How Contemporary Art Influence Print Advertising ?
Advertising is a mode of communication, which attempts at persuading an individual or people in general towards a certain issue. The objective could be sale of a commodity, publicity of an agency or canvassing for a political aspirant. The end of the 19th century marked a rapid increase in production. This further increased the necessity for advertising. Advertising has aided in escalating the profit margins through bounds and leaps.
The sale of a product or service of an agency can increase many folds through productive advertising. Branding is the latest trend in advertising. This concept involves the repetition of a particular name or icon that immediately reminds the consumer of the product. Apart from those dealing in consumer products, the system of advertising is engaged by political parties, religious organizations and government agencies. Advertising by no standards is a reasonably priced affair. Commercial advertisers charge exorbitant amounts for their services. In the year 2007, an amount of about 385 billion dollars was spent worldwide on advertising, with United States alone spending more than 150 billion dollars. Although expensive, advertising is still adopted by agencies is an investment to generate larger profits.
Advertising can be administered through various resources such as television, radio, print, online, bill boards, in-store, covert or through celebrities. Print advertising represents the format of advertising that utilizes printed medium such as newspapers, magazines and journals. Print advertising has a broad coverage area owing to national and local newspapers.
Contemporary art also has a prominent hand in taking print advertising to newer and greater heights. Despite the boom in forms of advertising utilizing the inventions of technology, new trends in creativity have brought in fresh and novel ideas in print advertising as well. Even today, print media is evaluated as one of the most popular forms of advertising. Techniques such as picture enhancement have assisted in beautifying print advertisements further. Catalogue printing using dimensions of novel creativity is a booming industry. The utilization of four colors in printing makes pictures clear, vibrant and eye catching. Printing is being done today with greater sophistication through either the web press or sheet fed press.
However, in recent years, with the emergence of ‘world wide web’ phenomena, the conventional methods of advertising such as radio, television and print seem to be lagging behind in the race. Technology has truly done wonders in the progression of advertising!
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