Art began with the beginning of humanity. Through art, human beings are able to convey messages regarding their capability to develop a supportive link to their surrounding, which could be fellow humans. Art assists humans to transform nature to become more favorable to their life. Art therefore is a tool that is necessary for the survival of human beings. It has facilitated man’s evolution from the past to the present. It has also been used to express messages of social and political class, faith and traditions. Art is something that looks attractive, fascinating or thrilling. These characteristics make art interesting hence becoming the best way for conveying messages since people will tend to pay attention to things that will make them relax their minds. Art depends mainly on the use of illustrations to express ideas. The artist ensures that the viewer understands the message by simply looking at the illustration. The brain of the viewer is set to cope with the mood portrayed by the art. It may be an image portraying a holy place, a dirge which is a sign of sorrow or a painting to portray cheerful events. Aesthetically, it is not that art is confused for advertisement, but it is because it is necessary in all aspects of advertising. Without art, advertising can not achieve the desired goals.
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The importance of promoting the brand name is taken more seriously by many multinational companies than the real production of goods. The diversity of products from these multinational companies calls for continuous and earnest marketing of the brand name so that it acquires a strong base through informing consumers about their products. Third world countries have changed their orientation to artistic advertising in order to compete effectively with the strong multinational companies. (Naomi Klein 2000 pp. 44-46).
According to Bart Rosier (2008), “Art is a historical blueprint of human vision and imagination.” It is an imaginative attempt which integrates many characteristics of the human being. It is a sign of intelligence and the ability to combine several resources to come up with a resourceful image which is intended to be educative, informative and forewarning of impending dangers. Art is used to express differences in various cultures of the world, and the changes that occur with time. It is mostly a symbol of its cultural setting hence there is immense effect of culture established in the art environment. According to Megan Backhouse (2000), “There are many different definitions that explain art to be a study, practice and or observation whether it be in relation to scientific arts or the art of thinking.” Many artists use it as a means to present people with a design in relation to the prevailing circumstances, which may possibly not be clear if it was only said without art. Art connects the artistic mind and the minds of the viewer. It therefore deliberately generates poignant communication between the artiste and the spectators.
Art is an external way of putting in to view an artist’s imagination and feelings. It portrays the unseen ability of the artist. It is the process of developing complex ideas and feelings in to an easy and understandable form. In a comprehensive way, art is an articulate means of demonstrating the imaginative and creative prowess of the artiste, which arouses the sensation, attitude, judgment and the opinion of the spectators, who eventually adapt the concept in the art. An example of such is the various art work found on religious places depicting supremacy of supernatural beings. Humans tend to respect such places because of the imaginative ability and creativity of the artist. There has been an increasing variety of artistic works since early 1990s. These have been developed from the already existing art works. This has led to the advancement in artistic advertising which has seen many businesses develop strong markets (Bourriaud Nicolas 2005 pp. 29-32). Aesthetics can be described simply as the foundation of beauty. It entails the scenery and significance of the arts as well as the reactions to natural things that are referred to as beautiful or ugly.
While trying to describe the beauty or ugliness of a particular object, trouble arises due to the indistinctness in application of the two terms. They are normally too prejudiced in their implication to separate the objects effectively into those objects that demonstrate them, and the ones that do not. Nearly everything can be regarded as beautiful by somebody or from a certain judgment; and diverse people usually have a different opinion towards the beauty or ugliness of a particular object. The motivation for people to discover the aesthetic value of a certain object in nature could be common for the items that are regarded as beautiful by the majority. Advertisers make use of this motivation to capture the attention of people in order to persuade them to purchase their commodity through the use of artistic expressions, which imply that consumers can only get the satisfaction that they need through the use of the advertised commodities. Good physical appearance of an object captivates people towards liking it.
Aesthetic representations are normally referred to as magnificent or simply beautiful by the people. The expressions “beautiful” and “ugly” are not the only appropriate words that can be used to describe and criticize art or while explaining an object which appeals to human beings. To express what is important in a poem, the readers or listeners may use expressions such as satirical, heartbreaking, communicative, impartial, and pleasant. Beautiful work of art may be regarded in different ways depending on its implications to the human being. The works could imply cheerfulness, depression, fear e. t. c. These are clearly not with the sole purpose aesthetic expressions, since they have many other uses. However, they have artistic experiences. Opinions concerning physical beauty in humans are mainly attached to the symmetry of the observable features. The capability of artistic advertisements to attract customers is a factor of the beauty of the illustrations. Uniformity and the ability to bring out a clear meaning in advertisements tend to ease the communication between the producer and the customers (Collins Jackson 2008 pp.57-61). Despite the fact that aesthetics refer mostly to beauty, it is to a large extent an idea of art. Wholesome aesthetic ideas are concerted on the philosophy of art, by means of cautious analysis of varying characteristics of art such as the importance of aesthetic familiarity and the diversity of aesthetic approaches and existence of meaning.
There are two key features of what makes up aesthetics; these are the imaginative and representational characteristics of art. Aesthetics usually deals with the scenery of all objects that are beautiful and can as well possess a purposeful approach or a prejudiced one. The earlier approach puts emphasis on the inherence of beauty in a particular thing as well as conclusions concerning it. The purposeful approach normally has objective dependability while the subsequent approach maintains that determination of beauty through giving pleasure to the observer, thereby varying from one person to the other. Art is currently the core of advertisements. The advert has to possess unique beauty in order to coerce the observers to pay attention to its meaning. Uninteresting illustrations usually do not attract the attention of people and therefore can not be effective in advertisement. Many poets and theorists assert that beauty is dependent on a personal point of view and that it lies in the eyes of the beholder. They tend to assume that beauty could be anything conveys satisfaction to the mind and heart. On the other hand, the scientific theory asserts that beauty is a combination of various properties such as thought, special connectivity, proportion as well as artistic standards and the like.
Beautiful objects are the ones that are pleasing to the eye. This has made modern advertising to incorporate artistic expressions in order to develop an aesthetic value that is appealing to the consumers of various products in the market. Most advertisement managers believe that the aspect of beauty is a characteristic of decency and an outcome of good health, vigor, good quality and information (Alan Feldman. 2008 pp. 43-45). The use of slogans is an artistic way of advertisement. They should be a statements depicting merit concerning a particular product or service. The slogan should be pleasant to the years of the listeners due to its incessant repetition in advertisement. It should be worth remembrance by the listeners with a structure and phrases that are easy to remember. Its main purpose is to implant a message concerning the brand in the minds of the consumers. This ensures that any time they purchase the product, its value is clear to them and therefore they do it without doubt of its usefulness and utility. In order for the advert to possess these superior qualities that are important in persuading the customers to buy, its aesthetic appeal is of utmost importance. Modern adverts have an artistic background that ensures that they are appealing to the observers. Since art is simply the use of objects to generate a representative sensory image which leads people to react to it, it is usually used in advertisements to cause a positive reaction in its observers or listeners.
All advertisements in the modern day are artistic in nature. Almost everybody participates in this art of advertising. Advertisements come in form of beautiful colors that work up the minds of people to react towards the aesthetic representations which include songs and slogans. Everybody tends to believe that the representations are true in their meaning. The excitement usually leads to people buying more of the product regardless of the quality. Those products that are not advertised are regarded as inferior and therefore producers tend to invest in aesthetics for advertisement in order for them to compete effectively. Human beings enjoy art and are clientele of art. The creativity of an artist such as an image, a carving, slogans or a section of music aims at passing some information to the observer or the listeners. The artist tends to communicate through it the same way he could communicate to individuals, but in much smaller numbers over a certain period of time. Artistic representation on posters, print media and other types of media is used by producers to reach many people over a short period of time. The advertisements use a combination of many different things to come up with an appealing representation that passes the desired information to the observers (Collins, Jackson 2008 pp.67-69).
Aesthetics and art in advertisement
The view of aesthetics whereby the troubles of aesthetics are present for the most part because humanity consists of a particular class of things toward which people act in response selectively and which they express in aesthetic terms is common in the modern world. Consequently, the subsistence of such a thing makes up the most important observable fact; artistic practice should therefore be illustrated according to these facts as well as the determination of the significance of aesthetic concepts. The common class of adverts singled out as leading creative objects is those that comprise works of art. This understanding portrays that there is minimal distinction linking aesthetics and the use of art in advertising. Without art, advertising can not generate the desired results.
Much of modern aesthetics is usually concentrates on artistic problems. This makes it somehow standard to be considered entirely in the course of the study of art. Somebody who measured art as no more than just a demonstration of aesthetic significance may suppose that the first apprehension of aesthetics is to learn about the things of aesthetic practice and account and to discover within them the true distinctive facial appearance of the aesthetic sphere. Unless the realm of aesthetic things is constrained, it turns out to be exceedingly complicated to uphold the fact that they have something important in general ahead of the fact of stimulating a related interest. There appears to be no more credible way of confining the realm of aesthetic things than through the theory of art.
The expression “aesthetic object” is indistinct, and may imply two different plans of theoretical aesthetics depending on its understanding. It may designate both the deliberate and the material things of aesthetic practice. This means that the response of people towards a certain object is dependent on the understanding of the particular object regardless of whether it is mistaken. The object becomes the material entity of his reaction, while the understanding delineates the deliberate object. Art as well as the foundations that uphold it, are inconsistent and possibly not essential characteristics of the human condition. At the same time as distinct art forms as poems, legends, song, plays, images, carvings, and structural design, are classified together the nature of doing so is as much as the significance of idealistic theory as its foundation. The true meaning is realized when the work of art conveys a certain message to the observer or listener and therefore a variety of artistic expressions have to be used in different forms of advertisement in order to persuade consumers to purchase products. Aesthetically, art is significant in helping to bring the necessary attractiveness on the objects to catch the attention of many people.
In advertisement, manufacturers tend to concentrate not only to the similarity between the art structures but also to their diversity. This is done with the understanding that nearly everything can be observed from a particular point of view as good-looking. All together, the experience of humans to exquisiteness significantly is dependent upon understanding of the thing which looks beautiful. It is ridiculous to assume that an advert could present people with a certain item that may be a stone, a carving, a small package, a produce, or a creature, and anticipate them to tell if it is beautiful prior to understanding what it is. Similarly, facial appearances that have aesthetic value in a particular advertisement may not be beautiful in another work of advertisement, where a design of purpose gives the impression of governing people’s opinions. In each case, the discernment of the beauty in advertisements requires producers to be aware of the distinguishing nature of each artistic form and to ensure that every form of advertisement targets the desired audience. It is therefore difficult to separate works of art with advertisement.
Still devoid of taking an extreme position, it is not easy to acknowledge the fact that that the easily broken and traditionally resolute impression of art can bear the heaviness of a complete aesthetic premise. The aesthetic appreciation by humans in art deliberates upon the specific manifestation. This is what upholds their attention as well as giving advertisements their uniqueness. Due to the fact that artistic advertisements concentrate on the sensitivity of humans and their ability to appreciate the aesthetic values, the work of art in advertisement is for all intents and purposes concrete, to be implicit by observation to a certain extent than by mere thought. All together, the understanding of humans towards the work of art is partially rational; they tend to seek out in it a theoretical substance that is presented to them in the appearance of a thought. The most significant principle of importance to interpretation is to give further details about this thought in a distinct form. This involves giving the corresponding substance of the work of art in a particular form in order to achieve meaning. Advertisements tend to follow this principle in order to achieve the desired output. Advertisers ensure that they avoid criticism since it is difficult to be successful. This is because in artistic work, separating the essence from the particular structure eliminates its uniqueness. The object presented thereby stops to be the precise substance of the particular work of art. In losing the uniqueness, the work of art loses its aesthetic authenticity; it consequently stops to be a motivation for venturing in the specific work of art that was initially attractive, thereby hampering the achievement of the goal of advertisement.
Advertising is one of the earliest forms of passing information to the public. In business, advertisement and is an important tool in an organization’s marketing for its manufactured goods. Advertising means to let somebody know. It is the movement of information about a particular product or service from the manufacturer to the consumer. Nevertheless, marketing and advertising does not stop with the movement of product information only. The manufacturer has to take further steps to manipulate and convince people to take a preferred action such as organizing the purchase of products. Competition in the product market has turned out to be extremely high with a new products being presented nearly on a daily basis. Every manufacturer tries to be innovative in order to cope with the emergence of new products in the market thereby heightening competition. In order to survive in the highly competitive market, producers employ artistic advertisements in order to persuade their customers to purchase more of their goods as well as informing them about their recent brands. Failure to do so, consumers can not be aware of the emergence of new and better products and therefore will tend to shift to the producers who provide them with information.
Basically bringing customers up to date about the emergence of new product by itself is insufficient in product promotion and marketing. Advertisers target the potential customers in a manner that forms an affirmative impact on the consumers thereby creating brand appreciation. In order to attract prospective customers, firms ensure that advertising operations generate an optimistic feeling in the customers about the brand. This consequently generates the need for them to purchase the products and ensure that they continue using the products. Traditionally, advertisements were done orally. However, recent developments have led to the use of aesthetics in advertisement. Due to rising competition, the producers tend to ensure the maximum use of aesthetics that are appealing to consumers. The work of art is largely being used in advertisements and manufacturers are going to the extent of hiring the services of professional artists who are capable of producing the best representations of their products. This has seen the development of art in modern day.
In America, modern artists are pursuing new artistic styles. These include forms that are a sign of time, atmosphere, and the artistic perceptions that are exclusively American. These have been incorporated in the advertising field. Many organizations and artists are currently appreciating the significance of an aesthetic approach in marketing of products and services. Despite the fact that art has been in use for advertising over a long period of time, there is an emergence of sophisticated from a new group of artists who have the capacity to promote modern products through their skills enabling them to garner mass acceptance. Advertising has drawn closer to be referred to as art. It also gives the impression that art, in the present day, is tending to get elaborately intertwined in advertising. From the time when print advertising began, profit-making art has been made use of for marketing products. Companies are currently persuading established fine artists to consent to their works of art to be used in advertisement for marketing products. These companies have turned the world of art and advertising mixed up. Consequently, the public has changed in their understanding of art, advertising and product marketing. The fusion of art and advertising materialized this way and it does not seem as is there is a possibility to change from this current trend.
Art has a natural relationship with advertising since art is a human being’s expression of concepts regarding the normal life. Proper advertising links a merchandise or services straightforwardly to an apparent necessity or certain requirements. It conveys the necessary information that is needed, in order for people to understand what they are not sure of in order for them to evaluate and make the correct judgment about using a particular product. Advertisement takes the human expression of art rendering it to a group of people thereby increasing the acceptance of products to consumers. On the other hand, there occurs times when artistic methods are used in the wrong manner in a bid to increase product sales. The significance of using art in advertising is usually to offer quality information to prospective buyers of products. Aesthetically, art is connected to the mind of people due to the fact that human beings tend to like beauty or objects that are appealing to the eyes.
Using art for advertising usually succeeds because of the aesthetic value. This is because art catches the human eye or some time the work of art such as songs and poetry catches the ear, making people to think about the product. These can also assist in increasing their memory concerning the name of the product as well as its use and availability in the market. This is of utmost importance in marketing and product promotion since there are usually many products in a competitive market and all compete for the same buyers trying as much as possible to convince the people about the uniqueness of their products. Consumers need information that they can easily remember in order for them to keep informed. The most appealing advertisements are easily remembered (Collins, Jackson 2008 pp.44-46).
The most important role of advertising and brand promotion is to try and generate consciousness and appreciation of products and services in order to build confidence in the customers. Art comes in handy in this case because the consumers have to be approached in a way such that they first like the products and then try it in place of what they were using initially. This happens because in most cases, new brands do not appear in the market as pioneers, but as advancement in what already existed. They normally come as an upgrade to the existing ones and also as a tool for the businesses to cope with competition within the market system. Use of art in advertisement means creativity in all aspects of advertising. For any business to stay a step ahead of others in the market, it has to be creative in order to generate the desired uniqueness in products. The more a business promotes its products in a unique manner, the more the chances of customers are attracted to them. Secondly, it is very important for advertisers to ensure that customers see exactly what they desire to see. Since human beings need aesthetics for fun and satisfaction which are usually provided by fine art, it is usually used to keep them informed about the developments in branding.
It is important to ensure that the advertisement takes the form that is closely associated with the product in the market. Any time the object appears, there happens to be a common knowledge in all the prospective customers such that the image that registers in their mind directs them towards purchasing the product, regardless of whether it is not expensive, long-lasting, reliable, etc. This is the inherent value of marketing and branding which is normally difficult to establish. Art tends to generate the practice of establishing relationships within the products that are offered in the market. It tends to shape the perception of the consumers so that they relate every work of art to certain commodities that they associate with what is visible in the work of art. It does not necessarily mean that the customers did have a chance to taste the brand before, but what they see in form of illustrations and hearing makes them believe that it is necessary that they acquire the brand with a common believe that they are going to get satisfied. It is their perception that leads them to believe that what registered in their mind is actually true.
Art is binding when it comes to changing or developing new brands to replace the ones that had already been advertised through it. After establishing a strong market base through the use of various aspects of art, it is usually hard for advertisers to change their theme to new ones that suit the new brands.
It calls for strong measures to ensure that the minds of the consumers change their orientation. This is the fundamental of the complexity that prevails in the advertising field. Art has to be advanced in order to assist in changing the original orientation. It therefore happens that without it, advancement in product promotion and marketing can not be achieved. In this case, art in advertising forms a powerful tool for product promotion and marketing. In order to form a sound marketing and promotion strategy, advertisers deliberate in research in order to establish the most appropriate artistic styles to use in advertising. They usually carry out surveys on works of art that have initially been used successfully in order to develop new ones from them. It therefore happens that most of the advertisements are formed from works that existed before. This advancement ensures that the work of art advances over and over again to form the complexity that exists in the modern advertisements. All these endeavors pursue the realization of the most powerful marketing strategy that can give an organization an upper hand above all other competing organizations. The more an organization invests in the work of art in advertising, the more it is able to fetch a mass of consumers. The ability to focus on the consumer expectations as well as identifying the work of art that best suits them is important in strengthening the market base of a business.
The advertisement by artists Peter Fischli and David Weiss in the movie “the way things go” is one creative and fascinating work of art. The movie is mesmerizing in a way such that it is hard for anyone who watches it to forget the way the objects move in an undisturbed sequence. The objects that are used are just normal objects, but the way they set motion on each other is what is actually interesting. A bag containing garbage rotates and unwinds the supporting cord from which it is suspended, making it move downwards toward the ground. Eventually it gets in to contact with a tire placed below it. In turn, the tire starts moving and rolls along a sloping surface and hits a plank which in turn accelerates it further by giving it an additional thrust. This sets off a stepladder to stumble until it trips again causing an additional effect which culminates in the spilling over of a flammable foam which until, ultimately, some sort of inflammable fluff goes up in smoke as it spills out on a tray thereby going up in smoke. More and more of these tires are set rolling and many things are set in motion as more and more of them go up in smoke while others explode. This is a perfect work of art that any one who views is left wondering what if something came up and disrupts the chain. Its ability to catch the attention of viewers’ minds makes it suitable for an excellent advert. If it were to be used for advertisement of tires, any time that a person thinks of purchasing a tire it would influence his decision since it is an episode that is unforgettable (Peter Fischli and David Weiss 1979).
In another thrilling work of art in the Honda advert, a tire is set rolling an inclined plane and moves while hitting other objects on its way. It moves without stopping until eventually it rolls up to where the Honda materializes. It is another mesmerizing episode in form of a movie that catches the attention of viewers who have the least chance of forgetting. Again the rolling of tires without obstruction along the course makes one wonder what would happen were there to appear a barrier along the way to obstruct it from reaching its destination. More over, there is no human being who controls the movement of these objects, thereby making it even more interesting. Such work of art is suitable for advertisement because in the first place it is interesting and customers can not forget easily. It can be used to instill in the customers a sense of yearning to acquire a particular commodity in order to be associated with the exciting episode. The artistic work seems to work against the law of gravity, there by creating suspense in the minds of the observer (Rob Steiner 2003).
Art is used in modern advertising to persuade consumers to buy commodities in many ways. However, some of the messages that are conveyed by these advertisements are unnatural in a way. One such advert is like the one that Selfridges & Co uses to advertise their products. There is one advertisement that has a bold message on it “Buy me and I will change your life”. This is an interesting piece of art. A passerby wonders whether it is the advert that changes the life of the buyer. Such kind of advertisement makes a casual observer to try and search further for that thing that is portrayed by the advert as to possessing the capacity of changing ones’ life. It leaves the reader with suspense, wondering what kind of change such a commodity can bring. The artistic expression instills a sense of yearning to acquire the product (Geoffrey Morgan 2004 pp. 36-39).
Artistic work is also used to develop advertisements that instill self esteem and confidence. Customers tend to prefer purchasing products that make them feel great. Such products are able to sell fast in a competitive business environment. In the works of Barbara Kruger, the viewer is overcome by the seduction thereby tending to feel great for doing a particular thing or in adverts the feeling of self esteem because of purchasing certain commodities. One expression which states that “I shop therefore I am” tends to make shoppers feel great for purchasing particular products. This creativity in advertisement targets the social disposition of humans, manipulating it in order to acquire the desired results in business. Shoppers feel that they are doing their shopping in a conscious manner and therefore the fears of unnecessary spending are eliminated. The advert tends to create a feeling in the customers that the brands that they purchase define who they are. It creates a feeling of prestige while buying particular brands. Kruger’s artistic works are unswerving and bring to mind an instantaneous response.
Luxury products are the major commodities that turn to artistic advertising. Advertisers mainly use renowned actors to assist them sell their brand. These faces of these actors are normally used to entice customers. The super-duper lavish brands are developing artistic and inventive advertising to enable them compete in a heavily contested in which almost all commodities are widely available to every person. Creativity in advertising reputable brands is generating the most electrifying adverts in the modern times. Artistic advertisements in the luxury market are reciprocally engrossed (Charlie Chapman 2007 pp. 23-25).
The work of art in advertising is all aimed towards implementing a clever prediction and estimation on the response of consumers to particular commodities, and establishment of the most successful approach for bring in such a commodity in a competitive market. In advertising and brand promotion, everything needs to be worked out with focus since nothing is accredited to effortless achievement of destiny or an immediate, extraordinary accomplishment. The whole lot comes as a result of hard work. This is the reason why in the modern day advertising, managers make use of the best group of extremely artistic human resources to conceptualize and make certain that particular commodities succeed in the market through artistic advertisement and promotion. In order to measure the impact of advertising and branding, the work of art makes it easy through showing some art associated with the business organization to the customers and document their comments. These include illustrations, symbols, paint mixtures, a sample or a label. These can be shown to a number of clients to test if they can positively identify the commodity depicted in them. The advertiser is able to measure the level of success from the response he gets from the customers.
Prominent artists began combining well-known items of importance, like impersonator painting, with unimportant domestic commodities. This later developed in to the contemporary artistic practices. Consumers turned out to be more proverbial with the modern technique of using portions of significant culture to append admired reputation to ordinary commodities. This made advertisement personnel to shift their center of attention in general. This formed the beginning of the current fusion between art and advertising. The beauty of commodities in the market is appreciated in the current day because of the artistic aspect incorporated in advertising. This was boosted by advertisement through magazines which usually contain fancy representations of commodities in the market. In print advertisement, the readers are intrigued by illustrations that are usually targeted to ensure that they get the best materials that they themselves would like to read. The advertisers use aesthetics in the most appropriate manner to capture the attention of the readers and manipulate their thoughts to believe in the usefulness of the products (Geoffrey Morgan 2004 pp. 41-44).
The print advertisements normally tend to precisely hit their target such as the sports magazines that mainly target the people who are usually active in sports and the family magazines that mainly target mothers. The careful selection of issues and illustrations makes them marketable to their targets. They use art to develop advertisement techniques such as slogans that capture the attention of their target instantly. A catchphrase found in a parent’s magazine such as “seven ways to prevent breast cancer” accompanied by “available while stocks last” will instantly send mothers taking the slightest chance to acquire the magazine before it runs out of stock. Another example is a magazine targeting those who actively participate in sports. A catchphrase such as “the solution to muscle cramps is here” will catch the attention of athletes greatly. All these are artistic expressions that manipulate the thoughts of the reader who strive to acquire the commodity even though it may not contain the perfect solutions to the problems as it is portrayed on the advert.
Artistic patterns are commonly used in modern advertising and are significant tools that assist consumers to narrow their thoughts down and place them into groups that they can identify with. These patterns are essential in helping the consumers to accumulate information in large amounts without necessarily having to learn over and over again. Patterns that are used universally are significant in advertisement since they make it easy to convey information to large groups of people with only a few of them. Language patterns are examples of patterns that are used universally. The use of slogans, poems, catchphrases movies and plays are important in advertisement. They have taken the center stage in modern advertisement. However, there are certain patterns that originate from individual experiences. These too are important in communicating ideas to consumers. For an advertiser to pass a message to a group of people with varying orientation in consumption, he takes the most appropriate category of advertisements for effective communication of ideas (Charlie Chapman 2007 pp. 43-45).
The way consumers perceive the information passed to them determines the success of an advert. Perception is an individual’s conception about the information provided. Consumers are able to classify their perception and this relies on the experience that they have acquired with time. This happens because of the fact that artistic adverts have been and continue to advance with the emergence of new products in the market. Once consumers classify their perception, it becomes a reflection pattern. If they happen to trust a certain commodity, they tend to believe that it is perfect and can not be comparable to any other item in the market. All items that are of this kind may end up being put in the same category, and this is actually what makes proper advertisements an asset to the business organization. It means that once an organization establishes a strong marketing base from basic advertisement, it usually uses it as a stand point for all the other advertising ventures. Consumers tend not to judge the products according to quality but rather tend to judge them from their conception. Patterns are normally developed depending on perception although in other times perception develops depending on the orientation of patterns. The work of artists is to ensure that a balance exists between the two phenomena while the purpose remains focused. They tend to design patterns according to the desires and the orientation of the audience. Most of the times the artist tends to develop patterns that influence the reader’s decision rather than the readers influencing advertisement patterns. Art therefore plays a central role in ensuring that it plays an influential role in persuading the consumers to take what is offered to them. With this understanding, modern advertisers tend to use art as a tool for manipulating customers (John Burton 2001 pp. 51-54).
In some cases, art tends to produce certain outcomes that do not fit in the real world. However, people tend to like and admire such things as if they would be happier to be unnatural. There are certain patterns that are fascinating in such a way that every one wishes to view them. An advert demonstrating an individual acquiring the power to fly after taking a certain drink or a child gaining the ability to talk after being given an energizing drink are all works of art that play a great role in advertisement. The case of the child creates a perception in mothers that makes them believe that once they purchase the commodity for their children, they will be capable of learning how to speak faster than without it. For a weak person, the most appropriate commodity would be that drink that makes them powerful and that which will make them regain their strength. It is therefore not easy to separate the art of work from advertisement. Color is an essential feature in advertising. It should be captivating and interesting. This is because the human eyes like to see pleasant colors. The art of colors is therefore an important asset in advertising. The knowledge of how these colors influence the observer is very important for successful advertising. This is because the perception of consumers is mostly dependent on the sense of seeing (Kimberly A. Selber 2008 pp. 38-41).
Art has made people to purchase products that are not always the best for them but mainly because they are presented in the most favorable manner to them. Readers or observers of art usually discard anything else far from what they are sure will give them maximum satisfaction. This is mainly the reason why consumers tend to purchase the most advertised goods since they have the information about their significance. They like artistic advertisements because of their informative nature. Purchasing a particular product is mainly triggered by the lack of that product in the time of need. Advertisement ensures that information reaches the consumers and informs them on where to get the desired commodity whenever they need it. Adverts are important in the sense that they may be an eye opener to the consumers who could never have known whether a certain commodity existed. As a matter of fact, advertisement is an art itself. There could be no advertisement without art. It is probably the reason why there is increased fusion of art with advertisement in the current day. Those manufacturers who prefer to use old fashioned methods of advertising usually are faced with a hard time because as technology advances, art also advances and producers are able to market their goods in a modernized way, thereby capturing the attention of a pool of the targeted customers in a very short time. The art of advertising has been made global through multinational and international companies that have facilitated its spread worldwide. Developing countries have found it an important tool in achieving their economic goals (Howard Purma 1999 pp. 71-73) .
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