Another
example of advertisements which parody famous works of art, of which there are many variations due to the famous nature of this
work, is the ad shown below for a small sweatshirt company. The visual
is of an elderly man and woman, standing in front of a farmhouse, as the man
holds a pitchfork. This is a direct parody of Grant Wood’s painting American Gothic. The composition is
immediately recognizable to the viewer and the connection is quickly
made.
Unfortunately, it is often parodies such as these which cause art historians
and critics to roll over in their proverbial graves because they believe
that using works of art to aid capitalist products is sacrilege. However,
Johanna Drucker in her article "Who's Afraid of Visual Culture?"
argues that "The theoretical discussion of fine art as a cultural practice
is still largely dependent on outmoded ideas that 'art' defines itself in critical
opposition to mass culture. Clearly there is a problem here. The gap between
the reality of artists' sensibilities and the theoretical apparatus of much
(especially academic) art criticism suggests that the understanding of the
relation between fine art and visual culture needs a major conceptual overhaul
more in keeping with what's actually going on" (Drucker, 1999). Seems the
art world needs to accept that these two realms, the artistic and the
commercial can and will cross paths in the future.
Suggested Target Audience: Adults in Central U.S. States
Suggested Modern-Day Media Vehicle: Midwest Living Magazine or Midwestern Family Magazine or local newspapers in Midwestern cities and counties.
Rationale: The prototypical middle-American farm image may resonate more with those closer to a life that actually requires a pitchfork daily, and in climates where heavier clothing is necessary.
Drucker, J. (1999). Who's
Afraid of Visual Culture?. Art Journal, 58(4), 36+.
