Advertising & Conceptual Art; a framework for understanding.

July 1, 2014

Sol Lewitt says “In conceptual art the idea or concept is the most important aspect of the work. When an artist uses a conceptual form of art, it means that all of the planning and decisions are made beforehand and the execution is a perfunctory affair. The idea becomes a machine that makes the art.”

Replace art with advertising and artist with creative. What changes?

There is no difference. Particularly when we take the role of the practitioner. Our goals are the same; clarity of message, attention of the audience, engagement. Our outputs are the same; emotional response, informing opinions and validating behavior. Even the intellectual tools we use are the same; appropriation, cultural shorthand. 
With this in mind, it is in advertisers interest to look at conceptual art with a new framework. Rather than looking purely for your own subjective response, look at conceptual art with view to analyse its ability to communicate. 

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