When Luxury meets the arts. The use of art in advertising Luxury brands

This paper discusses the use of the arts in advertising campaigns, especially in the luxury sector. Traditional advertising methods, although effective, often fall short in capturing the essence of luxury that the brands strive to convey. The close connection of art with timelessness, craftmanship and exclusivity are some of the properties that luxury aims to communicate as well making this collaboration a perfect fit. Through a comprehensive literature review, various concepts like storytelling, film, imagery, music, and the significance of visual aesthetics in products are examined in greater detail. The findings determine whether an art-based advertising is more favourable compared to one without any artistic references, thereby confirming or refuting the relevant hypothesis. The motivation for this study stems from a deep fascination with the luxury industry and its methods of communicating brand identity to consumers, combined with a background in musicology and the arts. This unique intersection makes the relationship and collaboration between luxury branding and artistic elements an intriguing subject to explore.