Elfriede Mejchar (ΑΤ)

In her collages Elfriede Mejchar questions and refl ects strategies of advertisements
in magazines which focus in beauty, youth and wealthiness. This faked image of
our world isn´t just used to promote a product, but mirrors as well the mechanism
of identifi cation promising luck, love and sex if one relates to the role model. With
an humorous aesthetics Mejchars fl ashy collages throw a glance to the essential:
The courage of breaking with the dictate of the beauty ideals.
Even in the Greek Antique it was a pretty hard job to full-fi ll the standards to get
called beautiful. The Greek had been the fi rst who intensively questioned what
Beauty is. Symmetry was one of the beauty-standards, which even today is called
the classic beauty. Further pale skin, fl axen hair, red lips were musts. To achieve
them, they operated with quite poison chemicals.