2 mai 2016
Closely linked for more than two centuries, Art and advertising have fed each other, gathered under the seal of inventiveness.
From XVth Japanese stamps to XIVth prints, links between advertising and Art are as varied as numerous. Henri de Toulouse-Lautrec, Alfred Choubrac, Eugène Grasset or Norman Rockwell are the main brushes of the movement called the "affichomanie". These artists then put their talents to advertising and, beyond their primary function, these materials then became true artworks. If advertising did not hesitate to appeal to artists, they were able to reciprocate. Impossible not to think of popes of Pop Art, Warhol firtst, which were inspired by advertising (Campbell soups, Coke, etc.) to make their Art.
(Advertising posters of the 19th century)
In the 1980s, a new approach has emerged, the modern marketing era has changed the problematic advertising. They must not only sell, but satisfy the customer while supporting the legitimacy of their brand. And the key is in the hallway of the museum...
Like a virtuous mad round, the pictorial movements inspire and follow each other over the centuries. Nevertheless, some artworks exceed this strictly pictorial frame to become true icons. Starting point for the imagination of advertisers, these artworks and their artists are used in a more or less appropriate way to promote and sale all kinds of products and services. Many of these masterpieces, from Renaissance to cubism, from Van Gogh to Picasso, have invaded our streets, our screens and our newspapers.
The Treachery of Images is undoubtedly one of the famous paintings of Belgian surrealist painter René Magritte (1898-1967). It represents a pipe, accompanied by the caption: "This is not a pipe". The deepest desire of Magritte is to demonstrate that, even if that object is painted in the most realistic way possible, a pipe on a painting is not a pipe. This remains a pipe illustration, you can not touch it or smoke like with a real pipe.
Used many times, and not always to good effect, by advertising, The Treachery of Images has long overcome the World of Art.
Far from the publicity whirlwind, but close to René Magritte, the Carré d'artistes® artist of the week, has an universe close to the Belgian master's one. Born in Cesena in the heart of Emilia-Romagna in 1965, Carlo Trevisan has launched his art being inspired by many artistic movements. Sansepolcro graduated, of the University of Pisa, and after facing international contemporary art during various trips, he started in the 90s in heavily surrealist works.
His artworks and paintings depict animals, objects or charaters on a uniform clean background. These subjects, out of their usual context and their primary function, are simply considered for their aesthetic and poetic properties, creating a colorful world that is reminiscent of surrealist paintings of René Magritte.