The artist-celebrity figure in the advertising context.
Vol 2, Num. 4

Versions

EPUB (Español (España))
HTML (Español (España))
PDF (Español (España))

Keywords

art
artist
celebrity
luxury
investment
advertising arte
artista
celebrity
lujo
inversión
publicidad

How to Cite

Sánchez Morote, F. (2021). The artist-celebrity figure in the advertising context. : Analysis of cases. IROCAMM - International Review Of Communication And Marketing Mix, 2(4), 8–20. Retrieved from https://revistascientificas.us.es/index.php/IROCAMM/article/view/14934

Abstract

This work aims at exploring the existing commercial relationships between companies and celebrity artists. The main relationship is a symbiotic collaboration seeking an increase in sales to both parties.

In the present analysis, the different relationships that the company and the artist-celebrity establish with each other, and the strategies established based on the transfer of concepts from the figure of the artist-celebrity to a series of commercial products generated specifically for this purpose are explored. Also, the existing bibliography across various disciplines is analyzed, contrasting them to create a discursive line to brings them all together. The theoretical applications presented in this research are illustrated using practical cases to exemplify the various ways in which these relationships are manifested.

EPUB (Español (España))
HTML (Español (España))
PDF (Español (España))

References

Angelini, F. & Castellani, M. (2008). Cultural and economic value: a critical review. Journal of Cultural Economics, 38(4), 2371-2378

Angelini, F.; Castellani, M; Pattitoni, P. (2019). Artist name as human brands: brand strategies in the Italian gallery art market. https://ssrn.com/abstract=3495474

Bassat, L. (2012). El libro rojo de las marcas. Madrid: Espasa Calpe.

Bassat, L. (2009). El libro rojo de la publicidad. Barcelona: DeBolsillo.

Benjamin, W. (2003). La obra de arte en la época de la reproductibilidad técnica. México: Ítaca.

Bourdieu, P. (1971). Sociología del arte. Buenos Aires: Nueva Visión.

Bourdieu, P. (2001). Poder, derecho y clases sociales. Bilbao: Desclée de Brouwer.

Callerstrand, H. (2010). The role of art in advertising, Tesis doctoral, Stockholm School of Economics.

Campbell, R. A. J. (2008). Art as a financial investment. The Journal of alternative investments, 15, 64- 81

Codignola, F. (2003). The art market, global economy and information transparency. Emerging Issues in Management, 2, 73-93

Colbert, F. & St-James, Y. (2014). Research in arts marketing: evolution and future directions. Psychology and Marketing, 31(8), 566-575

Cuny, C.; Pinelli, M.; Fornerino, M. & Demarles, A. (2020). Experiential art infusion effect on a service’s brand: the role of emotion. Journal of Marketing Management, 36, 1-21

Dion, D. & Arnold, E. (2011). Retail luxury strategy: assembling carisma through art and magic. Journal of Retailing, 87(4), 502-520

Driessens, O. (2013). The celebritization of society and culture. Understanding the structural dynamics of celebrity culture. International Journal of Cultural Studies, 16(6), 641-657

Driessens, O. (2013). Celebrity capital: redefining celebrity using field theory. Science+Bussines Media Dordrecht, 42, 543-560

Escudero, A.; Caballero, L.; De Francisco, J.M. (2018). Conversaciones con coleccionistas de arte contemporáneo. Madrid: La Fábrica Colecciona.

Gibbons, J. (2005). Art and advertising art. Nueva York: Tauris.

Hagtvedt, H. & Patrick, V. M. (2008). Art and the brand: the role of visual art in enhacing brand extendibility. Journal of consumer psychology, 19, 212-222

Hagtvedt, H. & Patrick, V. M. (2008). Art Infusion: The Influence of Visual Art on the Perception and Evaluation of Consumer Products. Journal of Marketing Research, 45, 379-389

Hetsroni, A. (2005). Art in advertising: a cross-cultural examination of ads and creatives. Visual Communication Quartely, 12(1), 58-77

Huettl, V. & Gierl, H. (2012). Visual art in advertising: The effects of utilitarian vs. hedonic product positioning and Price information. Marketing Letters, 23(3), 893-904

Hunter, E.; & Davidsson, P. (2007). Celebrity Entrepreneurship: Communication Effectiveness through Perceived Involvement. International Journal of Entrepreneurship and Small Bussiness, 4(5), 505-527

Hunter, E.; Burgers, H. & Davidsson, P. (2009). Celebrity capital as a strategic asset: Implications for new venture strategies. Entrepreneurial Strategic Content, 11, 137-160

Ilic, J. & Webster, C. (2016). Being true to oneself: Investigating celebrity brand authenticity. Psychology and Marketing, 33(6), 410-420

Jiménez-Marín, G. & Bellido-Pérez, E. (2020). Artvertising o el arte como reclamo en la publicidad: el caso de la campaña 'Preciobajismo’ de la empresa Lidl. Fonseca Journal of Communication, 21, 201-218.

Jiménez-Marín, G.; Sanz-Marcos, P. & Elías Zambrano, R. (2019). La incorporación de la figura del influencer en las campañas publicitarias: Consecuencias para las agencias de publicidad españolas. AdComunica, 18, 63-86.

Jiménez-Marín, G. (2012). Arte y publicidad: análisis de las campañas publicitarias apoyadas en el uso del arte. Berlín: Editorial Académica Española

Joy, A. & Sherry, J. F. (2003). Speaking of art as embodied imagination: a multisensory approach to understanding aesthetic experience. Journal of Consumer Research, 30(2), 259-282

Kapferer, J-N. (2014). The artification of luxury. Bussines Horizons, 57(3), 371-380

Kastner, O. L. (2014). When luxury meets art. Forms of collaboration between luxury brands and the arts. Wiesbaden: Springer Fachmedien

Kerrigan, F.; Brownlie, D.; Hewer, P. & Daza-Le Touze, C. (2011). Spinning Warhol: Celebrity brands theoretics and the logic of the celebrity Brand. Journal of Marketing Management, 27(13), 1504-1524

Logkizidou, M.; Bootomley, P.; Angell, R. & Evanschitzky, H. (2019). Why museological merchandise displays enhance luxury product evaluations: an extended art infusion effect. Journal of retailing, 95(1), 67-82

Mamarbachi, R.; Day, M. & Favato, G. (2008). Evaluating art as an alternative investment asset. Journal of financial transformation, 24, 63-71

Marcos Recio, J. C.; Sánchez-Vigil, J. M. & Villegas Tovar, R. (2005). La imagen en la publicidad: la fotografía al servicio de la documentación publicitaria. Scire 11(2), 119-132

Marcus, S. (2014). Celebrity 2.0: The case of Marina Abramovic. Public Culture, 27(1), 21-52

Marshall, D. P. (2014). Celebrity and power: Fame in Contemporary Culture, University of Minnesota Press,

Martínez, J. (2020). Zara celebra el legado artístico de Andy Warhol con una colección cápsula. https://fashionunited.mx/noticias/moda/zara-celebra-el-legado-artistico-de-andy-warhol-con-una-coleccion-capsula/2020030928598

Mei, J. & Moses, M. (2002). Art as investment and the underperformance of Masterpieces. American Economic Review, 92(5), 1656-1668

Morales, F. & Moya, M. (2007). Psicología social. Madrid: Mc Graw Hill.

Naletelich, K. & Paswan, A. K. (2018). Art infusion in retailing: The effect of art genres. Journal of Business Research, 85, 514-522

Pérez-Curiel, C. & Sanz-Marcos, P. (2019). Estrategia de marca, influencers y nuevos públicos en la comunicación de moda y lujo. Revista Prisma social, 24, 2-24

Pérez Rufi, J. P. & Gómez-Pérez, F. J. (2009). Internet celebrities, fama, estrellas fugaces y comunicación digital. Actas V Congreso Internacional Comunicación y Realidad, 229-238

Pino, G. Guido, G. & Nataraajan, R. (2017). Iconic art infusion in luxury retail strategies: unvealing the potential. Journal of global scholars of marketing science, 27(2), 136-147

Preece, C. (2015). The authentic celebrity brand: unpacking Ai Weiwei’s celebritised selves. Journal of Marketing Management, 31(5), 616-645

Saatchi, C. (2010). Me llamo Charles Saatchi y soy un artehólico. Londres: Phaidon,

Schiffman, L. G. & Lazar Kanuk, L. (2010). Comportamiento del consumidor. México: Pearson.

Shnayerson, M. (2019). BOOM. Mad money, mega dealers, and the rise of contemporary art. Nueva York: Public Affairs.

The Andy Warhol Foundation for Visual Arts (s.f.). https://warholfoundation.org/

Thompson, D. (2017). El tiburón de 12 millones de dólares. La curiosa economía del arte contemporáneo y las casas de subastas. Barcelona: Ariel.

Throsby, D. (2001). Economía y cultura. Madrid: Cambridge University Press.

Tynan, C.; Mckechnie, S. & Chhuon, C. (2010). Co-creating value for luxury brands. Journal of Business Research, 63(11), 1156-1163

Walsh, K. (2015). Fashion and art collaborations: The benefits for both brands in a designer x artist brand alliance, Tesis doctoral, Sotheby’s Institute of Art

Wang, Y. (2018). An exploratory study of brand strategy in fast fashion Brand. Advances in Social Science, Education and Humanities Research, 233, 648-651

Weber, M. (2018). Class, status, party. In Grusky, D. B & Szelényi, S. (eds.). Inequality: classic readings in race, class and gender. Nueva York: Routledge.

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.

Copyright (c) 2021 IROCAMM - International Review Of Communication And Marketing Mix

Downloads

Download data is not yet available.