LE GRAND ART ET SON EXPLOITATION EN PUBLICITÉ. ESQUISSE EXPLORATOIRE
THE GREAT ART AND ITS EXPLOIT IN ADVERTISING. A SHORT EXPLORATION

Summary/Abstract: Advertisers and advertising agencies are interested to use high art in their persuasive strategies, as the prestige of art was, is and – we have all the reasons to believe that – will be tremendous. Advertising has honed several strategies to exploit art: it can show a work of art as a term of comparison for the recommended product (and consequently elevate this one); it can modify the work of art placing the recommended product among its constitutive elements; it can reconstruct the work of art (its ideological tissue and formal relationships) using new elements, the product being one of them; etc. These techniques lead to many important questions, one of them – in the field of expression and creativity – deserving special attention: can we qualify the commercial messages exploiting high art as being, by the simple act of exploiting, of bad taste?

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