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Advisor(s)
Abstract(s)
Resumo
O mercado da arte e a influência do marketing na divulgação do produto artístico é o propósito do presente estudo. Mercado de arte, intervenientes, mudança de atitudes, experiências, desafios e novas tendências de criação artística configuram uma recente perspetiva do marketing cultural com repercussões no comportamento do consumidor de arte, no público-alvo, na economia da arte e, neste contexto, na especulação artística e nos meios por ela veiculados.
Esta questão leva à necessidade de uma reflexão sobre a utilidade estratégica da comunicação na perspetiva do marketing obrigando a reconsiderar a sua função intermediária ao serviço da inovação e comercialização da arte. No conjunto destas relações especula-se a valorização das obras de arte, a sua mobilidade no mercado de arte e, acima de tudo, o “valor de uso e de troca”.
Este trabalho e o estudo que o suporta, confronta o princípio da especulação artística e os meios por ela veiculados em dois percursos artísticos. Nele se reflete que o marketing artístico, possui vertentes de natureza criativa e comercial variáveis, proporcionais ao envolvimento de artistas, entidades artísticas e intermediários comerciais, essenciais ao fluxo comercial da obra de arte.
Abstract The art market and the influence of marketing in spreading the artistic product is the purpose of the present study. Art market, players, changing attitudes, experiences, challenges and new trends in artistic creation configure a recent cultural marketing perspective with repercussions on art consumer behavior, in target audience, in art economy and, in this context, in the artistic speculation. This question leads to the need for reflection on the strategic use of communication in the marketing perspective forcing to review its intermediary function at the service of innovation and commercialization of Art. These relations determine the valorization of art pieces, its mobility in the art market, and above all, the "use value and exchange.” This work and the study supporting it, confronts the principle of artistic speculation and the means used by it in two artistic careers paths. It reflects that artistic marketing has aspects of creative and commercial variables, proportional to the involvement of artists, arts organizations and trading intermediaries, essential to the trade flow of the artwork.
Abstract The art market and the influence of marketing in spreading the artistic product is the purpose of the present study. Art market, players, changing attitudes, experiences, challenges and new trends in artistic creation configure a recent cultural marketing perspective with repercussions on art consumer behavior, in target audience, in art economy and, in this context, in the artistic speculation. This question leads to the need for reflection on the strategic use of communication in the marketing perspective forcing to review its intermediary function at the service of innovation and commercialization of Art. These relations determine the valorization of art pieces, its mobility in the art market, and above all, the "use value and exchange.” This work and the study supporting it, confronts the principle of artistic speculation and the means used by it in two artistic careers paths. It reflects that artistic marketing has aspects of creative and commercial variables, proportional to the involvement of artists, arts organizations and trading intermediaries, essential to the trade flow of the artwork.
Description
Keywords
Arte Mercado da arte Marketing cultural e especulação artística Art Art market Cultural marketing and artistic speculation