'Is That the Mona Lisa?' Art in Advertising and Its Effect on Viewer Perceptions

Autor:	Kimberly A. Maxwell
Rok vydání:	1999
Předmět:	Value (ethics) Visual Arts and Performing Arts Communication media_common.quotation_subject Target audience Advertising Art Cultural capital Education Market segmentation Perception Product (category theory) Commodity (Marxism) media_common Social status
Zdroj:	Journal of Visual Literacy. 19:99-124
ISSN:	2379-6529 1051-144X
DOI:	10.1080/23796529.1999.11674547
Popis:	Ad preferences and product perceptions were examined for advertisements containing a visual juxtaposition of the commodity with an artwork, and for comparison, a similar product’s advertisement without artwork. Art ads were divided into two categories. Serious art ads used the art in its original form, while humorous art ads contained images which were modified to enhance the ad’s message. Interviews with lower and higher cultural capital individuals (LCC/ HCC) suggested that: ( I ) knowledge and recognition of an ad’s artwork are essential for understanding its message: (2) co-option of high art in humorous ads lowers product ratings by HCC individuals: (3) art increases a product’s value for LCC individuals, by signaling that the ad’s target audience is defined by their higher income and social status; (4) art is seen as a powerful segmenting tool for age, education, income, race and social status.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::581447a74f492f287b78650191a09f3b https://doi.org/10.1080/23796529.1999.11674547 Zobrazit plný text záznamu