Keyword – marketing communication

Szerényi, Szabolcs:

The complex relationship between art and advertising and their inherent research possibilities

This study is to present, to illustrate with examples, and to visually represent the close and complex relationship between art and advertising. It also attempts to organize the most important dimensions of the relationship between art and advertising and to present the main marketing communication goals and effects of using art in advertisements. Finally, it outlines some recommendations for future research.

Keywords: advertising, art, marketing, marketing communication, media, culture