Effect of Art on Advertising

Theadvertising objectives that have been tested in this thesis are: ad attitude, product attitude, brand attitude, perceived quality, brand interest, perceived brand ability and purchase intentions, all of which can be considered as plausible goals for a company such as Air Tours.

For these objectives, the ANOVA-analyses show very little significant evidence that there should be any connection between the level of artistry and the evaluations provided through the surveys. Instead, they reveal that the range of images, scaled from least to most artistic, is in fact broken in the middle so that the second most artistic image receives the second worst evaluations. This suggests that there is another important psychological mechanism in plan other than the appreciation of art – hence the t-tests.

A peculiareffect of placing art in an advertisement context is apparently that the images rated as the most artistic are not necessarily the ones that are the most liked. According to the t-test results, there is a positive correlation between art and evaluations, but not at very convincing significant levels or with dramatic differences. Instead, the greatest effect was found when the same data was tested in the other direction, i.e., good versus bad image instead of art versus non-art. In a few cases, having a good picture in the advertisement made the difference between a negative (mean below 4) and a positive evaluation (mean above 4). As long as the image is favorable, positive, good, and pleasant and liked, it does not matter that much if it is an amateur photo or an oil painting – what matters is the overall evaluation. Thus, the cost of placing a Monet painting in an advertisement may prove to be a waste of money.

Art Role in Advertising

Art and advertising, although ideologically separated by the notion of business, carry out their existences intertwined. Still, there is little research today concerning what it is that brings about the positive effects that we see. Based on a thorough empirical study, this thesis combines previous research and tests the causality between art and some of the most commonly discussed mediators of positive evaluations from art onto the advertised product or brand. It also concludes that the results in a leading article within this narrow field of research are erroneous due to a flawed study design and incorrect assumptions. The article argues that the inclusion of fine art in advertising leads to positive product evaluations through luxury perceptions, whereas this thesis proves that it is in fact the overall evaluation of the advertisement that has the most significant impact, rather than the level of artistry.

During the holiday season, we (the consumers) are subjected to mass amounts of TV, radio and paper advertisements for products we don't really need but really want.

What makes up this "want" these commercials invent, and what effective marketing skills have businesses established in order to sell their product? What is more prevalent to the holiday season – and should be applied to the entire year – is the use of the arts in advertising.

From a logistical standpoint, the arts involved in advertising have lead to successful studies being conducted by universities nationwide.

For example, the MIT Comparative Media Studies program advocates the use of arts inadvertising that encourages all media forms, theoretical domains, cultural contexts and historical periods.

Their course work primarily provides bridging the gap between advertising theory and modern practice. Consulting regularly with the arts, business leaders in industry have advanced the fields of public policy, journalism, education and nonprofit sectors through the contemporary use and development of arts in media.

In layman's terms, the arts provide a personal and empathetic but aesthetic relationship between the product and the consumer.

Recent research, according to Alan Chapman, a successful self-help business author, proves that, "where responses are required, the best adverts are those which offer an impressive, relevant benefit to the (consumer)."

In his AIDA approach – Attention, Interest, Desire and Action – Chapman builds an impressive benefit of consumer satisfaction by closely relating to the consumer, prompting the latter's emotions to purge on the product.

Because the arts provide a vocabulary and language unknown to scaffolding and paper handouts, which are historically successful advertising tactics, the younger generations who seek instant satisfaction need to be gratified by a slightly creative and digital method, according to consumer psychologist David Lewis

Thus, high energy, short and recognizable jingles produce the most successfuladvertisements. What is the snack that smiles back? Eat'n Park is the place for what?

It is these succinct songs that act has ear worms, nesting in our brains until we are hungry for goldfish, feel the need to eat at Eat'n Park, or want a piece of Double mint Gum.

Research conducted by Radio Recall Research, Inc., has established that people respond to and remembers thoughts that are colored by feelings. Thus, not only bright colors or beautiful people are necessary to promotional ads, but the same part of the brain that responds to imagery will respond to music.

Jingles are inherently short rhythmic and melodic patterns that stimulate the right brain, although the left brain responds to reason and step-by-step logic, therefore determining should I want a snack that smiles back, goldfish are an attainable source of food.

Continued studies show the most effective commercials utilize a combination of left and right brain stimulation.