E-Book Overview
Art and advertising are often seen as potential enemies, with the one being free from commercial concerns and the other dependent upon them. In this clearly written and wide-ranging book, Joan Gibbons argues rather for a mutually enriching relationship between the two, showing how artists have reached a wider audience by embracing the tactics and mass media of advertising, and how advertising has employed issues and strategies of contemporary art. Charting key points of overlap and antagonism, she looks at the work of artists from Andy Warhol, Barbara Kruger and Victor Burgin to Sylvie Fleurie and Swetlana Heger and at landmark campaigns from Silk Cut to Benetton's Shock of Reality. Exploring cutting-edge advertising from the influential work of David Carson to Wieden and Kennedy's Nike campaigns and the art and advertising work of Tony Kaye, she also looks at the increasing endorsement of art by highly branded products such as Absolut vodka, to argue that art and advertising need not be mutually exclusive terms.
E-Book Content
Art and… General Editor: Chris Townsend The first premise of the Art and… series is that art matters. By this I mean that art is not a futile game played by a few cognoscenti in a vacuum. Rather our assumption in selecting titles for the series is that contemporary art is crucial to our understanding of, and relationship to, the world in which we live. Often the first response to art, especially in the popular press, is to stress its seeming frivolity, its surface shock, rather than trying to draw out the deeper issues at stake within it. Yet art still has the capacity to challenge and to change us. Without pasting up slogans, artists have important things to say about the conditions of our times and, directly or indirectly, they have chosen to take on some of the biggest issues in the world today. In producing this series we have deliberately aligned ‘art’ and those perennial issues such as death and sex which trouble generation after generation. And we have deliberately sought out particular contemporary issues: scientific advances, advertising and celebrity. Books published in the Art and… series will be accessible, but intelligent. Serious and often difficult art need not equate to difficult writing – rather it demands clarity, and this is the second premise of the series. Above all Art and… aims to connect art back to the world. Published and forthcoming: Art and Advertising Art and Death Art and Fame Art and Home Art and Invention Art and Laughter Art and Obscenity Art and Science Art and Sex Art and Surveillance Art and War Joan Gibbons Chris Townsend Jean Wainwright Nigel Prince Jaime Stapleton Sheri Klein Kerstin Mey Siân Ede Gray Watson Denna Jones Laura Brandon Art and Advertising Joan Gibbons Published in 2005 by I.B.Tauris & Co Ltd 6 Salem Road, London W2 4BU 175 Fifth Avenue, New York NY 10010 www.ibtauris.com In the United States of America and in Canada distributed by Palgrave Macmillan, a division of St Martin’s Press 175 Fifth Avenue, New York NY 10010 Copyright © Joan Gibbons, 2005 The right of Joan Gibbons to be identified as the author of this work has been asserted by the author in accordance with the Copyright, Designs and Patents Act 1988. All rights reserved. Except for brief quotations in a review, this book, or any part thereof, may not be reproduced, stored in or introduced into a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording or otherwise, without the prior written permission of the publisher. ISBN EAN ISBN EAN 1 85043 585 5 hardback 978 1 85043 585 3 hardback 1 85043 586 3 paperback 978 1 85043 586 0 paperback A full CIP record for this book is available from the British Library A full CIP record for this book is available from the Library of Congress Library