Research On The Application Of Art In Brand Marketing Under The Background Of Consumer Culture

In today's consumer society,consumers not only value the use value of goods,but also pay more attention to the cultural value,aesthetic value,and experience value during the consumption process.Under the influence of this consumer culture,daily life becomes more and more aesthetic,the boundaries between art and life begin vague,and brand marketing is also seeking cooperation with art.As early as the 19th century,art began to be used in product design of brand marketing.Until now,the application of art in brand marketing has been updated with changes in consumer culture.At the same time,various types of development problems are inevitable.This study summarizes the main ideas of the theory of consumer culture which associated with the application of art in brand marketing.At the same time,it summarizes the application history of art in brand marketing at different stages of brand marketing,and analyzes the value of art in brand marketing under the background of consumer culture.The value of art in brand marketing is social value,aesthetic value and emotional value.According to the cases of art which applied in different industries' brand marketing,the study begins to research specifically from aspects of the brand personality,brand quality,brand will,brand emotion,brand attitude of the brand personality;advertising,exhibition,artistic activities under the brand sponsorship of brand communication;brand offline store,brand online store of brand sales.Based on the analysis of the above cases,this study summarizes and analyzes the problems in the application of art in brand marketing from the three dimensions of the art in the social value,aesthetic value,and emotional value of brand marketing.The problems in the application of art in brand marketing are the symbolic meaning of art weakening the authenticity of the brand;the symbolic meaning of art causing the weakening of brand connotation;the application of art in sensory stimulation is more than the reflection of emotional experience.In response to these problems,this study attempts to put forward suggestions from the perspectives of consumers,companies,and governments.At first we need to improve the aesthetic level of consumers,and then strengthen the deep aesthetic application of art in brand marketing,and finally balance the economics and artistry of art applications in brand marketing.