We might have read a hundred books on love stories and watched, maybe a thousand movies on romance, yet, every single time, the message of “I love you” has been conveyed in roughly a million ways. That’s the “Art of Communication.”
The HEART of the matter
Be it in novels, movies, or advertising, storytelling is one of the most significant aspects that binds all the characters, emotions and stories together. While we spoke about how art became a part of advertising in our previous blog, this blog will elaborate on how it truly became the heart of advertising.
Ever since the early years of advertising as a proper industry, visual content has played a significant role and sometimes been questioned and criticized. Nonetheless, it is an essential element in the creation of perceived value in the minds of the target audience.
A typical question that’s been asked these days is whether the art departments of today’s advertising agencies are simply going with the flow, or if the “Artistic impression” part of the advertising is really worth the money and effort in any measurable way.
Take the example of The Economist ads. There’s hardly any artistic angle to those red coloured ads with white text. But, the way the message is conveyed, and the way it intrigues the reader to read each and every ad, that’s what art is all about.
The Bone of Contention
There’s a widespread debate amongst the critics regarding the creative angle of including works of art in advertising; whether it helps break through the clutter of the ever-growing competition without having to increase the advertisement budget. There’s another debate that if art in advertising really generates any proper value or if it is just eye candy for the industry.
The debates about art are endless because artists are aplenty and it is obviously a challenging task to handpick the best from the rest.
A Symbolic Relationship
Advertising and art share a very symbolic relationship with each other. While art makes a statement about the world, advertising makes a statement (through art) about the product or the service that’s being advertised.
Neil French, the Father of Scam Ads, once created a fictitious beer brand (XO) just to make the readers read newspapers and it worked wonders. It hardly had anything to do with the “Design” part of the art. But, the heart of the art was solely the “Idea”.
Creating a symbol doesn’t mean it always has to be in the form of a logo or a graphic icon. Art is all about how we lead a particular message or an idea or even a person, to be a symbol. Superman is a symbol of hope.
At 3 Dots Design Pvt. Ltd., our idea is to make people believe in art. It’s more than just a form of expression to us. We believe it is a way of life to lead personally as well as professionally. When it comes to artists at 3 Dots Design Pvt. Ltd., they eat, breathe and live art and we can see that in the kind of masterpieces that they deliver for every client. That’s how art becomes the heart of advertising here.