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Peinture pub - Episode 1 - Swiss Digital Agency
+41 22 575 20 10 info@swissdigitalagency.ch

Peinture pub, comment la publicité détourne les œuvres d’art

 

Reprendre une peinture célèbre et la détourner pour de la pub, l’idée n’est pas nouvelle.

L’utilisation d’un tableau connu permet un identification rapide, un sentiment de déjà vu, un référencement commun créant ainsi un marquage mémoriel plus fort. L’art expose, relate, dénonce, transmet, relie.

Nous avons ainsi sélectionné pour vous une série de publicités détourant une œuvre d’artistes célèbres que nous allons vous dévoiler au fil des jours.

Et comme nous sommes des curieux invétérés par nature, nous allons chercher à comprendre le lien entre l’œuvre original et la marque.

Let’s Go !!

1- Magritte et sa pipe

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Peintre surréaliste Belge, Magritte peint La trahison des images en 1928. Pour comprendre le tableau de Magritte, il suffit de compléter la phrase : Ceci n’est pas une pipe, ceci est la représentation d’une pipe. Tous juste, à travers son œuvre, l’artiste nous amène à réfléchir sur le lien entre ce que nous voyons, ce que nous nommons et leurs représentations. En 2006, le groupe d’assurance Allianz reprend le tableau pour une pub, Ceci n’est pas une peau de banane.

Là, la représentation de l’objet est clairement induite, la peau de banane est associée aux risques d’accidents encourus en glissant dessus. Le sens que l’on donne aux objets est multiple et l’utilisation de leurs significations aussi.

2 – Vermeer et la laitière

Image associée

Peintre baroque Néerlandais, Vermeer peint en 1660 la laitière , qui est en réalité une servante versant du lait. Le peintre réussit au travers de ce tableau à sublimer une scène banale de son quotidien. En 1971, Chambourcy, racheté par Nestlé utilise le tableau de Vermeer pour la publicité de son pot de yaourt : La laitière. La marque cherche a associer la scène à l’idée d’authenticité, de tradition et de savoir-faire de son produit.

3 – Michel-Ange et…Dieu

Sculpteur, peintre, architecte et poète italien, maître du sublime à l’époque de la seconde Renaissance, Michel Ange peint vers 1511 sur la partie centrale de la voûte de la Chapelle Sixtine, la Création d’Adam.

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Illustration du texte biblique du livre de la Genèse : « Dieu créa l’homme à son image, à l’image de Dieu il le créa ». Dieu est entouré par des anges, il a une représentation humaine, sous les traits d’un vieille homme robuste, il semble fort et paternaliste. Il tend son doigt, le bras tendu, le geste déterminé, le lien de la transmission du divin vers l’Homme qui lui prend une pose non nonchalante, un brin blasé. Plusieurs marques ont réutilisé la fresque de Michel Ange, notamment Nokia avec son slogan Connecting People. Nous avons, cependant retenu celle de Lego où la main d’un enfant tend vers la main (ou le crochet jaune) d’un Lego. La marque réussit à créer (et c’est bien son intention), un souffle de poésie et d’émotion. L’enfant transmettant son univers créatif, uni par le lien sacré de l’imagination.

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A suivre dans le prochaine épisode de Peinture pub:

Leonard de Vinci et l’homme de Vitruve

Van Gogh et son autoportrait

Frida Kahlo et ses selfies

Vous souhaitez en savoir plus?