When art is advertising and advertising is art.

TitleWhen art is advertising and advertising is art.
Publication TypeConference Paper
Author(s)Clark, J. T.
Affiliation (1st Author)Nanyang Technological University, Singapore
Section or WGVisual Culture Working Group
DateWed 26 June
Slot CodeVISW4a
Slot Code (Keyword)VISW4a
Time of Session16:00-17:30
RoomHelix - The Gallery
Session TitleVisual Art and Visual Culture
Submission ID5379

This study seeks to investigate the relationship that has always existed between advertising and art. And to challenge the notion that “Creative without strategy is called art”, whereas “Creative with strategy is called advertising”*Beginning with an examination of the criteria by means of which any item can reasonably be declared to be a work of art, and using a broadly accepted view of what constitutes advertising, the history of art and advertising can be seen to be one and the same.The study will show how, for most of art history, works of art have been commissioned to perform a communication function. They have been created with objectives in mind and have been judged according to the success of the skills and strategies used to meet their ojectives.  Effectiveness in advertising can likewise be considered as the success of its strategy to meet clearly defined objectives. Any work of art or of advertising that lacks an objective, or fails in its strategy to reach its objective, may be dismissed as wallpaper. Even if it is perfectly beautiful it must (according to Oscar Wilde) be perfectly useless.*J. Richards, University of Texas. Source: Mario Pricken, Creative Advertising (2003) Thames & Hudson 

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