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