Art work/advertising

Our marketing courses about Advertising have given me the opportunity to think about the integration of art in advertising. So I start to make research about the using of famous art work in advertising. And I really started to notice that sometime in advertising, some very famous art work are use to show, illustrate, or represent a product. It’s in fact something use in french advertising, and it takes part of our everyday life even if we don’t obviously notice it.

Perrier/Arcimboldo

This advertising is for Perrier, a french sparkling water. To illustrate the product, an Arcimboldo work have been used. As Arcimboldo work, the caracter in the advertising is made of fruit, in that case of green and yellow lemon, who are part of the ingredient of this flavored Perrier, we can notice to that caracter remember to the costumer the bottle used by Perrier.

In that case, the using of art work makes able the costumer to feel like an artiste, and consider the product that he will buy as a art work. It’s a process used a lot in advertising, because it makes the costumer has a very good esteem of himself and consider the product as a masterpiece.

La laitière( Nestle)/Vermeer

http://www.ina.fr/pub/alimentation-boisson/video/PUB973827029/yaourt-nature-la-laitiere-revolution-yaourt.fr.html

This advertising is for La laitière (Nestle), a yogourt brand. The logo is a from a painting of Vermeer. The caracter is a woman who is pouring milk in a container. She’s representing the product as if she is doing the yogourt herself.

In this case, the using of  this art worked illustrates that the yogourts hav been made as in the olden times. It proves the quality of the product. Although this painting the costumer can feel that the yogourts La laitière are made with tradition and authenticity.

What I like especially in this advertising is that it’s about the french revolution. And it’s like an humoristique advertising because La Laitière stops the Revolution because of her yogourt. So it makes the costumer think about “What would happened if it would be like that?”

So as I can understand know about art work used for advertising, is that it’s a real plus factor for brands. It’s use to make the costumer  being that the product he wants to by is very good, because it’s represented through culture. And make him think he is important and proud of himself because he recognized the cultural reference. So finally I think that it could be very dangerous, because art would become a excuse for consommation.

On more thing, it’s not in the subject but I just want to put it as a wink relative to my subject. It’s the representation of woman by art in the Desparate Houswivesintroduction.

 

Laboem.