Program

The course explores the following subjects.

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ART AND ADVERTISING

Art has always influenced the world of advertising since the inception of placards and posters in the last decades of 19th century, when the impressionist Toulouse-Lautrec was commissioned by the Moulin Rouge to design a series of posters promoting the Bohemian nightlife in Paris. Over a century has gone by since Tristan Tzara maintained that “advertising and business are poetic elements” in his dada manifesto. The contest of those years was permeated with the enthusiasm for the rising consumer society and for the surge of creativity that advertising was introducing in the art world. The relationship between art and advertising has since evolved throughout the years. In his 1931 Futurist
Manifesto, the Italian artist Depero, famous for the Campari soft-drink promotional campaigns, provocatively declared that “All arts in the past centuries expressed an advertising objective. In those times, art was at the service of churches and states. Today it is the corporate world and its captains who commission artworks.” In the ‘60s, Andy Warhol and the pop-art movement broke the taboo of the non-reproducibility of art. They formulated the concept that a photo, an object of design or the packaging of a product could become a symbolic and artistic phenomenon. Warhol’s iconic Brillo Boxes and Campbell’s Soup Cans were the first examples of packaging turned into art.