A Qualitative Study of Advertising Art: Awareness and Adoption of Art in Advertisements within a Jordanian Context

Abstract

This study examines the various dimensions of the incorporation of arts in advertising from a Jordanian perspective. Conducted qualitatively, semi-structured interviews are held with a number of practitioners from the private sector. These interviews are translated and analyzed through constant comparison theory (CCT). Findings of this study suggest a congruency with the theory regarding the commonalities of art and marketing, as both are concerned in communicating a message. The employment of artists in the promotion of products and brands generate a further alignment. Furthermore, cultural observations are also generated in this study, including the local population’s preferred tendencies toward mainstream art and their evident preferences of music, images, and animation as the most used art form in marketing. Moreover, calligraphy is deemed a favored art element across various segments due to historical and cultural considerations. In the same vein, capitalizing on patriotism via local arts resonate positively with various market segments. Fine arts are correlated with upper markets and luxury brands, while mainstream art and parody-advertising are more in line with commoners. The same applies to emotional appeals that align with social and psychological utility seekers, as opposed to rational appeals that influence functional and financial utility seekers. Product-placement is considered influential but lacks consistency of adoption due to the high costs involved. Contributions to this study reveal the significance synergy that must be present between the incorporated art/artist and the brand. Findings also indicate the infusion and reference of art in a digitalized context, due to the explosive emergence of digital and social media channels. Moreover, a satisfactory level of awareness in regards to the importance of art in marketing appears to be possessed by marketing managers in Jordan. Observations further reveal a lack of systemization in approaching arts-advertising, as art endorsement tends to be random. Moreover, the findings reveal a scattered knowledge of art terminologies, which obstructs astute selection of art elements.