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Assortment

photography
48 c-prints, framed
each 18 x 18″ (45 x 45 cm)
2005

Pascal Fendrich, Sortiment 1, Wasser
Pascal Fendrich, Sortiment 2, Bier
Pascal Fendrich, Sortiment 3, Sake
Pascal Fendrich, Sortiment 4, Coke

The photographs show an assortment of everyday products from all over the world. Instead of the original label, the names of the products are written on the containers in black letters on a white background using the respective local language. We are irritated by a well-known water bottle that simply says “water”, while salty Japanese pickled plums with the inscription 梅干 (umeboshi) do not seem strange at all. Conversely, in Japan, umeboshi are irritating, while cocktail sausages pass as normal. The fact that we eat unknown things is accepted there just as much as the fact that we label our products with incomprehensible names. So in the end, the labelling contains no information, neither for those who know the language, who recognise what the contents are anyway, nor for strangers, who neither know the contents nor can decipher the labelling.

The labels are therefore redundant with regard to their reference system. The familiar variants are irritating, while the incomprehensible ones seem credible. Outside their frame of reference, they gain an imaginary meaning that is simply assumed. Here, the limitations of everyday experience become apparent. Especially the well-known seems alienating and deserves the greatest doubt.

Pascal Fendrich, Sortiment 5, Cola
Pascal Fendrich, Sortiment 6, Limonade
Pascal Fendrich, Sortiment 7, Ουζο
Pascal Fendrich, Sortiment 8, Eau
Pascal Fendrich, Sortiment 9, Soda Vert
Pascal Fendrich, Sortiment 10, Soda Rouge
Pascal Fendrich, Sortiment 11, Vin
Pascal Fendrich, Sortiment 12, Eierlikör
Pascal Fendrich, Sortiment 13
Pascal Fendrich, Sortiment 14, Lim Suyu
Pascal Fendrich, Sortiment 15, Power Drink
Pascal Fendrich, Sortiment 16, Mawar
Pascal Fendrich, Sortiment 17, Cocktailwürstchen
Pascal Fendrich, Sortiment 18, Schinkenwürstchen
Pascal Fendrich, Sortiment 19, Geflügelwurst
Pascal Fendrich, Sortiment 20, Hot Dogs
Pascal Fendrich, Sortiment 21, Bockwurst
Pascal Fendrich, Sortiment 22, Wiener Würstchen
Pascal Fendrich, Sortiment 23, Blutwurst
Pascal Fendrich, Sortiment 24, Leberwurst
Pascal Fendrich, Sortiment 25, Rinderbrühe
Pascal Fendrich, Sortiment 26, Hühnerbrühe
Pascal Fendrich, Sortiment 27, Brathering
Pascal Fendrich, Sortiment 28, Remoulade
Pascal Fendrich, Sortiment 29, Barbecue Sauce
Pascal Fendrich, Sortiment 30, Hot Cheese Salsa
Pascal Fendrich, Sortiment 31
Pascal Fendrich, Sortiment 32
Pascal Fendrich, Sortiment 33
Pascal Fendrich, Sortiment 34
Pascal Fendrich, Sortiment 35, Soja Sauce
Pascal Fendrich, Sortiment 36, Kimchi
Pascal Fendrich, Sortiment 37
Pascal Fendrich, Sortiment 38, Biber Turşusu
Pascal Fendrich, Sortiment 39, Incir Reçeli
Pascal Fendrich, Sortiment 44, Kaviar
Pascal Fendrich, Sortiment 40, Szczaw
Pascal Fendrich, Sortiment 41, Ajo
Pascal Fendrich, Sortiment 42, Paprika
Pascal Fendrich, Sortiment 43, Kersen
Pascal Fendrich, Sortiment 48, Süt
Pascal Fendrich, Sortiment 45, Schoko-Drops
Pascal Fendrich, Sortiment 46, Gaufres
Pascal Fendrich, Sortiment 47, Fruchtspeck
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