Branding through art: the commercial value of visual and linguistic signs of art

Abstract

This study examines the appropriation of art in advertising, focusing on attempts to transfer associations from artworks, artists and styles to the advertised brand. Departing from earlier reception studies, we detail the prevailing trends in our data in terms of the strategies that enable this transfer, in order to advance the commercial exigencies of advertising. Our analysis engages with the most prominent types of association-transfers, and the consequent constructions of art. Despite the evolution of more capacious conceptualisations of art in academic disciplines, to include numerous modes of expression, this study is limited to fine art. The selection is driven by a first-level analysis of 400 advertisements, which indicated the prevalence of fine art over alternative forms. Additionally, it enables us to reflect on representations of Africa and African art that are contingent upon constructions of Africa as wilderness. Analytically, we list the linguistic and visual signs that allude to specific artworks, artists, artistic styles/periods and processes involved in art production, before examining how these serve to activate knowledge of fine arts and advance the following (broad) connotations: 1) brand X is equally sophisticated and prestigious as an artwork; 2) brand X extends boundaries through creative innovation; and 3) creating brand X requires commensurate levels of skill and devotion as art-making does.