Richard Armijo: Miguel de la Madrid: He’s the Guy I Like
November 25 – December 30 1982
In his window installation, Miguel de la Madrid: He’s the Guy I Like, Richard Armijo juxtaposed grocery store advertisements with campaign posters for the then president of Mexico to manipulate propagandistic imagery. By comparing campaign posters to advertisements, Armijo wanted to alleviate the “bombastic and dogmatic” impact that he associated with political advertisements to create a new reading. For the artist, the similarities between the advertisements and the products or candidates they were promoting outweighed their differences. On one level, Armijo was relating the red and green of Christmas “propaganda” colors in the food advertisements he had selected with the red, green, and white of Mexico’s national colors in the campaign posters. The juxtaposition extended the comparison to the content of the advertisements and posters as well, suggesting that a food advertisement carries an implicit political messages, just as a poster for a political candidate projects consumer appeal.