Turning Art into Mere Illustration: Concretizing Art Renders its Influence Context Dependent

Personality and Social Psychology Bulletin, August 1, 2011

DOI: 10.1177/0146167211415631

10 Pages Posted: 1 Jul 2012

See all articles by Henrik Hagtvedt

Henrik Hagtvedt

Boston College - Department of Marketing

Vanessa Patrick

University of Houston - C.T. Bauer College of Business

Date Written: 2011

Abstract

Broadly speaking, artworks are accorded a special significance and are recognized as powerful communication tools. In the current research, the authors posit that the “specialness” of artworks may be diminished simply by emphasizing that which is depicted in them. This emphasis results in the artwork being viewed as a mere illustration rather than a work of art. Specifically, the influence of an “artwork as art” is context independent, but the influence of an “artwork as illustration” is context dependent. The authors demonstrate this phenomenon in two experiments, in the context of products associated with artworks. In a third experiment, they further demonstrate that an abstract (concrete) mind-set aligns with the influence of an artwork as art (illustration).

Suggested Citation

Hagtvedt, Henrik and Patrick, Vanessa, Turning Art into Mere Illustration: Concretizing Art Renders its Influence Context Dependent (2011). DOI: 10.1177/0146167211415631. Available at SSRN: https://ssrn.com/abstract=2086773

Henrik Hagtvedt

Boston College - Department of Marketing ( email )

Fulton Hall 450D
140 Commonwealth Ave
Chestnut Hill, MA 02467
United States

HOME PAGE: http://www.bc.edu/schools/csom/faculty/bios/hagtvedt.html

Vanessa Patrick (Contact Author)

University of Houston - C.T. Bauer College of Business ( email )

Houston, TX 77204-6021
United States

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