art in advertising A cross-cultural examination of ads and creatives

The use of fine art in advertising in the United States and Israel is examined through content analysis of print advertisements that feature works of art (N = 394) and a survey of advertising creatives (N = 90). In both countries ads that feature works of art emphasize prestige more than ads that have no reference to art. However, whereas in Israel the predominant artistic style is classical, particularly Renaissance, and local art is rare, in the United States, modern art and classical art have an equal share and local art appears in one out of every four ads that feature a work of art. In both countries the creatives' personal taste in art leans toward modern art, whereas classical art is thought to be suitable for advertising. But the congruence between the creatives' professional conception of art that is suitable for advertising and art that is actually featured in ads is better in Israel than in the United States. A closer reading of selected ads illustrates some of the statistical findings.