The title of this work, taken from the text which overlays the mountainous landscape, refers to advertising slogans that follow the formula, ‘Buy Now, Pay Nothing Until April’. Here the dramatic landscape, illustrating the environment’s natural beauty, is in stark contrast to the competing text that alludes to our consumer society, and the increasing readiness to live on credit.
Ed Ruscha (American, born 1937)
Ruscha was born in Omaha, Nebraska. He grew up in Oklahoma and studied in Los Angeles. Ruscha's work is diverse and experimental. Since childhood he has been interested in commercial art, in the form of advertising, comic books and magazines. This led to his first paintings featuring words, produced in the late 1950s. Ruscha is equally known for his books of deadpan photographs, such as 'Twenty-six Gasoline Stations' of 1963 and volumes of banal photographs of buildings. In his work Ruscha aims to challenge accepted concepts of language and meaning, often by combining unrelated words and images.
