Cult 205 culture and advertisement

-Explore the influences of high art on low art (advertising) via Dadaism and the Pop Art movement

- Discuss how the development of the media has affected the stream of advertising

-Discuss pros and cons of advertising

Pg. 4-11

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  Define the key semiotic, artistic, sociological and cultural dimensions of advertising
  
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  Explain the beginnings of the culture of advertising
  
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  Distinguish the similarities and differences between art and advertising
  
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  Understand the influences of high art on advertising
  
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  Compare and contrast fine art and advertising/low art
  

-Learn the history of fine art advertising

-Analyze examples of fine art appropriation in advertising

-Discuss various approaches to using fine art in advertising

Chandler, Daniel (1997): Semiotics for Beginners [WWW document]

Hoffman, Barry. (2003). The Fine Art of Advertising. Stewart,Tabori and Chang.

Chap. 1

Pg. 12-26

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  Conduct basic semiotic analysis of advertisements
  
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  Interpret and analyze various layers of meaning in advertising
  
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  Understand the concept of class lust and its relation to social status and advertising
  
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  Understand how advertisers have used „fine art“ to sell their products and how advertising has influenced „high art“
  

-Analyze examples of adverts in which fine art works are mocked and made fun of

-Compare traditional and non-traditional (ironic) adverts

Pg. 26-38

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  Critically analyze the use of irony, parody and satire in advertising
  

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  Compare and contrast traditional vs. non-traditional advertising strategies
  
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  Understand the use of mythological and artistic elements in sport advertising
  

The use of fine art images in advertising. Fine art nudes vs. the taboo of nakedness. Purposes and approaches in using nudity in advertising. Nudity in fashion campaigns. Provocation and entertainment. Nude images from high art as a visual euphemism. Fine art vs. the vulgarity of nakedness. Botticelli and the modern Venus. Michelangelo's David as the epitome of male sensuality. Nudity as a tool for creating a sense of intimacy and privacy in advertising.

-Analyze examples of fine art nudes in the history of advertising

Pg. 39-54

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  Distinguish and compare the use of nudity vs. fine art nudes in advertising
  
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  Understand how art transforms forbidden bodies into socially acceptable selling objects
  

-Analyze examples of adverts in which the Mona Lisa appears

-View TV commercials featuring the Mona Lisa and discuss today’s perception of the Renaissance ideal of female beauty

P. 54-68

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  Examine the ways in which the iconic Mona Lisa appears in media and advertising
  
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  Analyze the effect of the pop art movement
  

The influence of the surrealist art movement of advertising. Salvador Dali, Max Ernst, René Magritte and Joan Miró. The artists’ commercial work in fashion photography, advertising and film.

-Discuss the influence of surrealist commercial art on modern advertising

Pg. 68-82

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  Recognize the influence of surrealist commercial art on contemporary advertising
  
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  Understand surrealist tactics of juxtaposition and distortion, motivated by the belief that the actual world is more vivid when perceived through the lens of the unconscious
  

Patrons of art and advertising. Walter Paepcke, packaging design and the Container Corporation of America. The famous CCA advertising campaign featuring Bauhaus designers. Paul Klee, Wassily Kandinsky, Walter Gropius, Josef Albers, Laszlo Mogoly-Nagy.

-Discuss how the CCA campaign became a benchmark of some of the best contemporary graphic design

-View and discuss examples of Bauhaus packaging and advertising design

Pg. 83-96

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  Critically examine the basic Bauhaus notion that in the industrial society form follows function and understand how this notion has influenced contemporary advertising
  

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  Understand how great artists, such as Willem de Kooning, Henry Moore, Joseph Cornell, Renee Magritte, Jacob Lawrence and James Rosenquist, have combined high art and advertising in a new way
  

Pop art as the synthesis of art and advertising. The American movement and commercial art. Andy Warhol and the Factory. Roy Lichenstein, Robert Rauschenberg, Jasper Johns and Richard Hamilton. Consumerism and the American dream.

- View, analyze and compare examples of famous works of pop art and discuss the ways in which pop artists influenced modern advertising

-Discuss ways in which pop art made fun of high culture and museums in order to give us new ways of understanding the world by giving us new ways to see it

Pg. 97-110

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  Understand pop art’s visual and conceptual language
  

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  Analyze contemporary advertising within the scope of consumer culture
  

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  Understand pop art’s representation of the consumer class in an ironic, materialistic and self-critical way
  

Liquor advertising and high art. The iconic Absolut Vodka advertising campaign and identity marketing. Cultural advocacy, advertising’s powerful tool.

-Analyze the iconic Absolut Vodka campaign and discuss examples of famous artists’ design for the brand

-Compare how liquor advertising has evolved through the ages

Pg. 111-124

Greenberg’s “universal culture”. Avant-garde and “art junk”. Mass culture, American consumerism and kitsch. Tracey Emin, Damien Hirst, Jeff Koons, Hans Haacke, Barbara Kruger. The post-pop generation.

-Discuss the art in tradition of the “age of mechanical reproduction” and its influence on modern advertising

Pg. 125-142

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  Understand the concepts of consumer culture, commercial art and kitsch
  
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  Critically examine the modern history of art and advertising