Bifocal 2: Avatar and Superlatives

“You go to Las Vegas precisely because you want to be overwhelmed by an excessive visual ordeal. We define and describe spectacle by the use of superlatives, and Wynn tells you on his taped message that his paintings are the ‘most expensive’ and ‘the best.’ The Guggenheim’s advertising offers the viewer no less.”

Excerpt from In the Desert of Desire: Las Vegas and the Culture of Spectacle by William L. Fox, Reno/Las Vegas: University of Las Vegas Press, 2005. Print.

Image: Still from Avatar. Photo courtesy of 20th Century Fox. Image from