Embracing the Enterprise Culture: Art Institutions Since the 1980s

Embracing the Enterprise Culture: Art Institutions Since the 1980s

Today we live in a world immersed in art. Designs of logos and images which create famous corporate identities are all among us, all created as a result of enterprising art. This article does a great job in telling a tale of how art came to be for corporate entities and more importantly, consumers. Taking art and turning it into a commodity is what large companies in the United States and Great Britain have been pioneered since the 1980s. Before the revolution in commercializing art, art sponsorship had to first happen.

Art sponsorship was lead by patrons of art, mainly successful corporate entities. Corporate leaders recognized the appeal of art to the masses and used it to act as a catalyst in their booming enterprise. Art has been used in branding, creating logos, products designs and even commercials to help lure consumer interest. Marketing strategies using art have shown that it is effective because consumers can relate to the products that are being emphasized and thus feel more compelled to buy the product.

Publicity campaigns have also made use of art. The need for publicity varies according to the products or service that the companies are marketing, but arts sponsorship is particularly effective for those companies whose image is in need of some polishing, such as oil and gas, tobacco and weapons industries. It is important for those companies to obtain a better image in the financial and general community and the best way to go about it is to carefully craft an image of unique corporate personality that will win the company eulogistic comments from the media.

Finding sponsorships for other forms of art has been a challenge. Studies have shown that attendees of art museums are ranked higher in socioeconomic terms than those visiting other type of museums. Corporate sponsorships also take into consideration of whether or not their product or service will can make the "right" connection with the sponsored institution. A sponsored institution or event is a sales promotion and the purpose is to elicit buy-in from consumers or to boost corporate image.

The world we live in and our economy is ever changing. The American economy as a whole has begun to evolve into a global economy; this brings many new aspects to art and its use in the corporate

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