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Statement |
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DERO (ROmanian Detergent) is one of the few Romanian communist
era products which has survived through the economic transition. Its original
recipe and presentation have been altered to render it marketable.
Aggressively promoted, it became a local commercial advertising hero, symbol
of the rebirth of a familiar image through its totally reinvented content.
Its name was retained because of its resonance. Its content is nowadays an
alien expression of consumerism (the state-owned DERO factory was sold to
Unilever). DERO is seen as
a paradigm (and a paradox) of the present day Romanian identity crisis. Is
consumerism organically rejected by a traditionalist society emerging from an
era of cultural isolation and strict upholding of its tradition or is it
unconditionally embraced? In an effort of formal self-purification, devoid of
any traditionalist "esthetical correctness", the artist avoids any
value judgments and allows himself to comment, question and self-question in
his quest for a solution to this identity dilemma. The answer might also
yield the key to the artist's own identity and role in the society to which
he belongs. |
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