Artwork Title: Oranges on Fire - Artist Name: Larry Sultan

Oranges on Fire

Larry Sultan, 1975

Between 1973 and 1989, Sultan and Mandel created fifteen unique designs for billboards that were installed in over ninety sites, mostly in California. The artists appropriated images and text from postcards, illustrated books, and magazine advertisements, replacing traditional slogans with unclear messages and nonsensical symbols. Mimicking advertising in form but not in function, the billboards challenged passersby with ambiguous, absurd, and thought-provoking content. For Sultan and Mandel, using the billboard celebrated the folk art of their media-rich hometown, Los Angeles, while offering a platform that could engage unsuspecting audiences in a typically passive and commercial context.

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