Less fartsy. More artsy. The evolution of advertising into an art form.

August 20, 2012

Arty and provocative film for Smart Cars.

“We make ads not art.” When I began my career the debate whether advertising was (or should be) considered art was a big one. Creative ad schools were few and the craft typically was taught out of a university’s journalism school, a department that is now largely defunct. Many of us came to the profession out of other portals not specifically tied to advertising, such as Creative Writing, Media Studies or the Art school. Perhaps we only saw the word “art” in art director and “writer” in copywriter. Regardless, we were drawn to the possibility of making art-like objects for a living.

At the same time future account people were coming from a more traditional background: business, finance and economics. These folks took art as an elective. Maybe they audited a journalism class. Regardless, they had few notions about advertising being art. Among other things, this created a storm front between creative and accounts; one, that in my opinion, is just beginning to dissipate.

Advertising, art or both?

With the advent of the Web many of these firewalls have collapsed. Advertising and art have blurred in the face of one mandate: Get noticed! We see countless examples of films and posters posing as advertising. And visa versa.* Creating cool art-like objects is now considered the legitimate craft of advertising more than ever before. Whereas in 1984 only a commercial like Apple’s “1984” ever transcended commerce in 2012 countless propaganda for brands do just that. Granted, few are as seminal as Chiat Day’s epic manifesto but not for lack of trying.

Social media demands that advertising function as art (or entertainment) in order for it to be shared and go viral. If an advertiser chooses to merely block and tackle, lacking human relevance, his message will die a quick death.

Within moments I found examples of advertising that fit an art-like definition. Like them or not, they make you think about the world differently. They make us wonder about the role of brands in art. They challenge us. Historically speaking, few argue that being challenged was ever a good thing for an ad. But it is now.

Big winner at Cannes. Tell me it’s not art…

*Andy Warhol made a career out of mashing advertising into art. He was a rogue. Now he would just be an art director.


4 Responses to “Less fartsy. More artsy. The evolution of advertising into an art form.”

  1. Didn’t Mr. W start his career as a graphic artist in advertising? Great posts.

  2. drunk copywriter said

    Hi Mr. Postaer, I’m getting drinks with some advertising people and one of them brought to my attention that you went from Euro to Gyro. He got crazy high fives. Just FYI.

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google+ photo

You are commenting using your Google+ account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )


Connecting to %s

%d bloggers like this: