MOTER!
Instead of treating photographs as the autonomous creations of their makers, as did Ansel Adams and other postwar tastemakers, he viewed them as forms of cultural iconography that reflected the commercialism and venality of contemporary life.
Mr. Heinecken’s most influential body of work was his 1966-67 series “Are You Rea”, consisting of images that superimposed advertising and feature photographs found in large-circulation magazines, often to sarcastic effect. To combine the images, he treated each page like a photographic negative, shining a light through to expose both sides at once.