Abstract
Visual advertising has become common part of our daily life in the past few decades. It is not only used for commercial, political or social purposes, but also for the implementation of artistic strategies. Specific constructed artworks, exhibitions and art projects situated in a special/unconventional public spaces (context or semiosphere) are used as a tool to seek more spectators and spread different messages with critical, ironical, social connotations which leads to the deeper communication with spectators. They cannot avoid them because the messages interrupt their minds accidentally passing by the streets and so involve in the active interaction process. Art full of advertising strategies criticises the consumerist society created by advertising, and provokes the subject to take on an active position with respect to raised problems, i.e., it acts in the ideological field of contemporary/postmodern art.
Highlights
The modern-day world is inconceivable without advertising which is becoming inseparable from our lives: it is a political mechanism weapon as well as social and cultural construct, and contemporary form of visual arts that plays a role in all areas of life and has impact on all of them
Art full of advertising strategies criticises the consumerist society created by advertising, and provokes the subject to take on an active position with respect to raised problems, i.e., it acts in the ideological field of contemporary/postmodern art
Having analysed the contemporary Lithuanian art practices that fit the problem field of the topic, it may be concluded that the first prominent use of visual advertising strategies in Lithuanian contemporary art occurred in 2001 when artists’ works were displayed on advertising stands in Vilnius and Kaunas
Summary
Introduction The modern-day world is inconceivable without advertising which is becoming inseparable from our lives: it is a political mechanism weapon as well as social and cultural construct, and contemporary form of visual arts that plays a role in all areas of life and has impact on all of them. The aforementioned interactions in contemporary art have become especially strong since the beginning of the 21st century when practices started to include visual advertising strategies.
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