Between 1967 and 1970 J.G. Ballard placed five ‘advertiser’s announcements’ in Ambit, New Worlds and various continental alternative magazines. Although he was the editor at Ambit and heavily involved in New Worlds he paid the going rates out of his own pocket. Ballard stated that he wanted to eventually place them in Vogue, Paris-Match and Life magazines and even applied for an Arts Council grant to provide the necessary funding, but the idea was summarily rejected by the council. Ballard believed that the refusal was occasioned by their sniffy attitude towards advertising as an art-form: still the hesitancy to pony up public funds is understandable on several counts. Would those august publications have published the adverts considering their bizarre and controversial nature? Is advertising a suitable area for an Arts Council grant? And most pertinently of all, what exactly is Ballard selling?
The adverts feature a black and white image of a woman; the first and final photographs are of his partner Claire Churchill, later Walsh, the second is a still from Steven Dworkin’s film Alone about a woman masturbating, the third is a photograph of a woman in bondage gear that his friend the British Pop Artist Eduardo Paolozzi took and the fourth is by Les Krims; with accompanying text taken and on occasion somewhat re-worked from various chapters of The Atrocity Exhibition. As always with Ballard the motivation and effect is ambiguous. The use of the Situationist International technique of détournement would appear to place them as satires, but Ballard always had a tendency to embrace what was commonly held in contempt by the establishment. Regardless of their overt meaning we can be sure that their latent manifestation is of a deeply subversive nature.