Luxury Versus Humor: Contrasting the Use of Art in Advertising

Henrik Hagtvedt, University of Georgia
Vanessa Patrick, University of Georgia
Visual art is extensively used in advertising, but its impact is not clearly understood and has not been systematically studied. This research contrasts the luxury appeal of original artworks with the humor appeal of modified artworks. The polarizing influence of a relevant bond between the artwork and the advertisement is also demonstrated. Further, it is demonstrated that an original artwork works best with a luxury brand positioning, while the humor appeal of a modified artwork works best with a value brand positioning.
[ to cite ]:
Henrik Hagtvedt and Vanessa Patrick (2008) ,"Luxury Versus Humor: Contrasting the Use of Art in Advertising", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 902-902.