6/4/2013 Sussex Downs College – Access to HE Business (Group G) – Project Supervisor – Rosanna Francis & CLS Tutor – Alan Miller Ashley Jones FINAL PROJEC T HAS MODERN ART AND ITS PSYCHOLOGICAL EFFECTS AIDED THE DEVELOPMENT OF THE ADVERTISING INDUSTRY?
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& CLS Tutor – Alan Miller
Final Project Has modern art and its psychological effects aided the development of the advertising industry?
Has modern art and its psychological effects aided the development of the advertising industry?
June 4, 2013
AbstractHas modern art and its psychological effects aided the development of the advertising industry? This
project has taken a deeper look into if this is true. There have been various studies into the effects of
art and psychology. Propaganda art, Pop art and Modern Contemporary art have all shown use of
various psychological theories such as behaviourism, humanism, conformity and subliminal
messaging.
Results gathered in relation to this have shown evidence to argue advertising, art and psychology
have had a recurring relationship and as art has developed advertising has often followed. It has
been found that advertising has often shown reliance on art and its psychological effects in order to
progress as an industry although a further look into other subject areas and a better understanding
of Semiotics (the study of imagery) may result in conflicting variables, which in turn could lead to the
development of the industry. However due to the recurring relationship between art, psychology
and advertising it can be disclosed that if advertising uses art to gain use of psychology, it is more
effective therefore it will use more art forms and their psychological effects in order to progress and
develop more efficiently and effectively.
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Has modern art and its psychological effects aided the development of the advertising industry?
June 4, 2013
AcknowledgmentsI would like to express my very great appreciation to my project supervisor Rosanna Francis for her
highly valuable advice and suggestions throughout all parts of the project. Her willingness to actively
give her time so generously to me, especially in that I have spoken to her everyday about my project
for the past few months is greatly appreciated.
I would also like to thank my tutor Alan Miller for his help to, he has given me great advice on how to
structure and write such a large piece of work and has always been ready to help when ever needed.
Finally I would like to extend my thanks to my Mother, Father, Charlotte Johnson, Mauro M’bala and
Leonardo Hernandez as with out there constant backing I would not of been able to achieve all that I
have.
Thank you all for everything you have done for me.
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Has modern art and its psychological effects aided the development of the advertising industry?
Has modern art and its psychological effects aided the development of the advertising industry?
June 4, 2013
Figure 5 (Jackson, 2001).
Subliminal messaging has been constantly questioned as to whether or not it truly exists and there is reasonable doubt that it does actually have an effect on the human mind (Bainbridge, 2008). Subsequently there have been various studies and experiments to solidify the claim that it does not have any effect.
In 1957 Vicary conducted an experiment in order to gain evidence that subliminal messaging worked
by flashing messages such as ‘Eat popcorn’ and ‘Drink Coca-Cola’ his studies found that sales
increased by 57% and 18.1%, what was to be later released by Vicary was that he faked the results
and found that the experiment failed (Lilienfeld et al, 2010). As well as there being experiments to
prove evidence against the effects of subliminal messaging there is also various misconceptions of
the idea and thus giving light to the conspiracy of subliminal messaging (Knight, 2003).
Below figures 6 and 7 show more examples of Propaganda art.
Figure 6 (Fairey, 2008).
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Figure 7 (Clarke, 1940).
On the whole, it is reasonable to conclude that Propaganda Art has depended on psychological
theory, perhaps none more influential than the idea of subliminal messaging. Although not always
clear it has been shown in various studies and through research that it does affect the human mind
and can influence an individual’s thoughts and desires ultimately resulting in either positive or
negative outcomes. Without Propaganda Art the evidence for subliminal messaging may possibly not
exist although this is still argued today.
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Chapter 2 – Pop Art
(Warhol, 1962)
“Marilyn Monroe”
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Madoff (1997) and Osterwold (2003) both explain that Pop Art is notably one of the most
controversial and influential artistic movements of the modern era. The movement first started in
the 1950s in Britain with the term Pop Art first being used by the Independent Group, a sub group of
the Institute of Contemporary art (Madoff, 1997).
Pop Art derives from what is known as popular culture and expresses a materialistic need within
society. The art form itself was said to be an active example of Postmodernism which was at an
influential peak during the 50s to the 80s (Gersh-Nesic, 2013). Postmodernism was born from
Modernism as a reaction to classical concepts and was most evident in the arts and literature
although as a movement the term ‘Postmodernism’ has been used so frequently to define various
sub-movements developing from others that in many forms it has lost its meaning and thus making
it difficult to truly define (Harrision, 2001).
Pop Art in its entirety was art based on modern popular culture and the mass media, now sharing
close links with Contemporary Art which is evident in today’s society in relation to modern day
society on the other hand Pop Art was more of a movement and way of life often expressing high
forms of irony in relation to fine art (Simpson, 2012).
Andy Warhol has been regarded as the most famous artist of the Pop Art movement and has created
possibly the most iconic and recognisable art pieces with in the genre (Madoff, 1997; Osterwold,
2003; Hickey, 2009). Pieces such as his Marilyn Monroe (as shown in figure 8), Campbell soup (as
shown in figure 9) and Triple Elvis (as shown in figure 10) all affected the way in which art is viewed
and are believed to have given birth to many art forms which are so evident today (cited in Phaidon,
In relation to advertising Contemporary art is the most evident art form used today; it applies the
effects of the art so vividly and yet discreetly. It mergers both realism and surrealism into one,
leaving lasting imagery in customers minds (Minter, 2007). A famous example of this can be seen in
figure 20 as the idea of a realist image with a surrealist element has been used to effectively leave a
lasting image in individual’s minds. Contemporary advertisements target the subconscious mind
through complex observation resulting in attacks of the conscious mind this is often known as
brainwashing. Brainwashing in essences as stated by Simpson (2008) in the Oxford English Dictionary
is “pressurize (someone) into adopting radically different beliefs by using systematic and often
forcible means.” With the application of brainwashing advertising has become highly influential in
the way modern societies live today (Tedeschi, 2009).
Figure 20 (Davydyuk, 2011)
Large companies apply forms of brainwashing through advertisement to suppress lesser needs and
enhance greater desires (Singer, 2003). Most notably Coca-Cola and the advertisement of Diet Coke.
Diet coke predominantly targets those who are trying to ‘lose weight’ they do this by using athletes
and beauty models in their advertisement as seen in figure 21. Coca-Cola will attack the conscious
mind to break down barriers by saying that it is good for you and will help you although many have
identified that it is not, when complete the advertisement will target the unconscious mind by
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subliminal messages instilling into the individual’s thoughts the attitude of “I can drink it because it is
good for me”, along with “drinking diet coke will make me lose weight” (Lechnar, 2004).
When applying semiotic association to the example of Diet coke it could be argued that the imagery
is used to associate with certain groups instead of giving the idea of ‘it will make me lose weight’.
This is evident with the fact that Coca-Cola will often have high profile athletes such as David
Beckham and beauty models or singers such as Taylor Swift. Famously Diet Coke has targeted a
female audience, normal Coke targets a generic audience and Coke Zero has targeted a male
audience.
When looking at the psychological theory behind the application of modern contemporary art in
advertising, it could be argued that the most influential theory would be Behaviourism and in
particular positive reinforcement (Walker, 2010). The basic principles of Behaviourism state that all
behaviour is learned and that if behaviour is rewarded the same behaviour is often likely to be
repeated and as stated by John B Watson (the founder of Behaviourist theory) behaviour can be
measured, trained and changed (Staats, 1996), The idea of something being good for you (in this
case Diet Coke) even though it is not, is positively reinforced via the notion of the perfect body being
formed by individuals using this product. Along with positive reinforcement Bandura’s ‘Social
Learning theory’ also holds effect in advertising. Both Brain (2008) and Cherry (2012) explain that the
Social Learning theory in basic terms is an individual’s ability to learn new information as well as new
behaviours by watching others (this is also known Observational learning). Bandura made this theory
famous through his ‘Bobo doll experiment’. Examples of both positive reinforcement and social
learning theory in advertising can be seen in below in figure 21.
Figure 21 shows that anything is achievable including facing the impossible or beating an extreme
task with the aid of Diet Coke, the example shows a can of Diet Coke breaking though a mountain
alongside a slim and extremely athletic-looking female climbing the side of a mountain with relative
ease and without safety gear. This imagery causes positive reinforcement in that it gives the feeling
to consumers if I drink Diet Coke I can do that to.
Figure 21 (Coca-Cola, 1986).
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Examples of Contemporary advertisement show below in figures 22, 23 and 24.
Figure 22 (Hiroshima, 2006).
Figure 23 (VW Design, 2008).
Figure 24 (Absolut, 2010)
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Behaviourist theory has often been criticised for its overly mechanical views on humans, stating
humans are born a blank slate and all behaviour is learnt through the surrounding environments
(Brain, 2008). Walker (2010) explains that the theory does not take into consideration internal
thoughts and factors due to the fact they are discredited in that they would have originally been
learnt through an exterior factor.
In summary Modern Contemporary art would suggest evidence of contribution made by
psychological theory, most importantly Freud’s Free association and Dream analysis, Behaviourism
and Social learning theory and in order to apply them to modern day advertisements each individual
theory and their effects must be taken into account when applying Modern Contemporary art forms
into modern advertising.
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Conclusion
Within each chapter there have been points that would suggest advertising and art have held
reliance on psychology, each art form in their own right has used various psychological theories in
order to achieve greater effect and these theories and art forms have been used in advertising in
order to achieve this to.
Propaganda art has shown use of subliminal messaging and when applied in advertising it has been
used to make consumers feel the need to buy products, without them actually knowing why they
want or need the product (Knight, 2003). However subliminal messaging and the use of it has been
discredited due to various studies such as Vicary and his experiment in the cinema suggesting that
subliminal messaging has no effect on the mind. With the evidence at hand it is arguable that
subliminal messaging has been used in Propaganda art and therefore been applied to advertising
giving it greater desired effect with the application of the art form and the surrounding psychological
theory within it.
Pop art has shown reliance on various psychological theories, none more apparent than the ideals of
Conformity and Humanism. Although the two theories may show conflicting ideals it is apparent that
both theories have been applied in advertising through Pop artists such as Andy Warhol and Peter
Blake. Modern Contemporary art has particularly shown use of various psychological theories
especially when applied to advertising (Lechnar, 2004). Ads using Modern Contemporary Art have
shown reliance on brainwashing, positive reinforcement and various other behaviourist theories
such as the social learning theory (Cherry, 2012).
Therefore it can be argued that without the application of psychology through art, advertising would
have failed to progress as an industry, through modern history psychology has been used in
advertising via various application of the arts. There are however some limitations to the studies that
have been upheld, many studies have only been taken in relation to large companies and
corporations therefore not giving an accurate view on advertising as a whole, this is due to the fact
advertising effects all companies including small shops, niche markets and specialist areas therefore
potential flaws may be found in the evidence given. As well as small companies not being
represented there is also the fact that art being so broad and often arguable as well as psychology
holding the same problems, meaning it could be argued that not enough art forms and psychological
theory has been looked into and therefore leaving potential gaps in any findings gathered.
Furthermore a broader understanding of Semiotics may give a greater understanding into the effects
of the imagery used in advertising and art. From the foreclosed information it is apparent that
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without art and the psychological effects it presents, the advertising industry may not have
developed at the rate it has and therefore suggesting that art and psychology are key to the
progression of advertising.
It can be disclosed that a further look in to advertising and the history of advertising may find a more
definitive answer to whether or not art and its psychological effects has aided the development of
the advertising industry as there may be other influential factors that have aided the development of
the industry.
It is apparent that there is a recurring relationship between art, psychology and advertising; in that if
advertising uses art to gain use of psychology it is more effective therefore it will use more art forms
and their psychological effects in order to progress develop more efficiently and effectively.
Final word count (5164)
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Pictures
Ahmad, SZ. (2011). “Freedom of Expression”. [Drawing] (Institute of Contemporary arts gallery).
Appeagle. (2012). "Lighting the brain". [Light Art] (appeagle studios).
Bae, S. (2007). "Nine inverse proportion problems we have" [Modern Pop Advertisment] (Sung-Ho Bae personal gallery)
Ashley Jones 35
Has modern art and its psychological effects aided the development of the advertising industry?