The authenticity of the visual image: contextualising the art infusion effect

Purpose The concept of art infusion suggests the application of authentically perceived, culturally congruent imagery, can have a positive influence upon consumer perceptions and evaluations. Although identified as a contemporary marketing activity, this paper demonstrates how art infusion remains a 17th century visual construct. It suggests that infusion techniques now associated with the creation of brand awareness were previously used by artists and patrons to comment upon the social, political and economic events of the time. Design/methodology/approach To illustrate the historical foundations of art infusion, this paper uses iconological interpretation to examine four 17th century Dutch paintings. Iconography has been widely used in political, cultural and social analysis and represents a culturally bound method of qualitative investigation that draws upon both visual and textual sources. Findings Using the example of Dutch genre scenes, it illustrates how, through the inclusion of a “painting within a painting, ”various social, economic and political themes were alluded to through artistic association. The paper suggests that the transfer of meaning through spillover and contagion is historically grounded and the legitimacy of any message is derived from the authentic nature of the visual form. Originality/value The link between art history and current marketing practice is important as it provides an understanding of changing societal tastes, trends and values as well as the origins of particular communicative activities. As marketing comprises numerous sub-disciplines that do not conform to a single linear evolution, art history can offer insights into the emergence of specific practices and the identification of those involved in its establishment.