“DEL-L-AWARE”—an everyday scene transformed into a work of art. A BIOS update runs on a Dell desktop computer, and with two simple modifications, a screenshot becomes an ambiguous image. The first change involves removing the DELL logo from its circular frame, extending it with “AWARE,” and placing this newly formed word beneath the circle. The second change replaces the emptied circle with the Delaware state seal. This substitution reinforces the new term, which—regardless of spelling—references the U.S. state of Delaware. The image’s meaning shifts depending on how viewers parse the text. If “DELL” and “AWARE” are read as one unit, the message becomes “Delaware updating your firmware”; if seen as separate elements, it reads “DELL aware updating your firmware.” Both interpretations address the firmware update, but attribute the action to different agents.
The photograph captures a screenshot of a running update process which has been slightly altered. The central theme is investigated through three dimensions: visual, textual, and auditory.
[A] The combination of the background of the picture and another visual object may evoke an (English) term that is ambiguous in German and thus “calls up a second theme.
[B] In addition, this combination may result in a new subject or an invented word through an equally pronounced but differently spelled word combination, as well as through a differently pronounced but equally spelled word.
[C] Sometimes it is the title of the work that reveals the background and thematic association of the image.
[D] And in the one or other case it is just a modified photograph.