Arte e publicidade na contemporaneidade: convergências

Abstract

This research aims to understand the processes of convergence between art and advertising its insert and contribute in different ways to the artistic field. In this contemporary time, one sees an active process of confluences and cultural and communicational hybrids due to increasingly latent exposure of the mass media and new technologies. There has been a notable advance in the art use of insertion strategies and dissemination of its content in the media, showing up, sometimes as promotion strategy, sometimes as critical to such means. For analysis and development of this study, we turn to artists whose works comprise characteristics that lead to border washout, allowing us to see there where the convergence between art and advertising are these days, much of the exploration point of view of language and space ownership advertising. This study is based on the works of the following artists, Antoni Muntadas, Felix Gonzalez-Torres, Jeff Koons, Vik Muniz, Barbara Kruger, Cindy Sherman, Paul Bruscky and Gisele Beiguelman. In this investigative journey also approach the relationship between contemporary art and the art market, looking at art as a field of knowledge can provide us with different reflections on the world, which has an ambiguous position because it is an activity with purpose endless and it has, however, able to transform the interests of the consumer market. Subjected to economic and cultural imperatives, art also relates to the big brands in the consumer market, and a major corporate investment in certain cases. Evaluate how resources obtained in these artistic practices influence the mode of production of artists and their careers, limiting their opportunities and constraints in this field and, therefore, we try to understand the status of the artist in contemporary society. Finally, we believe that the artwork that allow convergence with other fields, such as advertising, especially those that occur in non-institutional spaces, contribute to the debate on the nature of art. Thus, we can see an ease access to those works, which indicates a greater democratization of art. We also understand that although there is a fusion between art and advertising, borders appear less distinct and hierarchical, more permeable. This phenomenon changes the aesthetic experience we have with the world and the art changes the world, experience it changes us too.