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Advertising in the world of art

Advertising in the world of art

Advertising in the world of art


Thr s dstnct cnnctn btwn rt nd dvrtsng. Thr r thr mjr vsul rts, sculptur, pntng, nd rchtctur. f ths thr rts, vry ffctv dvrtsng s md pssbl by sculptur nd pntng. frml dfntn f rt s Fr wrk f rt s th dfntn n cmprhnsbl frm f ssntl truth s th rtst bcms wr f t n xprnc. rltnshp rss btwn wrk f rt nd th bsrvr tht s cmplx, ntngbl, nd undmnstrbl nd vrs grtly wth ch bsrvr. Th buty tht rsults frm btnng cmplt undrstndng f wrk f rt s drvd frm th sns f nrchmnt, f grtr brdth nd dpth n th lf f th bsrvr whn h rlzs ths buty s lstng nd vtl cntrbutn t hs lf. Th rtst must brng ut tw fctrs n ny wrk f rt, nmly bjctv fcts f th subjct whch th rtsts ttmpts t brng ut n hs nlyss nd th synthss f th rsults f tht nlyss. phtgrph s dstnct frm rt. t s rcrd, ssntlly mrrr mg, f th fcts f pprnc nd cntns lttl f ny f th tmlss nd chrctrstc qulty ncssry f wrk f rt, f ths fcts r t bcm sgnfcnt.

Thr r thr rbtrry, but dstnct grups f rtsts wrkng tdy: fn rtsts, cmmrcl rtsts, nd llustrtrs. Th dffrnc btwn rtsts s dtrmnd by th ntndd udnc. Th fn rtst prducs sngl pc f rt, whch s dsplyd n shwngs, gllrs, nd musums, nd xpcts hs udnc t cm t hm. Th cmmrcl rtst gs ftr n udnc numbrng n th mllns, by prducng nxpnsv prntd rprductns. nthr dffrnc s tht fn rt vrtully nvr ncrprts wrttn mssg whrs cmmrcl rt vrtully lwys ncluds n. Th llustrtr prducs pcturs, drwngs, nd llustrtns undr suprvsn f n ntrmdry n th cmmrcl rt fld.

dvrtsng cn b clld cntrlld, dntfbl prsusn utlzng mns f mss cmmunctns. Prfssr Mx Wls tld hs clsss n dvrtsng t th Unvrsty f rgn: ftn dvrtsrs chs t prmt prduct bnfts tht r psychlgcl, mtnl, vn slly. T xpln ths bnfts n wrds prvs mbrrssng. r rdculus. S dvrtsrs xpln thm ndrctly-thrugh rt. Th rt drctr, thn, rthr thn th cpywrtr, wrts th d. Wls cts th mny ds shwng prducts bng njyd n luxurus r ntrgung sttngs. Th purps f dvrtsng s t brng tgthr ll f th vrus lmnts nt n r t chv n ntrctn tht wll cmmunct mssg wthn gvn cntxt. Th mssg my b cnvyd nd vn mnpultd by crfully jugglng th vsul lmnts. Ths lmnts r ssntlly wrds, phtgrphs, llustrtns, nd grphc mgs, cmbnd wth cntrllng frc f blck, wht, nd clr.

Th purpss f dvrtsmnts r: (1) t ttrct ttntn t tslf; (2) t nlst th vwrs ntrst; (3) t shw th vwr mns f stsfyng wnt r nd thrugh purchs f th prduct r srvc. f th dvrtsng dvcts n d, th d s dsgnd t crt n ffnty fr tht d; (4) t cnvnc th vwr t buy th prduct, srvc, r d; (5) t shw th vwr hw nd whr t buy th prduct r srvc r t tk sm spcfc curs f ctn. t s rdly pprnt tht th bst wy t prmt n dvrtsmnt s t crfully crft n rt wrk t crry th mssg t th ntndd udnc.

TV cmmrcls must vrcm tw mjr hndcps, n bng th hstlty th udnc hrbrs fr ths knd f dvrtsng, nd th thr bng th xcss numbr f cmmrcls prvlnt n ny gvn tm prd. Thr r thr mjr ctgrs f cmmrcls: (1) th stry; (2) th slc-f-lf cmmrcl; nd (3) th tstmnl. Th prmtrs usd t vlut th cmmrcl r bsd n th fllwng: (1) wht kng f prsns s th cmmrcl?; (2) d thy undrstnd t?; (3) d thy rmmbr t?; (4) ds t ltr thr pnn f th prduct?; (5) wll thy buy th prduct?. Ths r prmtrs tht th cmmrcl rtst must dhr t whn h dsgns cmmrcl. ny typ f dvrtsmnt, whthr f th prntd mdum r th lctrnc mdum, rqurs rtsts wth gd blts t dsgn ntllgnt mtrl s tht n ntndd udnc cn b nducd t ct n sm mnnr.

Pstrs cnvyng vsul mssg, hv bn usd fr svrl thusnd yrs. Hnc, pstrs r rlly nthr dvrtsng md. Th Hmmurb lw cd s n f th rlst pstrs knwn n hstry. t ws nscrbd n drt stl, ght ft n lngth ( grnt rck), nd cntnd twnty-n hrzntl clumns bv whch pprd bs-rlf f Kng Hmmurb nd th Sun Gd wh dlvrd t hm th lws f th Kngdm. Ths rlst pstr s dtd smwhr btwn 2067 nd 2025 BC.

n rly nntnth cntury nglnd, lmst ll pctrl pstrs wr f th lttrprss-nly knd. whch ld t dffcults wth sm f th lltrt Lndn bll-stckrs wh tndd t stck th pstrs upsd dwn. brkwy frm th nn-pctrl pstr ws ld by th Ryl cdmcns, mmbrs f th Pr-Rphrlt ctr, th St. Jhns Wd Clqu. n 1871, Frdrck Wlkr dsgnd pwrful pstr fr Wlk Cllns Wmn n Wht, stg dpttn t th lympc Thtr. ngrvd n wd by W. H. Hpr, t shwd hvly drpd wmn wth hr fngr t hr lps pnng dr n t strry nght- gd dvc fr drwng th y nt th pstr nd fr hldng t thr by mystry nd suspns. Wlkr s qutd s syng m mprssd n dng ll cn wth frst ttmpt t wht cnsdr mght dvlp nt mst mprtnt brnch f rt. Wlkrs frnd Hnry Stck Mrks, bst knwn fr hs pntngs f bdrggld strks, dsgnd Mnks Shvng s pstr fr Prs Sp. t ws mst unfrtunt tht dvrtsrs gv t th rthr npprprt cptn: hv fund (t) mtchlss fr th hnds nd cmplxn. lthugh th pctur s dmnnt, th pstr shws n cncptn f th prduct nd th mssg s lst. n ffctv pstr nds clrty f bth th pctur nd prntd mssg t b succssful. Th jvl dnr-ut, th mn f knwng plt, my pss by th mr pdntc pstr, but my gthr whr h shll fnd Brdux wthut stnt, r Chmpgn r rr lquurs.

But t s nt fr nthng tht w lv n th g f dvrtsng, nd undr th rgn f th d cptndum. Crfty publshrs sd bk culd b ts wn dvrtsr. t sprtd th mst brllnt clrs lk muntbnk n prd; t md ts bd frm th wndw f th bkshp nd thrw dust n th ys f th crdulus pssrby. But hvn frbd tht shuld sy nythng drgtry f dvrtsng, whch s ncssty f ur dy nd th vry sul f busnss, spclly n bksllng. t s stblshd tht dsr fr dvrtsng vrrds rtstc ntntn n rfrnc t th llustrtn f bk-cvrs. n fct, th mr nsgnfcnt nd cmmnplc th bk, th ludr ws th cvr. Th vgu f th llustrtd cvr ws strtd but 1885 by tru rtst, ntd s n f th mst rgnl nd subtl f hs tm, Juls Ch¾rt. Ch¾rt ws lrdy knwn fr hs suprb pstrs, whch wr grly sught ftr by cllctrs, nd drnd lmst vry pntrs nd sculptrs stud. Juls Lvy, wh knw Ch¾rt wll, ws th frst t ppl t th grt rtst t dsgn n rnmntl dsgn fr th cvr f bks h publshd. Th pstr mn durng th lttr prt f th nntnth cntury furnshd mtrl fr sm rch nd curus cllctns, whch gnrtd whl brnch f cmmrc nd ndustry. Prvusly, nly fw pstrs by . Dlcrx, Nntul, Dumr, Gvrn, Hnr Mnnr, nd Mnt, md up th ntr brnch f ths rt. Ch¾rts rrvl n th rt scn gnrtd n ntrly nw ndustry. H prducd hundrds f pstrs tht wr n hgh dmnd, nd vry pntr ws mbtus t bcm Ch¾rt-but nn lct mnbus.

Frm 1880 t 1900, th pstr ws trnsfrmd frm vulgr dsfgurmnt f th strts nt n rt frm nd vn cllctrs pry: t dd f nght, th rl fntcs wuld stl ut wth dmp spngs t tk th cvtd Chért r Lutrc ff th wlls. Th pstr ls ctd s crrrs f tht strng dcrtv dss, rt Nuvu. Bfr th 1880s, pstrs hd bn mdld n, r nly slghtly dptd frm th cdmc pntng; nw th pntrs bgn t tk thr cu frm th pstrsts

Mx Brbhm md cyncl bsrvtn n th 1930s tht w nd nthr wr-t brng ut th bst n ur rtsts nd t kll f th wrst f thm. n f th bst wrtm pstrsts, shly Hvndr wrt ftr Wrld Wr tht th wr xpndd th pprtunts fr th rtst n mny wys, vn thugh th mphss shftd wy frm dvrtsng cmmrcl prducts s th wr prgrssd. Th mjrty f ffcl pstrs wr mdrn vvd dsgns f lmst ll th cmbtnt cuntrs xcpt Jpn. Jpns rt dsgn n mltry pstrs ws pdstrn cmprd t th vnt-grd rt dsplyd n Jpns pstrs f th lt nntnth cntury. Pstr thms f Wrld Wr wr dsgnd t ttrct rcruts, but th mss cnscrptns n Wrld Wr shftd th thms t ptrtc bss. Frm th nd f Wrld Wr untl th rly 1960s n unsy skrmsh nd cmprms dvlpd btwn phtgrphy nd grphcs n th pstr. Th Swss schl f dsgnrs bgn usng phtgrphy wdly n pstrs n th 1930s. Th mvmnt twrd phtgrphc pstrs ws ntnsfd by th cmpttn f tlvsn whch brught mgs f prducts rght nt th hm wth cnvncng rlsm. Tdy, mst mdrn pstrs r mss prducd but stll rqur th wrk f rtsts t cnvy mssg.

Th mgzn cvr hs bn dsgnd wth mgntn nd buty by mny f th mst clbrtd rtsts n th wrld. Sm f ths wth ntrntnl rputtns r: Hnr Mtss, Pbl Pcss, Hnr d Tulus-Lutrc, Slvdr Dl, nd ndy Wrhl. Fr vrus rsns, whn th cus ws rght r th mgzn butful nugh, rtsts f hgh clbr prducd mgnfcnt lthgrphs, phtgrphs, l pntngs, chrcl nd wtr clr drwngs spclly fr th mgzn cvr. Wth th mrgnc f th nw, mdrn mgzn t th nd f th nntnth cntury, rtstc llustrtn n dvrtsng cm f g. Lgns f rtsts, dvrs n snsblts, btnd wrk llustrtng fr prdcls. Sm f ths rtsts wr frmr sl pntrs wh wntd t ntrduc th rt Nuvu t mss udnc. thr rtsts wr prmrly ntrstd n xprmntng wth th nw md f th mgzn, whch culd rprduc rt phtgrphclly nd ls prnt n clr. nlyzng th wrk f mgzn cvr rtsts frm wd vrty f cuntrs, rtstc prsusns, nd mny rs, ylds frsh prspctv f th rt vr th pst 150 yrs. Bfr th md-1920s lttl dffrnc xstd btwn fn nd cmmrcl rt. rtsts rund th turn f th cntury sw rt s rt nd dd nt s t s lss grnd just bcus t ws rprducd fr mgzn (s sm wuld supps tdy). Rthr, cvr wrk nhncd thr rputtns bcus mr ppl bcm wr f thr wrk. Mgzn cvrs hv bn n mprtnt cntrbutn t ur culturl wrnss nd hstrcl undrstndng, prsntng vsul rcrd f humn ds nd scl mvmnts s wll s sgnfcnt hstrcl mmnts. Mgzns rgnd fr but cntury s th prmry vsul rcrd f vrydy lf untl dsplcd by tlvsn n th 1950s. n fct, mgzns rcrdd th xctmnt crtd by thr mjr nvntns f th lst cntury-th bcycl, th utmbl, nd th rpln. Tdy, ur prmry vsul mdum s prbbly tlvsn, wth bth gd nd rlly hrrbl dvrtsmnts

Ths rprt hs shwn tht sm f th rlst dvrtsng mplyng rt ws th Hmmurb lw cd ngrvd n grnt rck pprxmtly fur thusnd yrs g. Snc tht tm dvrtsng rt hs bn mplyd n pstrs, bk cvrs, nd mgzns wth th xprssd purps f prmtng prduct r d. Tdy, much f th dvrtsng w r xpsd t s frm th lctrnc mdum, mnly tlvsn. Sm f th tlvsn cmmrcls r rtfully dn, but lrgr pr cnt f thm r qut prly dn. rcnt tlvsn cmmrcl shwng tw suppsdly Grmn ngnrs drvng Prsch utmbl crss mrc. Durng ths sjurn, th tw Grmn ngnrs cqur trsurs frm vrus rgns n th Untd Stts. Ths dvrtsmnt cnvys vvd vsul mssg mplyng rt. Th vwr s ld t blv tht h cn dscvr th gd lf by smply buyng Prsch.

Ths dvrtsmnts tht w r dly xpsd t n bth th prnt mdum nd th lctrnc mdum us rtsts t shw th vsul mssg clrly. n rt, bjcts r rprsntd n trms f n mpld ln t ncurg us t s smlrty btwn bjcts tht r qut dffrnt. Th tr, th tll buldng, th clumn, r th stndng fgur bcm cnnctd n ur mnd by vrtu f thr vrtclty. Ths r rt tchnqus tht r usd dly n dvrtsmnts t ttrct ur ttntn. dvrtsng s rlly n rt n tslf, snc ch f us prcvs rlty n slghtly dffrnt mnnr, sm mr s thn thrs. s phlsphr nc bsrvd, Thrs n such thng s rlty, nly ur prcptn f t: Ths mns tht ch f us wll ntrprt rt n dvrtsng n ur wn unqu wy dpndnt upn ur prtculr systm f blfs f rlty.


BBLGRPHY

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Nw Yrk, Nw Yrk, 1987

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Publshr, Nw Yrk, Nw Yrk

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Nw Yrk, Nw Yrk, 1973

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Bks, Cncnnt, h, 1987