Art Has a Place in Advertising; Use it Wisely

TalentZoo.com | Flack Me | Digital Pivot | Beneath the Brand

Archives | Categories

By: Dwayne W. Waite Jr.

According to a study being published in the Personality and Social Psychology Bulletin, advertisers who "use fine art carelessly" would be ineffective.

The researchers' study shows that if consumers consider the art as only a "product-relevant illustration," they will consider it less favorably than "brands that are associated with art." Sounds almost the same, right? When using art, or as the researchers defined it, "fine art", relevance to the consumer's experience is key. Below is an excerpt from one of their findings:

One study conducted by Hagtvedt and Patrick involved a wine tasting at a bar. While tasting, the patrons also inspected the wine labels, which featured paintings by the French artist Renoir. For some customers, the bartender had been coached to comment that the bottle labels featured paintings. People who tasted these wines judged them all favorably.

For others, the bartender casually mentioned that the same wine label paintings depicted people. The patrons still judged the wine favorably if the label featured what seemed like an appropriate image, such as guests at a luncheon. But the same wine in a bottle labeled with an out-of-place image, such as a woman and child playing with toys, was received less favorably.

As one can see, the variance in which the consumer frames the experience is the important factor, not necessarily the art itself. If the consumer is led to believe the labels depicts paintings, then associations with fine art and good wine will be positive. But if the consumer is led to believe that the art is simply a picture of people, and the art is showing women and children while one is out at the bar, the associations will be less than favorable.

What is interesting is that the researchers then claim that this study shows that "the responses reflect how humans have evolved to recognize and appreciate art as a special category of expression," which, based on the facts presented, sounds like a general assumption that could be unfounded. What are your thoughts? Is this a case of framing, or is this something bigger? Do consumers consider fine art separate from the advertising experience?

image: Artist Kris Collard, fine art America

blog comments powered by Disqus

About the Author

Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.

Beyond Madison Avenue on