Use of art in advertising

Prepared by Verbitskaya Natalia

Zubrilova Anna Viktorova Vasilisa

Zvonova Sofya

Thesis

Use of art is a way to success of advertisement,

only under the condition of high professionalism and prudence of its creators.

Reasons to use such advertising

•Improve the level of recognition of a company trough positive associations

Reasons to use such advertising•Use of art objects in advertising has

psychological implications

•Works of art have positively influences the efficiency of advertising with the help of beneficial and mystical energy

•Use of art is not very expensive.

Problems•High risk of going over the line

•Unpredictable reaction of people

•Untouchability of art for many people

•Growing connection of advertisement with art causes negative reaction of society in increasing frequency

Compliance with ethical and moral standards •Respect to pieces of art and their creators

•Respect to the tastes of the audience

•Compliance with common ethical and moral norms

Advertisement of rat-poison «Mortein» by EURO RSGG. Original: «The Last Supper» (Leonardo da Vinci)

Ads of Mountain Dew soft-drink by Graffiti BBDO

Informativeness

A limited edition of exclusive collection of Coca Cola cans with fragments of paintings by Van Gogh, Cezanne, Gauguin and Rousseau.

Recognition

AdMe.ru

McDonalds: Napoleon

McDonalds: Mona Lisa

The brightest representative of this criterion is

politically propaganda, social

and patriotic advertizing

IDEOLOGICAL BORDERS

The attitude of consumers towards such advertising

Have you seen any works of art in advertisements?

What do you think about advertisers who use art for commercial purposes?

Name examples of the remembered advertising.

Conclusion•Reasons: improve the level of recognition of the company, not very expensive

•Problems: high risk, unpredictable reaction

•Criteria: ethical and moral issues, informativeness, recognition, ideological issues

•Questionnaire: such ad attracts attention