In the 1970s, Ed Ruscha's art underwent significant transformation, marked by a shift towards using non-traditional and organic materials. This period saw Ruscha pushing the boundaries of conventional art mediums, experimenting with substances like coffee, condiments, and even cheese to create his artworks. This exploration was driven by his desire to expand his ideas about materials and their inherent values, leading to works that were deeply embedded in the textures and flavors of American life. His piece "Dance?" from 1972 exemplifies this approach, where the incorporation of everyday food materials adds depth to the work's commentary on consumerism and the American social landscape​ (The Art Story)​. Ruscha's 1970s work also included "catch-phrase" drawings, where phrases were set against vibrant, colorful backgrounds, creating a tension between the soft, hazy pastel backgrounds and the rigid typography of the text. This juxtaposition was Ruscha's way of questioning the distinction between art and design, high culture and low culture. A notable work from this series is "Pretty Eyes Electric Bills" (1976), which contrasts romantic and mundane elements to provoke thought and mystery, reflecting Ruscha's interest in the discord between different elements of modern life​ (The Art Story)​. Furthermore, the 1970s marked a period where Ruscha's fascination with the interplay between text and image deepened. Continuing from his earlier work, Ruscha began using phrases and entire sentences in his art, a practice that paralleled the works of other post-Pop Art generation artists like Barbara Kruger and Jenny Holzer. This era saw Ruscha experimenting with the form and presentation of language, as seen in his series of drawings that employed pithy phrases against fields of color, further blurring the lines between visual art and written language​ (Wikipedia)​. The 1970s were a decade of exploration and experimentation for Ruscha, as he continued to explore the landscapes, vernacular, and cultural motifs of Southern California while also venturing into new territories with his choice of materials and engagement with language. His work from this period reflects a broader curiosity about the American experience, conveyed through a unique blend of conceptual art practices and pop art sensibilities​ (Artsy)​.