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Art as a marketing tool
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In 1927 Depero created his famous bolted book. There was an interesting sequence of black and white creatures, often with slogans displayed at the Biennale in Monza that year.
In 1931 Depero wrote the Campari Futurist Single Edition, a theoretical and critical monograph of advertising, which highlighted new initiatives for the creation of products of art connected with advertising needs. The communication style was changed into something new: it advertised not the product directly but proposed a need for it.
1.1 The main principles of advertising
The value of advertising as a theoretical method for differentiating products and services is high.
Advertising itself has two main functions: information and incentive. The first is about conveying the necessary information about a particular product to consumers. The second one is to affect the buyer and thereby cause him to purchase this product. It turns out that the advertisement must meet certain guidelines.
1. Objectives. Advertising is designed to focus the consumer's attention to a particular form of the goods. But it should only contain the essence of the product that company seeks to convey to the masses.
2. Targeting. Certain advertising aims to motivate a separate group of people - potential buyers of these products. For example, chocolate advertising is designed to attract the fans of this product.
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1.2 Development of advertising
In the twentieth century, advertising started to flourish. A significant role in this process belongs to the United States.
A new wave of scientific discoveries that entailed the introduction of radio and television, the creation of various vaccines, demonstrated a significant improvement in the quality of life through science.
November 2, 1920, in Pittsburgh, Pennsylvania, the first audio ads appeared on the radio. Almost immediately it was noted that the effectiveness of advertising exposure depends on the rating of the program, during which the ad is broadcasted.
Television has become the most popular advertising medium at once. Initially, consumers had a suspicious attitude to this innovation. Nevertheless, by the end of the 1950s, television has become one of the main channels for advertising.
In the twentieth century, advertising specialists began to apply scientific methods in their activities.
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1.3. What are the iconic advertising campaigns and why is that so?
The twenty-first century forever changed the ways of brands communication with their audiences. To survive and succeed in the advertising business, the companies should be the most technologically advanced, smart and fast ones [10].
Let’s look at the most famous campaigns with the biggest cultural impact on humanity in its history.
1) Brand: Volkswagen
Slogan: «Think small», 1959
Agent: Doyle Dane Bernbach (pic.1 - Appendices 1)
William Bernbach is a legendary figure of the American advertising market. He has really changed the world. For many years Volkswagen Group has been selling its "Beetle" with varying success. It was a revolutionary new product positioning.
By the end of the 50s, there was a fashion for "Detroit cars" - certainly a long, low, white car with clanking wheels. "Beetle" did not fit in this fashion: he was short, small and ugly.
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2.1.1. Image of Campari in the early 20th century
Campari is a world renowned Italian bitter with a characteristic ruby-red color. It has won huge popularity thanks to the special aroma of herbs, the composition of which is strictly protected, and a green orange peel (bitter orange). This bitter has become a classic aperitif and is perfect in cocktails (pic. 5 - Appendices 1).
In 1860 in the city of Novara young Gaspar Campari invented a new liqueur called Rosa Campari, a tincture with herbs, aromatic plants and fruit in the alcohol and water [20].
In 1900 with the opening of more and more new restaurants and increase of their amount the popularity of Campari was spreading rapidly. Aperitif, as had previously been used to stimulate the appetite, performed a social function.
At the beginning of the 20th century, Campari was launching its first advertising project: a calendar with the works of the artist Cesare Tallone.
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2.1.2. Development of Futurism in Italy
Futurism is an avant-garde art (the 1910s - early 1920s), manifested in Italy (home of Futurism) and Russia. Futurists were also in other European countries - Germany, Britain, France and Poland. Futurism declared itself in literature, painting, sculpture, to a lesser degree, in music.
Happy birthday of Futurism is considered to be February 20, 1909, when the Paris newspaper «Le Figaro» published T.F. Marinetti’s Manifesto of Futurism. The manifesto was addressed to the young Italian art workers [17].
A group of young artists from Milan, and then in other cities immediately responded to the Marinetti’s call. In all his works, both theoretical and art Marinetti, like his companions, denied not only art but also the ethical values of the past.
Futurists declared obsolete compassion, respect for the human person, romantic love.
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2.1.3. The influence of Italian Futurism on advertising, analysis of Campari advertising campaign based on Futurism
The creative union of the artist Fortunato Depero and Campari began in 1924. In 1926 the artist exhibited his famous Squisito al Selz at the Venice Biennale, dedicated to Davide Campari. This work represents Depero’s ideals, that as stated in The Manifesto of Futurism, denied art as idealistic aesthetics, claiming that the work of art is not pure, selfless or spiritual, but utilitarian and ideological. Collaboration ended in 1937 with the organization of the competition for the Campari billboard on the Trade Union Biennale of Art in Trento. The meeting between Campari and Depero Fortunato, considered as one of the greatest exponents of the Futurist art, is a real case study in communication.
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2.2. Examples of advertising that are inspired by art movements and iconic art pieces
Artists can rarely imagine what will happen to their work once they make it public. Will it be popular or not? Will people understand it or appreciate it? Hard to tell. Even harder to tell is whether the work will inspire others. The ads presented in this collection have been inspired by popular paintings, making the artworks a little more popular every time [9].
1. Salvatore Dali
The surrealistic painter had created some ads himself, but not only. His style was also often copied in advertising.
Lipton decided to borrow the idea with Dali’s famous melted watches and created melted Lipton labels (pic. 9 - Appendices 1). Volkswagen used the visual style, distorted people and objects, to advertise its cars.
Russian brand Hi-Fi Audio’s advertising copying Dali’s Madonna of Port Lligat.
2.
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Conclusion
The main purpose of advertising is to sell a product. This general goal, advertising is also used by the modern companies for certain specific objectives.
Art attracts the attention of the audience to a company or product, build loyalty with a specific audience, helps distinguish a product from its imitations.
Ads design is of vital importance for companies. Agencies advertise their products attracting audience’s attention to the brand with extraordinary ideas and thus increase the sales.
These ads receive a positive response from customers as the subtle and exquisite works of art that are known to everyone turn into advertising space.
As far as we can see this design receives a widespread response from clients. Media highlights all the upcoming news in this sphere and fans are interested in this as there are a lot of comments and opinions on the Internet and in the real life.
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Bibliography
1. Arnason, H. H. Mansfield, E. C. (2012), History of Modern Art, London: Pearson, 832 p.
2. Bradley, N. (2013), Marketing Research: Tools and Techniques, UK: OUP Oxford, 552 p.
3. Brierley, S. (1995), The advertising handbook, New York: Routledge, 304 p.
4. Chen, A. (2014), Campari is a Champion of Modern Art and Aperitifs, [Online], available at:
5. Cheong, R. (2014), The Best Commercials That Use Famous Works of Art, [Online], available at:
6. Chisnall, P.M. (2004), Marketing Research, London: McGraw-Hill, 496 p.
7. Corke, A. (1985), Effective advertising and PR, Sydney: Pan books, 122 p.
8. Cotler, P., Fernando, T. B. (2010), Lateral marketing: new techniques for finding breakthrough ideas, M.: Alpina Publishers, 206 p.
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17. Schapiro, M. (2011), Modern Art: 19th and 20th Centuries: Selected Papers, New York: George Braziller Inc., 278 p.
18. Shrimp, T.A. (2002), Advertising, promotion and supplemental aspects of integrated marketing communications, US: South-Western, 704 p.
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