About how advertising makes use of the history of the art

Abstract

The aim of this article is to analyse how advertising can revert from the optics of the history of art, to project it as a way of knowledge and learning of the so-called «high culture» opposite to the «popular culture» connected to the advertising, with adevelopment and use of the design that implies a visual culture about of the Art, and whose widespread phenomenon it is the appropriation of works of art, which simultaneously, do not stop being educational to the society from this purely commercial area, protected in the analysis of pieces. In the advertising creations of last decades we have verified the interest of the advertising for the history of the art and the whole prestige that he carries on having transformed it and to adapt it to communication of consumption. In addition, we can speak about the prevalence that certain brands obtain thanks to this utilization, and, since a major link exists in advertising of certain relating artists, who are dedicated in the history of the art.