Art And Commerce
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Art And Commerce
A Culture Still Cultured art n. the quality, production, expression, or realm,
according to aesthetic principals, of what is beautiful, appealing, or of more
than ordinary significance. –The Random House Dictionary “Josh, you just
have to see the new GAP Khakis commercial!” proclaimed my excited brother. I
even went as far as watching the same channel until I finally saw the
commercial. I sat in front of the television for over a half an hour, and turned
my head at the sound of catchy swing music to see young men and women dancing to
music on a stark white backdrop. Their energy and enthusiasm to dance was like
nothing I had seen in reality. In all the twisting and tangling of arms, legs,
and female hair, I froze in my seat as everyone on the dance floor froze in mid
air. My heart stopped as I followed the camera around the frozen dancers. The
new perception heightened the dancing energy. The GAP Khakis sign invaded the
screen for a few seconds and the screen went blank. Was this the work of an evil
genius trying to get my attention so that I could be brainwashed into buying a
product? Could it perhaps be simply one artist communicating a new sense of
beauty to the whole world, regardless of the product I was deeply affected by
the strange time and space rendered in front of me in thirty seconds. Commercial
film affects me more than fine art in a museum does. It has also proven to be
much better at portraying subtleties to a mass audience in a clear and definite
way. People are ashamed of this comparative strength. Many of my self-fabricated
intellectual friends claim to enjoy gallery fine art more than they enjoy movies
and television. When we are at the gallery, I watch my friends ooh and aah at
the work as they interpret its meaning amongst themselves. After dragging them
cynically into the movie theater, they exit two hours later wiping their eyes
off not wanting to say anything to anyone. Before the idea of mass-produced
copies of art, people were starved for the kind of extraordinary visions we take
for granted. They went to art shows and concerts. They valued their circuses and
city zoos. After someone realized that the power of the extraordinarily
beautiful could be very profitable, everything became consumerism. So, did all
of this artistic talent disappear into thin air? Do bitter fine artists have
reason to spit at an official for stifling the National Endowment for the Arts?
The answer is in the advertisement. Fine art appre...
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