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Notes:
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Since the begínning ofAdvertising, art has been a source ofinexhaustible inspiration for the advertising creative, who have used or misused it with any limits. With more or less direct references to artists, pieces or art movements, to references to the act ofart creation itself and certain aesthetic categories. Taking into account the various semantic versions that art offers, with multiple connotative lectures, this use has not been much profitable in many occasions, not as much as it could have been. However, in other circumstances, thís use has been vampirizing, only preoccupied for the audience impact ofa well knowll reference, but despising it and reducing it to a mere reclaim. In the case ofGiocconda by Leonardo da Vinci or the Birth ofVenus by Bottícelli are significant examples ofthis use, maybe popular, ofthe art productíon. That is to say that the depository was used as a source ofreferences to enrich the lectures ofthe advertising pieces (for instance, the excellent Citroen Xsara Picasso advertisement with the fordism mass production chain) or ¡ust to allow a higher t1Otoriety (like the Chupa-Chups advertisement where the Mona Lisa heartily sucks one ofthe mythical sweets with a stick). Thanks to a selected advertising pieces, graphical and audiovisual, we will be able to go through this kind ofadvertising creation logistics, from the moment that this one decided to call out these art references that were sleeping dreamingly Oll the fair in a depository until this strictly cultural moment came.
Respecto o vampirización, esa es la cuestión. Desde que la publicidad puede llamarse como tal, ha tenido una estrecha relación con los artistas y con el mundo del arte. Basta citar ejemplos ya míticos como los de Henri de Toulouse Lautrec, Ramon Casas, Fortunato Depero o René Magritte para testificar ese espacio de frontera entre arte y publicidad por el que transitaron muchos artistas. Pero lo que interesa exponer aquí y ahora es la simbiosis establecida entre los dos mundos, en la que el arte se convertirá muy pronto en fuente de inspiración, sin prácticamente limitaciones, para los creativos publicitarios. Y más concretamente la manera en que esos artistas de la publicidad han bebido (o mal bebido) de esas fuentes, de donde se han extraído citaciones más o menos directas a determinados artistas, piezas o movimientos artísticos, hasta menciones al propio acto de creación artístico y a determinadas categorías estéticas. |
