Since ancient times, as soon as humanity learned to produce barter, advertising has become an integral part of the economic and social life of the community. Having a huge impact on the emotional sphere of a person, advertising develops sense of beauty, taste shapes and develops aesthetic needs.
Of course, only if the advertising message is executed at a high level. Then we can talk about the importance of the aesthetic role that advertising plays in our lives.
The art of advertising originates from ancient times when the first examples of outdoor promotional products could be considered rock carvings. Papyrus, birch-bark scrolls are the prototypes of contemporary printed materials. Before the emergence of writing, of course, was dominated by oral advertising, which was passed on to certain information of a commercial nature.
The greatest artists of past times have left in the world culture works that can be considered as samples of advertising art – advertising signs and posters. Among these artists Kazimir Malevich, Henri de Toulouse-Lautrec, Boris Kustodiev, Aleksandr Deineka, and others. Vladimir Mayakovsky is also practiced in the genre of advertising slogans. Many famous Directors in the world at least once worked on an advertising video. This and Fellini, and Akira Kurosawa, and David Lynch, and Nikita Mikhalkov.
Also had experience in advertising and prominent composers, such as Dmitri Shostakovich, Sergei Prokofiev.
Under the influence of commercials in society at different times formed the standard of female beauty, “icons of style”, by shooting them famous beauties-Actresses such as Isabella Rossellini, Milla Jovovich, Elizabeth Hurley, Claudia Schiffer, Charlize Theron and others. Many famous actors great movies began their journey from the filming in promotional video clips, making some of these clips turned into real works of art.
Borrowing the techniques of elite art, advertising adapts them for their own use. Some samples of elite culture were replicated in advertising, it and Mona Lisa Leonardo da Vinci, paintings by Vasnetsov, Surikov, Kramskoy, Dutch painting, etc. Thus, high art has become more available to the average consumer, not lowering his level.
The modern metropolis is impossible to imagine without colorful media advertising, performed at the professional level. They contribute a richness and diversity in urban landscapes.
However, not all samples of promotional products can serve as a model of aesthetics. Often with TV screens for us poured out a flood of tasteless Frank consumer goods, which can not have a negative impact on the audience. Thus, the consumer may form bad taste, there is the constant dissatisfaction with the quantity and quality of advertising. And in this situation, incorrect, inelegant, Intrusive advertising, you can achieve the opposite effect.
