Bridging the Divide: “Capital A” Art vs Marketable Creativity
To some, art and design are synonymous with advertising. After all, at an ad agency, there usually is a whole department that works on the “creative” for advertising. This could include photography, videography, graphic design, or any other visual medium that helps bring an advertisement to life. So if you asked an advertiser if they would consider advertising an art, most would say yes. As someone who personally is soon to graduate with a B.S. in Advertising and Public Relations and a minor in Studio Art, I would say the same. However, if you were to ask about the contemporary art world, it would likely not reciprocate that sentiment.
Contemporary Art and “Capital A” art
Art is such a vast umbrella for all kinds of creative endeavors, but for right now, let's explore the tension between contemporary artists and commercial artists. Contemporary art refers to art made in the late between the late 20th century and the present day. It usually is tied to a conceptual statement about political, social, or cultural commentary. It may include, but is not limited to traditional mediums like painting, sculpture, and photography. Installation, performance, and other digital mediums have become increasingly popular in contemporary art
Many people who are not in the contemporary art world may write it off as “capital A” art that’s weird, pointless, or a sham. “Capital A” art typically refers to a specific kind of contemporary art that feels exclusive and a bit inaccessible. For contemporary artists, they see capital A art as fine arts that are outdated,and inaccessible like works by DaVinci, VanGogh, and Michaelangelo. Now that contemporary art has replaced a lot of the traditional fine art work. For many people outside of the contemporary artworld like myself and many of my fellow advertising professionals, we would consider contemporary art to be “capital A” art for its own new way of being inaccessible and exclusive.
Exclusivity: The contemporary art scene can seem set up to keep the average person at arm’s length, often housed in galleries that require a bit of effort to engage with.
Rejection of the Mainstream: A lot of contemporary artists intentionally distance themselves from popular culture. They want their work to provoke thought and challenge norms, which can feel diluted when mixed with mainstream trends.
Specialized Language: The art world has its own jargon that can alienate those outside of it. When artists write about their work, they often cater to a niche audience, making it challenging for the rest of us to connect.
Engagement Levels: Contemporary art typically seeks to provoke deeper thought and discussion, while commercial art often aims for that immediate visual impact that grabs consumer attention.
Given these points, it’s no wonder many contemporary artists have a complicated relationship with advertising. They often critique consumerism, creating art that comments on the industry’s pitfalls. Take, for example, Jenny Holzer’s “Protect me from what I want” or Barbara Kruger’s “I Shop therefore I am.” Both works engage with advertising aesthetics while delivering powerful messages about consumption.
Protect Me From What I Want, Jenny Holzer (1983-1984)
Finding Common Ground
Despite these differences, there’s a wealth of opportunity for collaboration between contemporary art and advertising. Immersing oneself in both realms can strengthen an artist's work and enhance an advertiser's campaigns.
For Advertisers: Advertisers are inherently creative, yet they often operate within strict guidelines to stay on brand. By exploring contemporary art, they can push boundaries and think outside the box, leading to innovative campaign ideas that capture attention precisely because they defy expectations. Embracing the experimental spirit of contemporary art can lead to campaigns that resonate with audiences in new and exciting ways.
For Contemporary Artists: Conversely, artists could gain valuable insights from the advertising world about connecting with audiences. Many artists aspire for their work to reach a mainstream audience, but the specialized language they use can obscure their messages. By adopting strategies from advertising—like being intentional about their audience—they can create work that’s more accessible and impactful. Imagine the reach their art could achieve if their messages resonated with a broader crowd!
Conclusion: A Creative Dialogue
In conclusion, while contemporary art and advertising might seem like separate worlds, they actually have a lot to offer each other. By understanding and appreciating the practices of both fields, artists and advertisers can enhance their creative expressions. This connection not only encourages innovation but also highlights the vital role both art forms play in shaping our cultural landscape. As I look to the future, I believe that collaboration between these realms can lead to fresh perspectives and innovative solutions in the marketing space.
