THE USE OF ART IN ADVERTISEMENTS AND FILM

THE ROLE OF ART IN MODERN SOCIETY BY ROBERTA

HAAS

From advertisements for laundry soap to full scale feature films, art has been used to communicate feelings and thoughts to help sell products or set a tone for a film.

A magazine advertisement for laundry soap.

Advertisement companies need to play on emotions of the audience to increase sales. Because art , in all it’s mediums, conveys feelings and emotions to all people, it is used for this purpose. Once an audience is reached the advertisers have communicated a thought or planted a seed.

A famous cola advertise-ment.

The types of art that is used in advertisements is not always paintings, sculptures, or photographs; often music is the form of art used to communicate a feeling or emotion. Music and art are universal languages.

T-Mobile Fender guitar phone. This ad has music by famous guitarist Eric Clapton. He is also featured in the advertisement.

Some advertisers need to garner patriotism either for a certain cause or a candidate for political office. The United States flag and the Statue of Liberty are popular pieces of art that are used to help bring out these emotions.

These two pictures will produce feelings of patriotism or great dislike depending on where you live.

In theatrical films, art is used to communicate and elicit feelings to help a movie seem real. Filmmakers often make use of art in great scale. From huge cathedrals to small paintings and statues, all is used to sell the feeling that is wanted.

A movie such as “The DiVinci Code” was one such film. It used classical architecture to set a tone in the search for the “holy grail” that was being sought throughout the film.

The Mona Lisa Roslyn Chapel

The Last Supper

In addition to theatrical films, historic and documentary type films use art pieces from certain eras as evidence to support their theories. From prehistoric times, to the Egyptians, to modern day abstract art, these pieces of artwork tell stories of man that can communicate ideas across centuries of time.

ancient pottery

Pablo Picasso’s self portrait

The pyramids of Giza

From ads to promote sales, even the selling of a candidate for office, to movies that set a tone and atmosphere, art is a driving force of these genres.

When you think of a teacher in a classroom who is teaching a lesson and he looks around the classroom and he can see that the students aren’t understanding his spoken words, often the first thing the teacher will do is reach for a piece of chalk to draw an example on the blackboard. This is art. Art will always be a huge avenue of teaching and communicating ideas and feelings. Spoken language has barriers that art can transcend whether it be pictures, paintings, sculptures, drawings, architecture, or music.

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