ADVERTISING AS ART

I know before I've posted how to be creative with advertising (see it here) but in this post let's talk about how advertising and art have been linked. Hopefully many of you watched the final episode of Mad Men this past Sunday, if not it's OK... but you should start watching Mad Men ASAP, and as viewers you would know when the advertising group (SC&P or McCann Erickson) would present their ad to their client they would really try and create a feeling sparked by the creative work. Art is just the same, art is only good if it creates a feeling within the viewer. Anyone can throw paint or charcoal at something, but if you can make someone feel something and move them with the specifics of what you did or the meaning behind it, then you've done your job and your work should be in a museum.

Advertising and Art have always had a close relationship for the obvious reason, they're both visual ways of communicating something. The beginning of that is Henri Toulouse-Lautrec and his lithograph prints and posters specifically. Even though he was a very skillful Impressionist painter, draughtsman, and artist in general his work with prints of the dancers of Moulin Rouge are what started the connection between Art and Advertising.

Throughout Art History we do see a lot more artists attempting to make the connection between Fine Art and Advertising. Another successful artist who made the connection is Andy Warhol. He started out early doing ink blot drawings of shoes and ended up creating massive collaborations. We all know of his Campbell Soup Can...

Andy Warhol, Campbell's Soup Cans, screen print, 1962 Display view at MoMA, New York

Andy Warhol, Absolut Vodka, screen print, 1986

Another artist who has combined with advertising is Norman Rockwell, like in this "Out Fishin'" Ad created for Coca Cola in the 1930s. This piece specifically creates a feeling and a world that you'd want to live in.

It's hard to tell when Art and Advertising combine which it better belongs to. They say any advertising is good advertising. Yet just a few lucky advertisers come along and create a feeling and a connection with the viewer that are memorable for many years to come. That is the connection with Fine Art and that is how you know you are a truly talented advertiser.

ADVERTISING AND THE ARTIST

Now that I have been working on selling my artwork as well as my new small business of doing charcoal portraits I have really found how important it is to have a good advertisement. (And this might have something to do with the fact that I've been watching a lot of Mad Men recently)

Advertising can be an art form, it can also just simply be a tool to attract attention. Today for some reason it appears that advertising has lost it's main beauty and has succumb to simple-minded, sexist, or shocking approaches. Now, I'm not as obsessed with reading about specific tropes as some, but I can notice one when I see one, and since they seem to be repeated often, it's getting a little redundant. Now watching Mad Men has shown me that advertising was a little more competitive as it is today or at least in the creative aspects. Today's ideas don't seem as unique or original.

Now how does this relate to artists trying to sell our work or small business? We need to be better and more creative than those mainstream and overly done ads we see all the time.

1) Find something to make you stand out and that is unique to only you. Search the internet to see who else has your ideas and how yours is different.

2) Have your design be crisp and clean. You don't need to compensate because you are what you are and some people will love it and others won't, that's just life. Plus you don't want to confuse the consumer, let your work and words speak for themselves.

3) Know who your audience is. If you have mainly older people who want to buy your work then use slogans and words that they pick up on. 

4) You are the best, act like you're the best. Don't make a cheap design, use a new and powerful one. It's like the whole "dress like you have your future/aspiring job" idea except with advertising.

5) But, don't push your ego. You may be the best, but don't put down others that are trying just as hard as you are. Like I mentioned before, they might have a different audience, people that like your work might not like theirs anyways.

6) Use your work but don't force-feed it to the viewer. Make them want more.

You are an artist, you already think differently than those around you and will be able to think out of the box. Take your time and when you have the perfect idea you will know it. You can also find a group or test your work out on friends and ask them what they think. Don't forget that critiques are always welcome. Another great idea is to look back at previous artists or advertisements that really stand out (Henri Toulouse-Lautrec, or watch an episode of Mad Men when they are creating an ad, GEICO ads are actually pretty great too). Now don't copy what they do but get inspired and get your creative juices flowing from seeing some great work.

Check out this website to see what tropes there are and what you see often: tvtropes.org

There is more to come about this subject and some great artists that can inspire your work.