One of the most common ways in which fine art is used in advertisements is the method found in the Pear’s Soap ad shown in the previous post—the brand re-purposed an existing piece of fine art. This method has the advantages of being cost-effective by eliminating most of the work for designers and art directors, as well as by adding an arresting quality through the use of a well-known visual. In ads that use art this way, it is often to associate the product with the aura that the piece of fine art has earned over the years, without having to explicitly make the connection for customers.
A historical example of this well-worn tactic can be seen below in the print ad from 1929 for the Ford Motor Company, during their short entrance into the aviation market. This black and white ad uses a superimposed image of the Nike of Samothrace over a scene of the ocean with planes flying overhead, so that the headless sculpture seems to rise out of the water. The Classical sculpture is portrayed as monumental in size, reaching from the ocean to the sky. It is important to note that the airplanes are not the centerpiece of the ad; instead it is the Nike, or the Winged Victory as she is also referred. She was used as a way to reference the beauty of flight because the sculpture is in a state of motion, either having just touched down or shown in the moment before take-off. This print ad requires the reader to make a further leap in terms of connection between the piece of fine art incorporated into the ad and the product that the advertiser is attempting to sell, than the reader would in a piece where the product is part of the ad. It appears that here Ford was attempting to sell the experience of flying, rather than a seat on a flight or a piece of aviation equipment and a sentiment, as nuanced as that, is better expressed through visuals that copy.
Suggested Target Audience:Wealthy, cultured individuals who care about experience of flying
Suggested Modern-Day Media Vehicle: STRATOS Magazine (Luxury Lifestyle Magazine focusing on wealthy individuals)
Rationale: As stated above, the sell is not overt and the beauty of flight is focused upon more than the specifics of the aviation product, therefore only those who can first afford the product can worry about the nuances of brand aura.
