Art Appropriation in Advertising – A Study on the creative concept

Author(s)	Prakruthi S
Country	India
Abstract	This study examines the growing phenomenon of fine art appropriation in contemporary advertising practices. Through a critical analysis of case studies and theoretical frameworks, the research investigates how commercial entities leverage established artworks to enhance brand communication strategies. The paper identifies three primary benefits of this practice: elevation of brand perception through cultural association, increased message memorability via visual recognition, and enhanced emotional engagement through artistic resonance. However, the analysis also reveals significant challenges, including intellectual property conflicts, cultural appropriation concerns, and potential degradation of artistic meaning. The findings suggest that successful implementation requires a nuanced balance between commercial objectives and respect for artistic integrity, proposing guidelines for ethical appropriation in marketing contexts.
Keywords	appropriation, contemporary advertising, visual recognition, Renaissance
Field	Arts
Published In	Volume 7, Issue 4, July-August 2025
Published On	2025-07-11
DOI	https://doi.org/10.36948/ijfmr.2025.v07i04.50494
Short DOI	https://doi.org/g9s9jd

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International Journal For Multidisciplinary Research