The document discusses the use of art in advertising. It notes that art can be successfully used in advertising if done professionally and prudently. It provides reasons for using art such as improving brand recognition and the positive psychological impact. However, it also notes problems like unpredictability and offending audiences. The document concludes that while art in advertising can boost recognition if done ethically, there are risks to consider.

1. Use of art in
advertising
Prepared by Verbitskaya Natalia
Zubrilova Anna
Viktorova Vasilisa
Zvonova Sofya

2. Thesis
Use of art is a way to success of
advertisement, only under the
condition of high
professionalism and prudence
of its creators.

3. Reasons to use such advertising
• Improve the level of recognition of a company
trough positive associations

4. Reasons to use such advertising
• Use of art objects in advertising has
psychological implications
• Works of art have positively influences the
efficiency of advertising with the help of
beneficial and mystical energy
• Use of art is not very expensive.

5. Problems
• High risk of going
over the line
• Unpredictable
reaction of people
• Untouchability of art
for many people
• Growing connection
of advertisement with
art causes negative
reaction of society in
increasing frequency

6. Compliance with ethical and moral
standards
• Respect to pieces of
art and their creators
• Respect to the tastes
of the audience
• Compliance with
common ethical and
moral norms

7. Advertisement of rat-poison
«Mortein» by EURO RSGG.
Original: «The Last Supper»
(Leonardo da Vinci)

8. Ads of Mountain Dew soft-drink by Graffiti BBDO

9. Informativeness
A limited edition
of exclusive
collection of Coca
Cola cans with
fragments of
paintings by Van
Gogh, Cezanne,
Gauguin and
Rousseau.

10. Recognition
AdMe.ru
McDonalds: Napoleon
McDonalds: Mona
Lisa

11. The brightest
representative of this
criterion is politically
propaganda, social and
patriotic advertizing

12. The attitude of consumers towards
such advertising
 Have you seen any works of art in
advertisements?
 What do you think about
advertisers who use art for
commercial purposes?
 Name examples of the
remembered advertising.

13. Conclusion
• Reasons: improve the level of recognition
of the company, not very expensive
• Problems: high risk, unpredictable
reaction
• Criteria: ethical and moral issues,
informativeness, recognition, ideological
issues
• Questionnaire: such ad attracts attention