Art and Advertising

The difference between artists is determined by the intended audience. The fine artist produces a single piece of art, which is displayed in showings, galleries, and museums, and expects his audience to come to him. The commercial artist goes after an

audience numbering in the millions, by producing inexpensive printed reproductions. Another difference is that fine art virtually never incorporates a written message whereas commercial art virtually always includes one. The illustrator produces pictures, drawings, and illustrations under supervision of an intermediary in the commercial art field.

Advertising can be called controlled, identifiable persuasion utilizing means of mass communications. "Professor Max Wales told his classes in advertising at the University of Oregon: 'Often advertisers choose to promote product benefits that are psychological, emotional, even silly. To explain these benefits in words proves embarrassing. Or ridiculous. So advertisers explain them indirectly-through art. The art director, then, rather than the copywriter, writes the ad.' Wales cites the many ads showing products



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