Possibilities of Art Appropriation in Print Advertising

Abstract

This thesis analysed possibilities that the appropriation of works of arts can offer advertisers. On the hypothesis that there is a generally positive attitude towards the arts it was trying to identify ways, by which advertisers and companies can benefit from using works of art in their advertisements. The study of advertising theories on perception, involvement, layout and image communication, as well as the historical connection of the arts and advertising, built the theoretical basis, on which suggestions on the success-ful appropriation were made. It was then further analysed how works of art are manipulated and implemented in actual advertising layouts. Three case studies of companies that used the arts in their advertising campaigns over a long-term were used to analyse how successful appropriation can be managed. It was found that the arts can be used to reach almost every target group, if implemented in the right way, al-though there are some risks associated with it. A positive attitude towards the arts, as well as its aura and creativ-ity, can draw attention towards the advertisements and evoke strong emotional stimuli. Additionally, new ways of using the arts for advertising were proposed, such as the production of actual works of art and the exhibition of advertisements in galleries and museums.