Art as a Business: The Intention of Andy Warhol’s Brand Images
These authors contributed equally.
- 10.2991/assehr.k.211120.037How to use a DOI?
- Andy Warhol; brand images; postmodernism
This paper focuses on the business and artistic values of Andy Warhol’s three artworks, Green Coca-Cola Bottles, Campbell’s Soup Cans, and Brillo Box. The three art pieces could be considered typical examples of the cohabitation of art and business, the two seemingly conflicting concepts. The business value of his works lies in the similarity between the pattern in his paintings and the mass production of the consumerist society, the association between the brands and their products, and his underlying intention in rebuilding the brands’ brand image. The artistic values of Warhol’s art could be detected in the composition and the technique used to produce the paintings. Warhol’s works also successfully blur the boundary between art and reality, echoing the spirit of rebellion in the postmodern era. Fredric Jameson’s theory of consumerist society is also utilized in the analysis.
- © 2021 The Authors. Published by Atlantis Press SARL.
- Open Access
- This is an open access article under the CC BY-NC license.
Cite this article
TY - CONF AU - Yunping Cai AU - Yuting Gong AU - Xinqian Zhang PY - 2021 DA - 2021/11/29 TI - Art as a Business: The Intention of Andy Warhol’s Brand Images BT - Proceedings of the 2021 3rd International Conference on Literature, Art and Human Development (ICLAHD 2021) PB - Atlantis Press SP - 196 EP - 201 SN - 2352-5398 UR - https://doi.org/10.2991/assehr.k.211120.037 DO - 10.2991/assehr.k.211120.037 ID - Cai2021 ER -