Assignment Question
Introduction You may be familiar with the appropriation of one of the most famous works of art, the Mona Lisa. In 1919, Marcel Duchamp drew a mustache and beard on a postcard of the artwork and added a title, L.H.O.O.Q., a pun when the letters are pronounced in French. The work called into question the originality of art and how we define art. photo of the Mona Lisa with mustache and beard drawn in Marcel Duchamp, 1919, L.H.O.O.Q. (Public Domain-US) Art has been used for commercial purposes as well, taken out of its original context and repurposed to sell a product. In this discussion, we will look at the ethics involved in using art. Initial Post Review the following site for examples of art used for commercial purposes. Link (online article): Advertising Inspired by Famous Painters https://www.designer-daily.com/advertising-inspired-by-famous-painters-19619 Then, address the following parts in your initial post:: Part 1 (analysis): Select one example of an artwork used for commercial purposes (from the link provided or from your own research) and address the following: Explore the ethics of appropriating works of art for commercial purposes. Where do you stand? Is this any different than appropriating an artwork, modifying it, and relabeling as your own work (as in L.H.O.O.Q.)? Note: We are looking at the ethics (Is it right or wrong?) not necessarily the legality of the issue. There is a difference. Laws already exist. Familiarize yourself with any existing laws about copyright if you plan on addressing legal issues or changes in laws. (For example, stating that we should obtain permission to use something is already part of copyright law with the exception of works that are 70 years past the artist’s death. Also, laws vary from country to country.) The following articles may be helpful: Link (online article): A Legal Victory for ‘Appropriation Art’ Expands When Artists Can Remix Each Others’ Work https://www.theverge.com/2013/4/29/4282168/appropriation-artist-richard-prince-wins-copyright-fair-use-appeal Link (online article): The State of the “Fair Use” Defense in the Art World https://www.legalzoom.com/articles/the-state-of-the-fair-use-defense-in-the-art-world Is the commercial/ad that you selected effective in its use of the artwork? Why or why not? Consider the intent of the ad and the role of the artwork in conveying that intent. Think about why the artwork was chosen to sell this product. Be specific in your response. Does commercialization devalue art or increase its value by making it more accessible to the masses? Part 2 (creation): If you were trying to sell a product, what artwork would you use? Identify the product — be specific. Identify the artwork and explain why you chose this artwork to represent the product. Optional: Mock up an example of what your ad would look like.
Assignment Answer
Ethics of Art Appropriation for Commercial Purposes: A Critical Analysis
Introduction
The intersection of art and commerce has been a subject of debate for centuries. Artists, advertisers, and the public have grappled with questions about the ethics surrounding the use of famous artworks to promote products or services. This discussion delves into the ethical implications of appropriating renowned artworks for commercial purposes and explores the effectiveness of such advertisements. Additionally, it considers whether commercialization devalues or enhances the value of art by increasing its accessibility to the masses.
Part 1: Analysis of Art Used for Commercial Purposes
In today’s digital age, art is frequently repurposed to sell products, blurring the lines between creativity and commercialism. One example of art used for commercial purposes can be found in the online article “Advertising Inspired by Famous Painters,” which showcases various advertisements that draw inspiration from iconic artworks. Among the examples, I chose to analyze a campaign that uses Leonardo da Vinci’s “Mona Lisa” to promote a fragrance product.
The Ethics of Appropriating Works of Art for Commercial Purposes
The use of famous artworks for commercial purposes raises ethical questions about the appropriation of cultural heritage for financial gain. It challenges the notions of originality, authorship, and the sanctity of art. When a famous artwork is employed in advertising, it can be seen as an act of appropriation, as it borrows the aesthetic and cultural value of the original artwork to enhance the appeal of a product.
The ethical dilemma lies in whether it is morally acceptable to use art, often created with profound cultural or historical significance, to promote products unrelated to the artwork’s original intent. From an ethical standpoint, there is a distinction between what is legal and what is right. While copyright laws may permit certain uses of art, it does not necessarily make those uses ethically sound.
In the case of the “Mona Lisa” fragrance advertisement, the ethics of appropriating the iconic artwork for commercial gain come into question. On one hand, it can be argued that using such a famous piece of art might attract more attention to the product, potentially increasing sales. However, on the other hand, it raises concerns about the commodification of art and the reduction of a masterpiece to a marketing tool. It risks diminishing the intrinsic value of the artwork, reducing it to a mere symbol of consumerism.
Is It Different from Appropriating and Modifying Art as One’s Own Work?
The case of appropriating an artwork for commercial purposes shares some similarities with the act of modifying an artwork and relabeling it as one’s own work, as exemplified by Marcel Duchamp’s “L.H.O.O.Q.” In both instances, there is a level of reinterpretation and transformation of the original work.
However, there are also crucial differences. In Duchamp’s case, the act of modification was intended as a commentary on the nature of art itself, challenging established norms and inviting viewers to question the concept of originality. It was a subversion of traditional art, intended to provoke thought rather than sell a product. On the contrary, using famous artworks in advertising primarily seeks to promote a product, and any intellectual or artistic message may be secondary to the commercial intent.
Furthermore, appropriation for commercial purposes often involves direct financial gain, which raises ethical concerns about the exploitation of artists’ works for profit without their consent. In contrast, Duchamp’s modification of the “Mona Lisa” was a non-commercial artistic statement that did not aim to profit from the original artwork.
Effectiveness of the Selected Commercial Advertisement
The effectiveness of using an iconic artwork in a commercial advertisement depends on several factors, including the intent of the ad and the role of the artwork in conveying that intent. In the case of the “Mona Lisa” fragrance advertisement, the effectiveness can be assessed by considering its impact on the audience and the product’s marketability.
The intent of the ad appears to be twofold: to create a sense of sophistication and timelessness associated with the “Mona Lisa” and to transfer these qualities to the fragrance product. By featuring the “Mona Lisa” and aligning the product with her image, the ad seeks to suggest that using the fragrance will make the consumer feel as enigmatic and timeless as the subject of the artwork.
In terms of effectiveness, the use of the “Mona Lisa” can capture the audience’s attention due to the artwork’s fame and familiarity. Viewers are likely to recognize the iconic image immediately, which can generate interest in the ad. However, the effectiveness also depends on the target demographic. For individuals who appreciate art and its cultural significance, the use of the “Mona Lisa” may resonate positively. Conversely, those who view such use as commercial exploitation of art may have a negative reaction.
The artwork’s role in conveying the ad’s intent is clear—it serves as a symbol of sophistication and timelessness. However, the effectiveness ultimately depends on how well the ad can establish a meaningful connection between the fragrance product and the “Mona Lisa.” If the connection is perceived as superficial or forced, it may diminish the ad’s effectiveness.
Why Was the Artwork Chosen to Sell This Product?
The choice of the “Mona Lisa” to sell a fragrance product is intriguing and laden with symbolism. The “Mona Lisa” is one of the most recognized and celebrated artworks in the world, known for its enigmatic smile and timeless beauty. By associating the fragrance with this iconic image, the advertisers aim to convey a message of elegance, sophistication, and timelessness. The use of the “Mona Lisa” suggests that the fragrance is not just a scent but a piece of art in itself, capable of enhancing one’s allure and leaving a lasting impression.
Moreover, the “Mona Lisa” is gender-neutral and universally appealing, making it a suitable choice for a fragrance that seeks to attract a diverse range of consumers. The image transcends cultural boundaries and speaks to a global audience.
Overall, the choice of the “Mona Lisa” in this advertisement serves to elevate the product’s perceived value by aligning it with a universally revered masterpiece.
Commercialization: Devaluation or Increased Accessibility?
The question of whether commercialization devalues or increases the value of art is complex and can be approached from multiple perspectives.
On one hand, commercialization can be seen as a form of democratization of art. By incorporating famous artworks into advertisements, art becomes more accessible to the masses. People who may not visit museums or galleries are exposed to art in their everyday lives, fostering greater cultural awareness and appreciation.
Commercialization can also provide financial support to the art world. The licensing fees or royalties paid to artists or their estates for the use of their works in commercial settings can contribute to the preservation and promotion of art. This financial support can help fund exhibitions, restoration efforts, and art education programs.
However, commercialization can also have negative consequences. It can lead to the commodification of art, where artworks are reduced to mere commodities, valued for their marketability rather than their artistic or cultural significance. This commodification can result in a focus on profit-driven motives rather than artistic expression or creativity.
Moreover, over-commercialization can dilute the authenticity of art. When famous artworks are constantly used in advertisements, they may lose their impact and meaning, becoming mere visual clichés. This overexposure can desensitize the public to the depth and complexity of art, reducing it to a superficial image used for selling products.
In conclusion, the debate over the ethics of appropriating works of art for commercial purposes is multifaceted. It challenges us to consider the boundaries between art, commerce, and culture. While commercialization can increase the accessibility of art and provide financial support to the art world, it also raises concerns about the commodification and devaluation of art. The use of famous artworks in advertising requires a delicate balance between artistic appreciation and commercial intent.
Part 2: Creation of an Advertisement
If I were to sell a product using art, I would choose to promote a high-end, luxury watch. The artwork I would select to represent the product is Vincent van Gogh’s “Starry Night.”
The Product: Luxury Watch
The luxury watch market is characterized by its exclusivity and craftsmanship. Luxury watches are more than just timekeeping devices; they are symbols of prestige, sophistication, and timeless style. By associating the watch with “Starry Night,” I aim to convey that wearing this watch is not just about telling time; it’s about owning a piece of artistry and a timeless masterpiece.
Why “Starry Night”?
- Emotional Connection: “Starry Night” is one of Van Gogh’s most beloved and iconic works. It evokes a sense of wonder and emotional connection with the night sky. By aligning the luxury watch with this artwork, I want to tap into the emotional resonance that “Starry Night” holds for many people. Wearing the watch becomes a way to carry a piece of the night sky and Van Gogh’s artistry with you.
- Aesthetic Harmony: “Starry Night” is characterized by its swirling, vibrant, and expressive brushwork. The colors and patterns in the painting create a visually captivating experience. By incorporating elements of “Starry Night” into the watch’s design, such as a dial inspired by the swirling night sky or a strap with a texture reminiscent of Van Gogh’s brushstrokes, the watch can achieve aesthetic harmony with the artwork.
- Timelessness: “Starry Night” itself is a timeless masterpiece, appreciated by art enthusiasts across generations. By using this artwork, I emphasize the timelessness of the watch. It suggests that, like the artwork, the watch is not subject to fleeting trends but will remain a classic piece for years to come.
Optional Advertisement Mock-Up:
[Image: An image of a luxury watch with a dial inspired by Van Gogh’s “Starry Night.” The watch features a swirling night sky pattern with vibrant colors that evoke the painting’s aesthetic. The strap of the watch is made from high-quality leather with a texture reminiscent of Van Gogh’s expressive brushstrokes.]
Caption: “Timeless Elegance Meets Artistry – Introducing the [Luxury Watch Brand] Starry Night Collection. Elevate Your Style with Timeless Beauty.”
In this hypothetical advertisement, the luxury watch is presented as a piece of art itself, inspired by the iconic “Starry Night.” The use of Van Gogh’s masterpiece adds depth and cultural significance to the product, appealing to consumers who appreciate both art and craftsmanship. By creating a visual connection between the watch and the artwork, the advertisement seeks to convey a sense of timelessness and elegance associated with owning a luxury watch.
In conclusion, the ethics of using art for commercial purposes is a complex issue that requires careful consideration of the balance between artistic appreciation and commercial intent. The choice of artwork can greatly impact the effectiveness of such advertisements, and the manner in which art is used in advertising can influence how it is perceived by the public. Ultimately, the debate over the ethics of art appropriation for commercial purposes continues to evolve as society grapples with the ever-changing relationship between art and commerce.
References
- Duchamp, M. (1919). L.H.O.O.Q. [Photograph]. Public Domain-US. Retrieved from Wikimedia Commons:
- Designer Daily. (n.d.). Advertising Inspired by Famous Painters.
- The Verge. (2013, April 29). A Legal Victory for ‘Appropriation Art’ Expands When Artists Can Remix Each Others’ Work.
- LegalZoom. (n.d.). The State of the “Fair Use” Defense in the Art World.
