Use of works of art in advertising

Advertising is undoubtedly one of the most important intermediate points on the way of a product from producer to consumer. Advertising sphere of activity today is very much in demand, because the truth that advertising is the engine of progress, and in our case - trade, although smelling of mothballs, but still does not give up its position.

Today, almost everything is advertised, from milk to pregnancy tests. Advertising has entered our daily lives like a leech, if, of course, such a comparison can be applied. After all, leeches are useful living creatures, and there are still debates about the usefulness of advertising. It is already impossible to imagine a world without bigboards, commercials, slogans and other advertising tricks to promote certain products. Given that every day the demand for it is only growing, there is a constant need to find new ways to the consciousness of man.

Day in and day out, something new comes along. If we recall a standard commercial that was running on television about eight to ten years ago, it will become clear what we are talking about. Previously, a banal picture and the voice of the announcer was quite enough to draw the attention of the population to a certain advertising product. And that was the main task of advertising at that time. About the various undercurrents, in particular, the psychological impact and so on, then we did not talk about. There was no concept of hidden advertising. When the hero of your favorite movie in the frame smokes a cigarette exactly brand “X”.

Today, there are many people working on every grain of sand in the huge tornado called the advertising industry. All of them are specialists in their business and try to do everything to make sure that you and I did not pass by the product or service advertised by them.

So, gradually, music, choreography, and art began to join the standard message about the advertised product. In television commercials began to shoot famous people, trying at their expense to increase people’s confidence in a particular product or service. Thus, advertising itself has become a kind of synthetic art form. It unites and combines many different areas and spheres of human activity.

Why today advertising is developing so quickly and comprehensively? Why can advertise a certain brand as a polar bear, and a picture of a famous artist? It’s very simple. One of the main tasks of advertising is to first create sympathy and then trust of a person. For example, if you are madly in love with cats, have the warmest feelings for them, then subconsciously penetrate trust in the product, which is drawn on the poster next to your favorite animal. If you are a fan of Vlad Yama, then, choosing drinking water in the store, your hand will reach for the bottle you saw on TV in his hand. This is such a rather simple mechanism of influence on human subconsciousness successfully used by advertisers on a daily basis.

But this is not the only way. There are many such findings in this business and they, like the threads of a spider’s web, are woven into an advertising network, in which the direct consumer is caught.

The use of art objects in advertising also has some psychological connotation, which is difficult for a mere mortal to grasp. The fact is that antiques, ever-popular classical music, which has long been the standard of the musical world - all this in the subconscious of people fixed as something reliable and high quality. After all, agree, the music of Bach or Glinka, paintings by Aivazovsky, a statue of Venus of Milos is already an indisputable brand, which for centuries defended the right to be a masterpiece. Therefore, these objects of art have a special effect on people. And the product, which will certainly shine in the glory of such a world masterpiece, automatically acquires common features with him. On people such advertising makes a greater impression. Imagine a musician or a person with at least a little knowledge of music, who sits near the TV and quietly waits until the commercials will be replaced by a program or a movie. And then he hears a familiar, or maybe one of his favorite tunes, in a cookie commercial. There is no doubt that this man will pay attention to it. Surely, he will try to remember from which work the music is taken, who is the composer. And, of course, will certainly remember this particular advertisement. Which is what the interested parties need.

It is still possible to go a little deeper into the world of intangible things and imagine that works of art have a certain beneficial energy, because they have been accumulating positive emotions of people for centuries. Accordingly, they share this energy with advertising products. And this also has a positive impact on the effectiveness of advertising, in which they are involved. Moreover, the presence of something mystical in the paintings of famous artists is proven by the reviews of many people who were lucky enough to contemplate live canvas “Mona Lisa” brush Leonardo da Vincze, “Black Square” Malevich or other world masterpieces.

But if you dig deeper, approaching the material aspect, then very clearly becomes visible another facet of the gem, which is the most tempting for companies that order advertising of their products. As already mentioned, advertising is an expensive thing. According to unofficial data, successful brands spend about half of their profits on it. And still, in the end, get many times more. But not everyone can afford such a waste. This is where the search begins for something that can be saved on, but so that the quality did not suffer. Works of art come in very handy. After all, if you use classical music, it removes a number of problems. You do not need to look for a composer, pay him a fee, wait until he writes a suitable track. There is also no need to engage performers, again to pay for recording in the studio and much more. Thus, you save money and nerves, and the produced advertising product does not suffer from this. And if you add psychological and mystical aspects, the picture is very good.

So, having understood the reasons for the use of works of art in advertising, it becomes clear that this process is just another little trick of the world of advertising business, which not only allows you to save money, but also has a positive impact on the quality of the commercial, poster and other things. Since time does not stand still, everything is developing and changing, it is quite possible that soon there will be something new, more original and interesting. We’ll live - we’ll see.