G isele Freund states that every historical epoch has its own artistic modes of expression that reflect the political character, thoughts and tastes of the times [1]. At another point she writes that each society creates its own particular modes of expression largely through its life-style and tradition and that these modes in turn reflect the epoch. Every change in society influences the theme and type of artistic representation [2]. If one agrees with Freund's point of view, it becomes necessary to look at holography from a perspective different from those used up to now. We have to ask in which way and using what aesthetic methods and means does holography correspond with the thoughts and tastes of our times or, to put it differently, whether the aesthetic message of the medium is able to influence as well as express the characteristics and trends of the present experience. Above all, it is essential to examine what holography is and how this medium articulates its aesthetic message. This is not intended to be another detailed explanation of the technical principles of the recording and reconstruction of a hologram, which has already been done innumerable times [3]. Of more importance here is the intention to investigate the aesthetic side of the medium. As with other technical media, such as photography or film, up until now the recognition and acceptance of holography as an artistic mode of expression has been highly controversial. Advocates of this new medium, for whatever reasons, recognize holography as a completely new art form and propagate the special qualities of holography as unique and revolutionary. This is precisely what prompts many critics to regard holography either as kitsch or simply as technical game-playing and thus as something to be rejected. Amidst this controversy, more and more artists are attempting to establish respect for holography and for themselves within the traditional art world. At the same time, numerous business people are equally interested in commercializing the attractive, spectacular aspects of holography. The activities here range from the organization of popular exhibitions to the production and commercialization of holographic stickers, badges and fashionable accessories.