Abstract
This paper explores the relationship between Marketing and Artists and proposes that it is a relationship that is beneficial to both parties. Once there was a perception that art must be non-commercial to be considered art. This does not take into account that art must be recognized and accepted by society to attain the value and recognition [1] the artist desires. We postulate that this acceptance can be gained by exposure through marketing as well as traditional artistic avenues. Examples are given of how some of the most famous art today became famous not because of the artistry, but because of an external force unrelated to the art. We examine 4 artists – Warhol, Lautrec, Rockwell and Steinlen – who are as famous, or even more famous, due to their commercial art. Examples are given of how some of the most famous art today became famous not because of the artistry but because of an external force unrelated to the art. We examine 4 artists – Warhol, Lautrec, Rockwell and Steinlen – who are as famous, or even more famous, due to their commercial art. Would Lautrec or Steinlen ever have been heard of if not for their iconic poster ads of the late 1800’s? And while Warhol and Rockwell didn’t become famous for advertising exactly, Warhol gained fame by painting a can of soup, and Rockwell was best known for his Saturday Evening Post covers. Art and marketing are natural allies.
Highlights
The perception that art must be non-commercial to be considered art misses the point that art must be recognized and accepted by the majorities of audiences to reach a goal of eminence and admiration that creates value and recognition [1]
We postulate that the artists will gain as much esteem from a commercial or marketing connection as the marketer will from the art connection and the artist will be more readily recognized
Cutting [3] showed in the power of exposure that repetition sets a partiality for art in the mind of the viewer, but it overcomes the effect of known fondness for fine art
Summary
The perception that art must be non-commercial to be considered art misses the point that art must be recognized and accepted by the majorities of audiences to reach a goal of eminence and admiration that creates value and recognition [1]. We postulate that the artists will gain as much esteem from a commercial or marketing connection as the marketer will from the art connection and the artist will be more readily recognized. The primary result desired by commercial advertisers is broad coverage as this provides an expanded audience for their offering and the artists’ recognition. Beauty may be in the eye of the beholder but if a person is exposed to an artistic accomplishment and assured of its artistic or cultural value anything may become beautiful or more appropriately well-known
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