Visual Arts and Advertising Automatic translate

The functions of the visual arts are diverse, and the first place among them is, of course, aesthetics. A work of art is first of all an object of admiring, enjoying and admiring, that is, something that multiplies the beauty of the world.

But utilitarian functions to the visual arts are by no means alien. And one of them since ancient times is advertising - in the broad sense of the word, which also includes propaganda and PR.

The oldest works of fine art - rock paintings of primitive people - are usually considered sacred, sacred. However, their connection with magical and religious rites is by no means proven. So another point of view is quite acceptable - that many of these drawings are either self-promotion of ancient warriors and hunters, or thought-out PR of their exploits, made by the hands of talented artists of that time.

Of course, this assumption is debatable. But there is no doubt another. Since the beginning of written history, fine art - graphics, painting, sculpture - has become, in modern language, the most important PR tool for kings, pharaohs, military leaders and other powerful people. The scale of these public relations campaigns is evidenced by the gigantic Assyrian bas-reliefs carved in the rocks and the rich paintings of Egyptian temples and tombs.

Many of the fine art of those times are frank political advertising - because a colorful image of exploits and victories increases the political weight of a warrior, commander or ruler.

Since that time, all means of art have been widely used in religious propaganda. They have always been considered more effective than sacred texts, for texts are available only to the initiates, and images, statues and sculptural scenes are understandable to everyone. Even in our time, when almost everyone can read, sacred texts need complex interpretations, while icons, murals and statues make an impression on their own.

As for the usual advertising related to the promotion of goods and services, the ancient information about it is rather scarce. Some Greek and Roman data (including finds in Pompeii) suggest that fine art played a leading role here. Moreover, this role could be both direct and indirect.

For example, if everyone knew that the famous Greek sculptor sculpted the statue of Aphrodite using the famous hetero as a model, then this was a good indirect advertisement for the getter itself.

If we talk about direct advertising, then before the invention of printing, almost any sign could be made only by means of fine art.

In the early Middle Ages, many forms of art fell into decay. The greatest development during this period was achieved by architecture, but it goes beyond the scope of our topic. But in the Renaissance, many ancient traditions were revived, including the use of fine art for PR and propaganda.

Reliable information about the role of painting in the advertising of goods and services dates back to the Enlightenment. Although printing technologies already existed in the seventeenth and eighteenth centuries, they did not always meet the needs of advertising. Therefore, theatrical posters and advertisements were often performed in the art of painting, and in the windows of shops and cafes there were advertised canvases written by well-known artists.

This tradition has survived later. Suffice it to say that in Soviet times, the state of cinemas was the position of the artist who drew posters. It was cheaper than printing them in full color using the printing method. In some provincial towns, this tradition has survived to the present day.

Of course, modern printing has supplanted painting and other types of fine art from almost all areas of advertising. However, another view is possible. After all, when the designer of advertising materials for an advertising agency Vek draws on a computer, he also engages in fine art. So, a tradition with very ancient roots continues in our days.

Information provided by the advertising agency "Century" - www.ra-vek.ru