아트마케팅 광고의 미술작품 활용에 대한 연구

Abstract

In this time when design is mentioned more often than technology, art marketing has been spread across design industry. Art marketing is a type of marketing through exhibitions, performance, products and other artistic activities, through which we come to feel familiar to art that felt estranged from our life. Today's customer market becomes mature and products look similar. Therefore, advertisements should pursue aesthetic emotion which meets internal values and aesthetic needs of customers rather than functions and convenience of products as well as its fundamental objective that it should be differentiated according to emotional values. Artistic products have been long used for advertisement, but there are only a few exceptional cases that the images of artistic works are represented on products and packages. As of 2008, paintings of artists are presented and even artistic illustrations are represented on water softners and boilers including home electronics for home electronics that pursued modernism emphasizing simplicity. Therefore, this study is to examine the types and cases of illustration ads limited to visual art in art marketing which actively uses artistic code for aesthetic emotion and analyse methods of the representation and common types for development of future art marketing advertisement. For the purpose, this study collected cases of commercial ads, exhibitions and product ads created based on collaboration of artists to analyse illustrations of TV commercials, products and packages. As the central element of art marketing is an image, it is inevitable to study it. Images in advertisements are involved in may things. As the representation of image using artistic work uses original work as a motive, this study categorizes images into imitation for parody, dissolution and synthesis according to composition and contents and sub-categorizes them according to themes, background, props and color images. As a result, this study found that artistic works by highly-recognized artists are embodied with image technology with a use of PPL, BPL and storytelling for TV commercials to appeal to customers. These works are building a new trend in creative advertisement through synthesis of works instead of a simple parody. For products and package, they collect common things from concept images that the image of original works and brand pursue and illustrate them according to design models. Through this attempt, when a motive of the image from a theme and visual elements in composition, forms and colors that composes an artistic work are applied for a frame of parody analysis, new representational technique can be represented through diverse media.