Presented at the Baltic Art Gallery in Newcastle for the LifeWorkArt project 'Handle With Care' in cooperation with the Newcastle University.

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Copyright Aistė Jakonytė ©

'Cake 17; Seb' is a video project documenting allure and trickery of advertisement combined with a feminist issue. The video explores how some people are more susceptible to advertisement and the limits you can push people to when they comply with the demands of the advert. Moreover, the feminist issue of men viewing women as homemakers is presented in a quirky manner of a cake illustrating, with a cake icing drawing, that ‘a woman needs a man as much as a fish needs a bicycle’. The whimsical, primary colours of the drawing add to the satire of the piece, as does the illustrative style of the decoration. As the male who has responded to the advert complies with the demand to eat as much cake as he can, he is complying with our demand of female empowerment. This puts women in control as they use that which men use to demean them with – food – to control and push men to the limits. Alluding to such films as Warhol’s Sleep, documenting a man sleeping for five hours and twenty minutes, and such works as Santiago Sierra’s 'Exploitation of Labour' and 'Sophie Calle’s' The Sleepers, 'Cake 17; Seb' pays homage to Avant-garde art, power of advertisement and feminism.

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