A Study on the Application of Installation Art in Modern Advertising

摘要

The expansion of the consumer society has obscured the boundaries among modern advertising forms as mutual penetration and dissolution is observed between modern advertising and contemporary art as art languages such as illustrations, graffiti and installation are extensively applied in modern advertising, among which installation art has provided tremendous inspirations for advertising artists with its features of redesign and reutilization of public space, creating various impressive effects. With the pursuit for individuality and segmentation of the production space, the installation art is increasingly merging with advertising targeted at mass communication although it originally belongs to a smaller group of connoisseurs, as installation art is corresponds with the characteristics of targeted audience of advertising communication for consumers in search of individuality in the post-modern era, making installation art a form of modern advertising expression.