Abstract:

For centuries, art has been seen in all areas of our lives, in various civilizations and cultures, in many formal forms and styles. Consumption is one of the most natural needs of humanity. As consumption increases, production continues to increase. With the Industrial Revolution, this increase reached large masses. The growth in production is shaped by different soci-eties and cultures. This situation has created different consumption cultures in parallel with production over time. Reaching the target audience in the production sector has diversified advertising activities and directed the manufacturer to use different methods. One of these methods is seen as benefiting from the uniqueness of art. Art is frequently used in the use of persuasive elements such as creating a behavior towards purchasing the product in the target audience for the continuation of production and its permanence in the sector, and ensuring the retention o of the brand and the product. It is desired to create an emotional effect on the consumer by associating products or services with art. Likewise, it aims to facilitate the buying impulse of the target audience with aesthetic pleasure. Various factors such as the age range, gender, education, occupation, economic and geographical conditions of the target audience direct the form of persuasion activities through art. This study aims to examine the use of artistic activities as a method of persuasion in consumption culture. For this purpose, the advertising activities of brands serving on a global scale were examined, and the advertising campaigns of seven institutions and companies associated with works of art were included. The concepts of the research were reported through literature review. In this respect, the research is qualitative.

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