Reviewing Artforum’s Advertisements: April 2014

This ad for Urs Fischer's big upcoming show at Gagosian not only elegantly pairs style and substance (which is really all I ask for in an Artforum ad) but is also notable for the fact that it leaves out the Gagosian logo, or any reference that this is a Gagosian show. Which is fair because, spread across two pop-up spaces, one of them on the Lower East Side of all places, it probably won't feel like one. —D.D.
"So in the dream, I was pretty well dressed, but instead of a head, I had two 69ing turtles..." Enough to send even the best Jungian shrink screaming from the room. —Z.L.
When Larry Gagosian looks at this ad, he sees a big burlap sack with a money sign on it. What do you see? —Michael H. Miller
Lately, my way of coping with the endless cold weather has been to focus on all the things I won't enjoy about summer. Like when my big white dog sheds big white tumbleweeds of fur on all my clothes. Thanks to this ad for momentarily taking the edge off. —Z.L.
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Dodge Gallery will soon close its doors and this here is their classy sign-off. —D.D.
Pure elegance. Note those bracelets—rough and raw and chic like good little Chamberlains. And that heartbreakingly delicate black sheer pleated skirt on the right. And the graceful cut of that chicly regal (regally chic?) black dress. In a perfect world I would wear nothing but Céline. —A.R.
Really all you need for a great Artforum is one great painting. Even better if you can get an unadulterated masterpiece.
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Here we seem to be peeping inside Robert Longo's studio ahead of these two upcoming shows: Petzel will feature some very American works like the drawing of the Capitol seen here while Metro will show his drawings of famous Abstract-Expressionist works. Cool idea, I'm already sold. Plus, I'm not sure this translates on a smaller scale, but because the overwhelming black-and-white-ness of the works and the studio, this ad's photo appears to be black and white, but it's actually not (a guitar and the wood of a chair give it away). Fun stuff, looking forward. —Dan Duray
After a lot of thought and a false preconceived notion that it would be easy to make some kind of joke about horses for this caption, all I can come up with is, "Do you know how to pony like bony maroney?" It's not even a joke, really. I'm so sorry, reader. —M.H.M.
Chart idea: track popularity of foosball against time until next World Cup. Up and up and up. —Z.L.

Hot stuff in this April issue of Artforum. Perhaps hottest of all? Christine Mehring on Sigmar Polke’s storied 1976 Düsseldorf retrospective, which was organized by none other than Benjamin H.D. Buchloh. (Polke made a rather unexpected intervention in the show.) Also cool: a Top 10 from Pauline Oliveros, J. Hoberman on the Philadelphia Museum of Art’s Michael Snow show and quite a bit more.

However, we’re here now for the ads. The finest are in the slide show. Click it to have a look.

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