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Tim Roseborough
Pharmacopeia

On View:
January 6, 2009 – February 3, 2010

Opening Reception:
Friday January 8, 2010
6 pm - 9 pm

SAN FRANCISCO, CA - Digital Artist Tim Roseborough explores the culture of medication in his new video, "Pharmacopeia," at Scenius Gallery. "Pharmacopeia" will be presented in a special window display format from January 6 to February 3, 2010. The opening reception will be held on Friday, January 8, 2010, 6 pm to 9 pm. Admission is Free. Scenius is located at 3150 18th Street, #104, San Francisco, CA 94110. Call (415) 420-2509 or visit www.scenius.com for more information.

The amount of money spent by pharmaceutical companies on direct-to-consumer advertising more than tripled between 1997 and 2005, since restrictions governing drug ads were relaxed by the U.S. Food and Drug Administration. At the same time, the U.S. has witnessed an increase in the non-medical use of prescription drugs, according to a governmental research group.

Using these trends as a starting point, Roseborough's computer-generated video imagines a retail store in which medicine is as colorfully and appealingly presented as candy. The store, which lends its name to the video, derives its name from Webster's Dictionary definition of "a collection or stock of drugs."

"Attempting as much neutrality as possible on the subject, I find it feasible to extrapolate from our current medicinal culture into one in which the sales practices of prescription drugs and candy could be conflated."

"Pharmacopeia" will be presented in a special window display format from January 6 to February 3, 2010. The opening reception will be held on Friday, January 8, 2010, 6 pm to 9 pm. Admission is Free. Scenius is located at 3150 18th Street, #104, San Francisco, CA 94110. Call (415) 420-2509 or visit www.scenius.com for more information.

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