The Full Picture: 5 influential female artists and their ad industry impact
The relationship between art and advertising is an old one, both working to understand the world around us – reflecting human experience, expressing of our desires and igniting our imagination. Indeed, many artists have influenced advertising – Andy Warhol with his Campbell’s cans, or Dahli’s Chupa Chups logo. Yet, female artists have been left out of the frame.
On International Women’s Day, GOOD’s Account Executive, Emma Dodds, explores the relationship between art and advertising and celebrates the women who have shaped the industry.
Well known for her unapologetic monobrow and bold wardrobe, Kahlo’s art has inspired many in the industry and beyond – her style being deeply rooted in Mexican culture and celebrating surrealism.
Frida’s self-expression through illogical and dream-like scenes has inspired many in the industry to cut through the noise, with OOH using displaced messaging in mundane locations. Like surrealism, OOH is used to convey brand personality and their products. From giant Jacquemus handbags to oversized KFC burgers – we’re seeing advertisers play on surrealist characteristics more and more to grab our attention.
Next up – Barbara Kruger. Starting out at Condé Nast, working in publishing saw her become enthralled with the cultural impact of imagery – later inspiring her collages. Her work directly speaks to her audience, using personal pronouns and direct messaging … sound familiar?
Kruger’s work has arguably inspired how we communicate with our audience, seeing ads focus on individual identity and use striking visuals to construct compelling messaging. Like Kruger, advertising uses similar techniques when attaching new meaning to visual signifiers. In Adland, an apple is no longer a fruit but instead symbolises cutting edge technology.
We all know storytelling is at the heart of any communication, but it’s only the authentic stories that capture attention. Himid knows this better than most, with her art inspiring ads to champion authentic stories. By uncovering the silenced histories of marginalised figures and cultural moments – Himid reminds the industry of the power of authentic storytelling and the wider impact of our communications.
Like Himid, North’s work also places emphasis on appropriately reflecting her subjects – even those of the green variety. Born in 1830, North was inspired by nature – seeing her travel solo around the globe to document her findings – despite being unchaperoned!
North’s techniques show us what any strategist knows, to tell real stories and experiences, our information must be gathered from the source, to appropriately reflect stories and lived experiences of our subjects.
Sturtevant’s works mimics the greats, from Picasso to Warhol. And in our industry, copying is the purest form of flattery. Advertising messages have been used time and time again – some more obviously than others. Take Sky’s most recent advert featuring a cascade of tennis balls down a street in sunny San Franscisco. It’s bright, bold and sticks with us. But go back 15 years and its nothing more than a knock-off of Sony.
But they are still both great ads and like Strutevant’s work, we must often remind ourselves ‘if it aint broke don’t fix it,’ when it comes to that ‘big’ idea. Strutevant’s work commanded attention in a male dominated space and inspires us to be bold and brave in our process, giving credit where credit is due.
So, Adland. Be bold, be brave. Let women become part of the storytelling and create compelling communications. Because by inspiring inclusion for women within advertising and beyond, we paint a fuller picture. Women are already in the space – they just need the room.
Posted by Lucy Martin
