Use of art in advertising
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Transcript of Use of art in advertising
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Use of art in advertising
Prepared by Verbitskaya Natalia
Zubrilova Anna Viktorova Vasilisa
Zvonova Sofya
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Thesis
Use of art is a way to success of advertisement,
only under the condition of high professionalism and prudence of its creators.
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Reasons to use such advertising
•Improve the level of recognition of a company trough positive associations
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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.
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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
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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
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Advertisement of rat-poison «Mortein» by EURO RSGG. Original: «The Last Supper» (Leonardo da Vinci)
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Ads of Mountain Dew soft-drink by Graffiti BBDO
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Informativeness
A limited edition of exclusive collection of Coca Cola cans with fragments of paintings by Van Gogh, Cezanne, Gauguin and Rousseau.
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Recognition
AdMe.ru
McDonalds: Napoleon
McDonalds: Mona Lisa
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The brightest representative of this criterion is
politically propaganda, social
and patriotic advertizing
IDEOLOGICAL BORDERS
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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.
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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