Ed Ruscha (b. 1937)

The title and subject of the work remind us that the continuum of time is composed of the momentary; a flash of ending differentiates past from present and present from future, and a final, apocalyptic end would render time meaningless.
—R. Roberts, ed., MoMA Highlights since 1980: 250 Works from The Museum of Modern Art New York, New York, 2007, p. 109