WARHOL INFLUENCES ON ADVERTISING

Andy Warhol was one of the most famous artists of Pop Art. At first, he was a publicist so he knew how to attract people with his creativity. He was very well known on his work but he left it and became a painter, mixing his knowledge on advertising and art.

His first work was based on the design of a can of soup from a company called Campbell's. Because of his painting, the company became so popular that actually it’s still very famous.

 

Warhol started painting on series production. He wanted that everybody was able to have at least one of his paintings so he made a considerable quantity of each one. And he also sold it cheaper because he wanted that his art wasn’t a luxury, he wanted that everyone could easily acquire it.

His two most famous and used characteristics were the repetition of images and pictures of people with vivid and fluorescent colors. Both of them have influenced on advertising, even actually.

Some of the most popular brands and companieson the world like CocaCola (drinks), Smart (cars), Ray Ban (sun glasses), Absolut Vodka (alcohol), Nars (cosmetics) or even Orbit (gum) use Warhol techniques to sell their products. It works perfectly for the brands because the colors or the pictures based on his paintings make people associate the ads instantly with Warhol art and they put all their attention on them. It makes people feel closer to the brands and have a better image of them.

Alejandra Carrasco Farró

NOT JUST PAINT

Many artists throughout history have been related to the world of music and advertising in search of an absolute work of art which is formed by the union of different disciplines. To illustrate this, we will focus on the  twentieth-century avant-garde movement.

Colour is the key (in relation to form). The eye is the hammer. The soul is the piano with its many strings. The artist is the hand that, by touching this or that key, sets the soul vibrating automatically” (Concerning the Spiritual in Art, Kandinsky).

This phrase relates abstract art to music by comparing Kandinsky's work to the process of playing a piano. The movement of a hand hitting an ivory key produces a reaction in a mallet, which in turn produces different vibrations in the piano strings. This simple action generates  numerous sensations, impulses, emotions ... they are experienced by the artist and his public. The same thing happens through the strokes an artist such as Kandinsky removes from his interior to leave embodied on the canvas.

-Sarah Rothenberg's The Blue Rider: Kandinsky and Music, Schoenberg Op. 11, No. 2-Desktop.m4v :

https://www.youtube.com/watch?v=MHeXQf6edew

When we refer to Jackson Pollock for example, the obvious fact is his unusual painting method. The dotted, drip, impulses, sensations given off ... Maybe looking at his paintings is not enough to capture everything embedded in them, but if we are aware of the role that music played for him, we can understand other aspects that would go unnoticed otherwise.

The characteristics and trends of the twentieth century avant-garde movement, including abstraction, have also been used in advertising, as we can see in the following examples.

In a mural format, mixed form and space concepts remind us of the minimalist work of Mark Rothko. On the other hand the use of colours by the technique of dripping, dripping and action painting reminds us of the work of Jackson Pollock.

Ad&Advert

Apple advertising piece

References:

     http://elexpresionismoabstractogrupo11.tumblr.com/

·         De lo espiritual en el arte, Kandinsky

·         https://www.youtube.com/

     Carla Ochoa Piñol

VINTAGE ADVERTISING

This type of advertising wastes style and glamour, by the use of color, typography, design, or its illustrations. These ads are an example to follow even today. Although they belong to the advertising of the past, nowadays they keep calling our attention.
For example this ad of Malboro (the famous band of snuff), which we associate with a glamour person.

Malboro ad.

We still like vintage ads because they have something special, and they leave a taste of retro that we love. Also we can transport to an other decade.
For these reasons many brands choose to look at the old advertising new ways to create their campaigns.

Vintage advertising is a trendsetter in many current campaigns, many modern products have been adapted to an old style design. This ad shows the products of present brands through the past advertising.







Some of these ads are created by modern designers, while others have simply been modified directly from real ads of the time of our fathers.
Jon Williamson is a known artist and famous for retrieve and create commercials with these features, on his blog http://www.jonwilliamson.com/ he publishes his valuable collection periodically.

"Keep them smiling" - Jon Williamson

 Prestigious brands such as Apple, Nokia, Starbucks...have chosen to integrate this ancient touch in their campaigns.
 

Starbucks ad.

 A curious but spectacular advertising campaign is created by Brazilian agency Moma Out for Maximedia Seminars,they shows us the purest advertising vintage style, that makes us imagine the ads had been fashionable social networks today, if we were in the seventies or eighties.

Maximedia seminars "Twitter, Facebook, Youtube and skype"

For advertisers which look at the old new forms of inspiration to create their campaigns, the german programmer Philip Lenssen has create the site "Vintage Ad Bowser" in which are collected more than one hundred twenty thousand graphs, since the end of century XVIII to the year 2000.


The current splendor in advertising of this peculiar and curious art form, is for some to enjoy a few of the old from a stylish perspective. For others it's a lifestyle that is based on classic beauty. But whatever the point of view, what it is clare is that the vintage world is a classic which never go out of style.

Ipod ad.

References:

 http://pinterest.com/betsyc87/publicidad-vintage/
 http://www.marketingdirecto.com/actualidad/marketing-directo/30-ejemplos-divertidos-de-publicidad-vintage-futurista/
 http://madrileandonos.wordpress.com/tag/publicidad-vintage/
 http://www.revistapym.com.co/destacados/publicidad-vintage-que-moda


Laura Sofí Escolán.

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

Body art

"Body Art's origin is atribuited to Bruce Naumann, who was one of the first creative in making works with his body in 1965”. This delay in taking this kind of art may be owe to Catholic tradition, because changing the body made in image and likeness of God was a sin.

It is an art based on painting the body of the artist or someone else’s making it subject and object of the artwork. This type of art, in most cases represents violence, exhibitionism, sex and the body resistance. It is influenced by Dadaism, different performances, theatre and dance.

Body art and publicity

Body Art is used by many brands to sell their products. That happens because it’s impressive to see how the product is represented by a body or by a part of it. Products and services, which make commercials using this resource, are associated more easily to human characteristics.

Its employment in publicity is based in the capacity of this type of images to affect and touch the spectator. Seeing a body painted with the artistic quality of the specialists reach attract immediately the spectator attention. People’s identification with the human body is very high.

There are brands related with human body. We can see it, for example, in a campaign of Gold’s Gym. This gym use its “work material”, understood as the body, for its publicity by transforming it in a potent machine using Body Art.

We can see how a group of persons can be a car by mixing colours and forms by adapting themselves to the form of a car that has suffered an accident.

Impact of the campaign below is based in the comparison, by using Body Art like a resource in a very creative way, of women chest, where can exist a grave problem, with preoccupations with out importance, like a zit in the face.

Hands, which are the part of the body with more mobility, always have offered a lot of possibilities in publicity. With Body Art this possibilities are multiplied. An example of it is “Grotesque Hands”, a campaign of Stadual Secretary da Saúde Brasil. 

In my opinion, Body Art is a useful way to make publicity because of the impact it has in the society. It catch people's attention easily and it's used intelligently by creatives to sell products, services and behaviours. I like this kind of art because when I see it I don't think that I'm seeing a part of a body or a complete one, I see what they want me to see.

Lara Nuviala

References:

Historia del arte. Arte Segundas Vanguardias. Recuperado de

http://artesegundasvanguardias.blogspot.com.es/p/body-art.html

El Body Art y la publicidad. La cosecha de Priapo. Recuperado de

http://lacosechadepriapo.wordpress.com/2012/12/15/1138/