Untitled (cowboy)

Richard Prince1980-1989

Art Gallery of New South Wales

Art Gallery of New South Wales
Sydney, Australia

Richard Prince was part of the Pictures Generation of artists of the 1970s and 80s who ransacked the image banks of popular culture, redeploying mass-media imagery in politically subversive ways. Taking magazine advertising as his point of departure, Prince’s work both reflects and critiques American culture.

Prince’s use of advertising material was informed by a period of employment at the Time-Life Corporation, where he cut articles from popular magazines, leaving behind the advertisements. He began re-photographing these advertisements, cropping, refocusing and otherwise altering the images to suit his own purposes.

‘Untitled (cowboy)’, a politically charged image, is taken from a Marlboro advertisement. Stripped of its logo and branding paraphernalia, the image evokes a masculine ideal, harking back to a fantasy of pastoralist America life.


  • Title: Untitled (cowboy)
  • Creator: Richard Prince
  • Creator Lifespan: 1949
  • Creator Gender: Male
  • Date Created: 1980-1989
  • Physical Dimensions: 181.5 x 271.5 cm sight; 186.0 x 276.0 x 5.8 cm frame
  • Type: Photograph
  • Rights: John Kaldor Family Collection © Richard Prince
  • Medium: Ektacolor photograph
  • Artist Country: United States of America

Additional Items

Wayne Tunicliffe – formerly senior curator of contemporary art and now head of Australian art at the Art Gallery of NSW on the work Untitled (cowboy)' by Richard Prince.

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