Releationship between advertising and art

Relationship between advertising and art 2006

There is a prevalent idea in the realm of art that perfection is most attainable through conciseness . Thus following this idea some may be convinced that short stories are the most unblemished form of fiction just in the same way others also can suggest that TV advertisements offer perfect distillations of the essence of drama or cinematography art . Nowadays the advertisement is more often regarded not as business but as art . In my work I am going to present some key points concerning the relations

between the art as it is conventionally understood and the most modern commercially tinted form of art - advertising . In to get clearer understanding is there any relationship between art and advertising I chose to refer to three works which provide various views on the point under consideration . These are , Art in the Age of Mass Media by John A . Walker , 1994 and the book Imagining Marketing : Art Aesthetics , and the Avant-Garde , edited by Stephen Brown and Anthony Patterson , 2000 and finally the book by Susan G . Josephson From Idolatry to Advertising : Visual Art and Contemporary Culture , 1996 . Walker in his book examines certain aspects of fine arts in the age of the mass media he draws attention to the differences between these two relatively autonomous realms , and also discusses the ways in which they interact Walker tries to find the answers to such key issues as reaction of artists to the existence of the mass media , the way mass media use the visual arts and even vice versa . In comparing art as it is presented in conventional mode and the modern use of art works with commercial aims the author comes to the conclusion that fine art did not lose its actuality and can stand up to the mass media when it is prepared to employ the same forms and methods (Walker , 167 . Furthermore he throws away the conception of art as a rival to the mass media advertising . The art and advertising while both being the creative work perform the different aesthetic and social functions . Art 's ability to reach and influence people is much less than the advertisement 's . The ideas provided by Walker help a reader to see the bilateral relations between art and advertising , he attempts to give objective picture how both realms make use of each other , and actually succeeds in that . The book targets those who feel worried about the fate of visual art in the age of mass media and aims to appease them

In contrast to Walker 's work , where the central point of concern is the lot of art in the age advertising keeps leading role in social life , the book Imagining Marketing : Art , Aesthetics , and the Avant-Garde , edited by Stephen Brown and Anthony Patterson is a collection of essays which to much extend support the idea that marketing with such tools as advertising is also an art and has much to learn from art itself . In the preface...