Commercial Art

This essay has a total of 1054 words and 4 pages.

Commercial Art


The contemporary commercial art and design of today has no doubt been created through the
heavy influences of 20th century art. Most corporations who advertise on a large scale
look back to the most influential art of the past century when creating their ads. It's
almost impossible to walk the city streets without being bombarded by billboards with
crafty designs and catchy phrases. With a little research though, it's fairly easy to find
that the basis of this commercial art can be found in the art of the last one hundred
years.


Cartoons come first to mind when thinking about the different ways 20th century art have
impacted modern day art and design. Long before I saw the original "American Gothic" by
Grant Wood, I laughed at a portrait of Bugs Bunny and Daffy Duck standing together in
front of a farm house with pitch fork in hand. Most cartoons seem to have an underlying
humor meant to be understood by even the most articulate and intellectual adult, while at
the same time being simplistic enough to entertain a small child. Cartoonists successfully
accomplish this by being well read and educated in myth, history and art.


Advertising agencies must be just as well educated in order to create influential
advertisements that will impact consumers. "De Stijl" created by Peit Mondrian has without
a doubt been one of the most popular designs incorporated into today's commercial art. On
almost every bottled hair care product from Loreal is a composed set of lines complete
with red, yellow and blue squares, expressing striking similarities to "De Stijl." Tommy
Hilfiger uses clean lines and the three primary colors in all of his advertisements as
well as on his signature label which also mimic the style of Peit Mondrian. While visiting
a museum and studying a Mondrian, most of the general public repeatedly remarks to how his
paintings look as if "anyone could do them." However, using the same artistic logic and
redesigning his work on a bottle of hairspray or a t-shirt, the public becomes
awe-stricken and then rushes out in a mad fury to purchase this stylish product which is
actually based on the same style of art which if hung in a museum looks to them like
something "anyone could make."


Advertisers look also to the photography of the past century when designing ads for
magazines. Dolce and Gabbana created a series of photos to advertise their jeans which
have the same look as the style of photography which became popular in the depression time
of the 30's. The models sit in front of their homes, in everyday clothes, next to their
families. The photo is rather high in contrast and looks the subject straight in the eye.
The ads evoke the feeling from the consumer that for some reason or another they can
relate to the models in the ad. Many past artistic styles of photography have been used to
advertise. It's probably one of the more successful ways to send messages that in some
ways may be seen as subliminal. Steve Madden shoes have a photographed advertisements
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