ART IN ADVERTISING

When inspiration is in the art.

The border which delimited brand communication and art is being diluted, now we talk about the integration of a brand on the contemporary art system.

Art invades the territory of brand communication and the same thing happens in reverse.

The Pop-Art would be an excellent example of marriage between the world of art and advertising. Andy Warhol painted in 1985 the fist work for the Absolut Art Collection; He took the bottle of Absolut itself as the center of te painting. Nowadays the collection consists of more than 800 unique and original pieces, with the contribution of artists such as Louise Bourgeois and Rosemarie Trockel.

Works from different periods and authors have served as inspiration to contemporary productions, of graphic product design and advertising as well as illustration work. Advertising to res again and again images inspired on different artistic currents.

When a brand makes work her communications under the orientation of an artistic genre connected with more risky expressive media, it can be produced a direct transfer from the object to the product, which has a positive effect on the consumer’s attention.

Digital art or contemporary sculpture project a farsightedness of the brand.

Esther Villanueva Ortiz

References:

http://algargosarte.lacoctelera.net/post/2009/05/30/el-arte-como-inspiraci-n-la-publicidad-anuncios

http://www.artecreha.com/Encontrarte/el-arte-en-la-publicidad-el-cartel-i.html