Courtesy of the artist
Perfect Lovers (Viagra, Couple), Pharmaceutical Promotional Clocks, 2010
Jeff Ostergren
Our drugs are timekeepers. Every prescription gives us a clock. And here, a trinket timepiece that would be a useless, common gesture of advertising considered by itself, becomes something else when deliberately paired with its duplicate. This is one example of Jeff Ostergren’s gift for turning such images upon themselves, tricking them into a significance that they would not otherwise possess.
Pharmaceutical chronologies are not simply a matter of scheduling dosages, although that is one obvious consequence of arranging our lives around our medicines. With a treatment for “erectile dysfunction,” timing is everything. But whether the issue is sexual performance or chronic depression, Ostergren sees every drug marketing image as an oxymoron. Whatever is pictured disavows the reality being treated, as well as the dangers of being treated at all. Thus the documentation of known side effects in those microscopic fonts which, while legally present, are invisible.
Courtesy of the artist
Sundial, PVC, Spray Paint, Magazine Advertisements, Marble, Pharmaceutical Promotional Clock, 2010
But this is not the smug satire of “mother’s little helper.” Ostergren refuses to simply dismiss our reliance on our medications. Rather, he is asking questions about the society that has such an absolute need for them. This is the place where all of our pretended dismay over addiction never goes. And where our desperation for a cure comes up against our own hopelessness.
Recently arrived in New Haven, Ostergren will have a video piece included in an upcoming exhibition at Artspace. After the viral outbreak of Open Studios, his work could prove a useful antidote.
Contact the artist at jeffostergren (at) gmail (dot) com. Additional images are at
