"Do you know why language manifests itself the way it does in my work? It's because I understand short attention spans."
The economy of Kruger's use of image and text facilitates a direct communication with the viewer. Within a short declarative statement, she synthesizes a critique about society, the economy, politics, gender, and culture.
Kruger merges the slick facade of graphic design with unexpected phrases in order to catch the viewer's attention using the language of contemporary publications, grapic design, or magazines. Rather than attempting to sell a product, her works aim to sell an idea to the viewer that is meant to instigate a reconsideration of one's immediate context.
Kruger appropriates images from their original context in magazines and sets them as the background against which she emblazons confrontational phrases. From her use of clearly legible font to her jarring palette of red, white, and black, each element of the final artwork is crucial to its effectiveness as both an artistic expression and a protest against facets of postmodern life.