James Rosenquist started as a bill board painter and applied the sign painting techniques to large scale paintings he begun creating in 1960. He adapted the visual language of advertising and pop culture to the context of fine art. Rosenquist has described his paintings as being meaningless reflecting advertising in general. What we see on an advertisement is not reality it is a hyper reality and something that is unattainable. Rosenquist is emphasising this through his large scale bill board like paintings.
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