The interplay of art and advertising

Umetnost je bila v toku časa neprenehoma podvržena spremembam. Ni mogoče zanikati dejstva, da so tudi nova odkritja imela velik vpliv na potek razvoja umetnosti. V diplomski nalogi predstavim možnosti, ki jih oglaševanje nudi umetnikom: se preko nje izraziti, ustvarjati in komunicirati z javnostjo. Drugi vidik, ki ga naslovim, je možnost implementiranja sodobne tehnologije, natančneje medmrežja, da bi s tem postala umetnost dostopnejša širši množici. V svojem delu tematiziram intermedialnost in interdisciplinarnostpojava, ki imata vse večjo vlogo v celotni znanosti ter kulturi, vključujoč umetnosti. Izkoriščanje spoznanj z različnih področij nam nudi priložnost ustvariti celovitejšo rešitev obravnavane problematike. Te predpostavke obravnavam v svojem projektu, v katerem predstavim združitev umetnosti, oglaševanja in sodobnih medijev. S pregledom zgodovine oglaševanja sem dognala, da so meje med oglaševanjem in umetnostjo močno zabrisane, prav posebej na začetku izoblikovanja oglaševalske panoge. Preplet med njima se nadaljuje in postaja s tehnološkim napredkom vse kompleksnejši. Preko raziskovanja za diplomsko delo ugotovim, da je sodobna tehnologija podvržena omejitvam in da obljube, da množični mediji omogočajo dostopnost do informacij vsem ter povsod, vsaj za zdaj ne izpolnjujejo v obetani meri.In the course of time, art has always been a subject to changes. It is not possible to deny the fact that new discoveries also had an important influence on the course of art\u27s development. In the graduation thesis I present the possibilities offered to the artists by advertising: they can express themselves through art, create, and communicate with public. Another aspect addressed is the possibility of implementation of modern technology, specifically internet, in order art to become more accessible to wider public. In my thesis, I deal with intermediality and interdisciplinarity: phenomenona with an increasing role in the entire science and culture, including art. The use of realizations from various areas gives us opportunity to create a more comprehensive solution of the issues addressed. I address these presumptions in my project, in which I present unification of art, advertising, and modern media. By reviewing the history of advertising, I established that boundaries among advertising and art are strongly blurred, especially at the beginning of advertising industry formulation. With technological progress, the intertwinement among them continues and becomes more complex. Through a research for my graduation thesis, I establish that modern technology is liable to restrictions, and that a promise for mass media to enable accessibility of information to all people everywhere, is not kept in the anticipated extent