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.