Freedom©

This work depicts the convergence of political propaganda and advertising aesthetics through a figure inspired by mobilization posters, which transforms the image of the leader into that of a seller of desires. The figure of the commercial clown—with his frozen smile, vacant gaze, black tears, and the colors red, yellow, and black—as well as the transformation of the slogan “I Want You” into “Consume” graphically embody the continuity between the mechanisms of political persuasion and those of advertising, where image, language, and emotion become tools of influence. By contrasting the historical call to serve a collective cause with the contemporary imperative to buy, the work reveals how two seemingly different systems can use the same strategies to guide behavior and create an illusion of choice, to the point of transforming the individual into both a consumer and someone who is consumed.