Outstanding

The discipline of marketing has found a welcoming home in the art museum world. Relentlessly positive and unabashedly promotional, museum communications sometimes feel as though the clock has been turned back to the excitable 1990s. Take a recent announcement for an upcoming exhibition by Christchurch’s CoCA. For what's basically another local show (it's titled Contemporary Christchurch) the 148-word announcement has managed to squeeze in 10 superlatives to remind us how to respond:

excited
celebration
innovative
vibrancy
stimulating
creative
lively
inspiring
innovative
amazing

How incredible is that?