ERIC Number: ED442615
Record Type: Non-Journal
Publication Date: 1999-May
Reference Count: N/A
Sacred and the Profane in Advertising Art.
Zuk, Bill; Dalton, Robert
This paper examines the arguments for and against inclusion of advertising art in art education programs, and presents a case for the educational benefits of critically examining advertising art based on museum masterpieces. A search for examples of fine art masterpieces used in advertising art examined which masterpieces are commonly used in marketing goods and services, how advertising ideas are merged with master artwork, and how effective strategies related to masterpieces can be implemented in teaching. The identified borrowed masterpieces were of interest to a general audience, were accessible in terms of having recognizable content, and were generally portraits or representations of the human figure. The advertised products and services were very diverse. Potential criticisms of the alteration of masterpieces in advertising and the attention to this practice in the classroom include the notions that masterpieces are diminished by their use in advertising and that students would be taught to disrespect their artistic heritage. On the other hand, viewing familiar art presented in new creative ways may spark new appreciation of their aesthetic power. These masterpieces are part of everyone's heritage and open to reinterpretation, and attention to the advertising practices in the classroom may capture student interest and motivate learning and critical analysis. Eight related educational strategies and class activities are suggested. (SV)
Descriptors: Advertising, Art Education, Commercial Art, Elementary Secondary Education, Fine Arts, Higher Education, Humor, Mass Media, Popular Culture
Full text at Web site: http://www.educ.uvic.ca/connections.
Publication Type: Opinion Papers; Speeches/Meeting Papers
Education Level: N/A
Authoring Institution: N/A