Poster - Exciting perfumes by Mem 1946

Editor: Here we have René Magritte’s “Poster – Exciting perfumes by Mem” from 1946. It’s quite a curious piece—the tree trunk with perfume bottles nestled like little birds in wooden boxes… it's absurd, really. How do you interpret this work, thinking about its original purpose? Curator: This poster reveals a fascinating intersection of art, commerce, and social expectations in post-war Europe. The absurdity, as you call it, cleverly subverts traditional advertising. Instead of simply showcasing the perfumes, Magritte presents them within a dreamlike tableau, almost like offerings from nature itself. Editor: So, it’s more than just a straightforward advertisement? Curator: Absolutely. Consider the social climate of the time. After the war, there was a renewed desire for luxury and a yearning to rebuild the economy. This poster subtly connects these desires. The perfumes are elevated from mere commodities to symbols of beauty, fantasy, and aspiration. Editor: I see... so the image is selling a dream, a lifestyle, as much as a fragrance. Curator: Precisely! And Magritte, being a Surrealist, plays with expectations. The unlikely juxtaposition of natural elements like a tree and the artificial product is jarring. Is the commercial success and recognisability of perfumes impacted or boosted by it? Editor: Hmm, I’d have to think about that, but it definitely gets my attention more than a typical perfume ad. The choice to display the perfume bottles inside the tree has definitely turned it into more than a typical product endorsement, for me. Curator: It's interesting how the seemingly strange becomes compelling. Analyzing its historical context helps decode this poster and better grasp the complex relationship between art and consumerism. Editor: It makes the art feel accessible when we ground it in it’s time. Thanks!