudam, Michel Majerus and this work, Halbzeit, talk about the concept of time and more specifically the present era, where time is sold, commercialized and divided. The half-time in this work is the moment where an advertisement reaches its target: the consumer.
Mudam logo Michel Majerus advertisement corporate desire pop music slogan popular culture mass culture video game product half-time thirst time juice consumer