Whether as subtle as a warm vignette
or as in-your-face as graffiti, advertising delivers messages
that help direct the sentiments found within human society. The animal
uses audio and visual promotion
is it art?
ranging from the loud croaks used by bullfrogs to advertise
availability, to the bogus bait the anglerfish uses to lure prey. It
then seems only natural for us to advertise perfumes as if sexual
pheromones, or to colour sale tags the blood red of fresh kill.
The application of the
artistic essentials of colour, texture and form is universal among
advertising humans and animals alike; yet if both the meaning and the
method of expression are natural, it is difficult to classify such expressions as art,
since the whole idea of creative expression is lost by design.
Advertisers spend enormous amounts
of money developing campaigns designed to prey on our sympathies, act
as our vanity mirror, or create - then express - a whole generation.
It has been suggested that advertising both leads and follows society,
offering comfort or freedom to susceptible minds.
Artists are hired to bring life to
the ideas of advertisers - ideas that usually begin as a colourless
mosaic of stats, demographics and social psychology. The artist is
part of a bridge between business and wallet, expressing a magical mix
of what both the business and the customer want to hear.
So advertising art communicates, without
necessary regard to the artist's own views; it may reflect the
sentiments of a whole society, despite tradition or propriety; and
with brushes, film, pen and paper a creation may arise that will move
people for generations to come, but is it art...?
to But Is It Art? Index