Art & Advertising's Potential
- adsbaruch
- Oct 7, 2018
- 2 min read
Updated: Oct 8, 2018
"Advertisements," wrote Dr. Johnson in 1758, "are now so numerous that they are very negligently perused, and it is therefore become necessary to gain attention by magnificence of promises and by eloquence sometimes sublime and sometimes pathetic. Promise, large promise, is the soul of an advertisement....The trade of advertising is now so near to perfection that it is not easy to propose any improvement."
Over two centuries later, advertising has continued to manifest itself into every facet of human consumption. Christian Fuchs, leading critical theorist of communication and society, says "In economic terms, it is..inaccurate to refer to Google and Facebook as communications companies. Rather, they are two of the world's largest advertising businesses..Neither company sells communication services; what they sell is online advertising." Every year billions of dollars are spent on advertising, yet there seems to be a lack and inefficiency thereof.
Advertising has the potential of capitalising the art industry, even though the rhetoric in advertising may differ from that in art. Despite this difference, both art and advertising are influenced by cultural, social and economic forces. The growing interest of commercial advertising developers in street artists, is such an example of advertising's interest in capitalising art.
Art differs from advertising in the way that it stands by itself. Whereas for advertising to be effective, the clients's approval and a sufficient knowledge of the market must be gained before it can be successful. This raises the question of the artist's role in the creative development of an ad campaign. To what extent can the creator be free to pursue her or his artistic ambition? An ad agency may be pressured by marketers seeking creative advertising. However, creativity is solely a function of the ad agency.
Marketers may set directions in the initial brief to the agency, but it is the agency's job to build the campaign. Marketers evaluate the success of the ad campaign in terms of many factors like sales and scores. However, the agency evaluates it's creative performance through art; art that leads to sales. Merely evaluating a creative performance can decrease it. It can change the role of a creator from producing pure, high art to simply pleasing the client.This mistake must never be made and the Art Director and Creative Director must sit down with the client to explore the brand strategies that the client has in mind. Exploring the brand strategy is a slow process but the most essential one for the creative team to learn early on in the creative process.
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