The graphic design advertising and the visual arts: frontiers and art appropriations by advertising

• Grant number: 10/04945-1
• Support Opportunities: Scholarships in Brazil - Master
• Start date: August 01, 2010
• End date: January 31, 2012
• Field of knowledge: Applied Social Sciences - Communications - Visual Communication
• Principal Investigator: João Batista Freitas Cardoso
• Grantee: Roberta Fernandes Esteves
• Host Institution: Pró-Reitoria de Pós-Graduação e Pesquisa. Universidade Municipal de São Caetano do Sul (USCS). São Caetano do Sul , SP, Brazil

Abstract

Considering that, in many cases, advertising professionals use visual arts as references to convey a message adding positive cultural values to the advertised product within the artistic object, the research "The graphic design advertising and the visual arts: frontiers and art appropriations by advertising" aims to observe the appropriation forms of certain visual arts references in an advertising campaign, analyzing as well, how this artistic references can be added in the advertising in an original and innovative way. The research starts from the appropriation concept elaborated by Lucia Santaella (2005.1) making a way to developing kinds of appropriation categories to help the analysis of the ads. The comprehension of the object of the study will be done analyzing the ads created for the advertising campaign of the spanish department store El Corte Inglés, that uses visual art references in their compositions. To make that analysis, it will be used concepts like the theory of Semiotics of Culture, particularly those developed by Iuri Lotman, among others. The main results of the research shows that the relation between the two systems exists for a long time and that art influences advertisement even today, making advertising professionals use appropriations of artistic images in the composition of their ads. This can be also a valuable tool to advertisement professionals during the creative process keeping in mind the importance of the knowledge of the visual arts to build a repertoire and thus bring innovations and originality in advertisement messages.