The Role of Art in Advertising

Abstract: Art and advertising, although ideologically separated by the notion of business, carry out their existences intertwined. Still, there is little research today concerning what it is that brings about the positive effects that we see. Based on a thorough empirical study, this thesis combines previous research and tests the causality between art and some of the most commonly discussed mediators of positive evaluations from art onto the advertised product or brand. It also concludes that the results in a leading article within this narrow field of research are erroneous due to a flawed study design and incorrect assumptions. The article argues that the inclusion of fine art in advertising leads to positive product evaluations through luxury perceptions, whereas this thesis proves that it is in fact the overall evaluation of the advertisement that has the most significant impact, rather than the level of artistry.