Art and Advertising (Art and... Series) by Joan Gibbons

By Joan Gibbons

Paintings and advertisements are usually visible as power enemies, with the single being loose from advertisement issues and the opposite based upon them. during this essentially written and wide-ranging booklet, Joan Gibbons argues really for a jointly enriching courting among the 2, displaying how artists have reached a much broader viewers via embracing the strategies and mass media of advertisements, and the way advertisements has hired matters and techniques of up to date paintings. Charting key issues of overlap and antagonism, she appears on the paintings of artists from Andy Warhol, Barbara Kruger and Victor Burgin to Sylvie Fleurie and Swetlana Heger and at landmark campaigns from Silk minimize to Benetton's surprise of truth. Exploring state-of-the-art ads from the influential paintings of David Carson to Wieden and Kennedy's Nike campaigns and the paintings and ads paintings of Tony Kaye, she additionally appears to be like on the expanding endorsement of artwork through hugely branded items equivalent to Absolut vodka, to argue that paintings and ads needn't be jointly specific phrases.

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The placing of these advertisements into an exhibition, of course, can be seen as the opposite move to that of taking art into the streets, undermining the purpose and effectiveness of the original campaigns by turning them into objects of artistic contemplation. Moreover, these campaigns clearly originated in the realm of advertising and did not in themselves play an active part in the blurring of the boundaries between art and advertising in the way that billboard and activist art did. In terms of public service campaigns, this erosion of boundaries was achieved by an AIDS-awareness campaign that was not generated by advertisers but by a number of well-established contemporary artists.

This raises questions about how far Levine’s claims that his billboards functioned as advertisements were realised. In provoking media attention and a violent response, the posters were successful in making people pay attention to the issues that they raised and prompted debate about the posters, so from this point of view they can be seen to have achieved at least some of the desired effects. 33 As far as the public responses to Levine’s posters are concerned, it seems that the problem was largely with the ambiguous nature of the wording on the posters which, intended as a comment on the absurdity of committing genocide in the name of God, could all too easily be seen as a religious slight.

Above) Collett, Dickenson Pearce & Partners, Mousehole, advertisement for Benson’s Pure Gold (1978). uk). 11. (right) M & C Saatchi, Single Cut, advertisement for Silk Cut (1984). Courtesy: M&C Saatchi. Photo: Graham Ford. Chapter 3 From Capitalist Realism to Surrealism (and back again) Art and advertising came even closer together from the late 1970s to the present through the development of signature styles in advertising campaigns. While building brand identity through the deployment of a distinctive type of imagery, several major campaigns played down the product itself and developed strategies that were alien to advertising but familiar in art.

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