"Body Art's origin is atribuited to Bruce Naumann, who was one of the first creative in making works with his body in 1965”. This delay in taking this kind of art may be owe to Catholic tradition, because changing the body made in image and likeness of God was a sin.
It is an
art based on painting the body of the artist or someone else’s making it
subject and object of the artwork. This type of art, in most cases represents
violence, exhibitionism, sex and the body resistance. It is influenced by
Dadaism, different performances, theatre and dance.
Body art and publicity
Body Art is
used by many brands to sell their products. That happens because it’s
impressive to see how the product is represented by a body or by a part of it.
Products and services, which make commercials using this resource, are
associated more easily to human characteristics.
Its
employment in publicity is based in the capacity of this type of images to
affect and touch the spectator. Seeing a body painted with the artistic quality
of the specialists reach attract immediately the spectator attention. People’s
identification with the human body is very high.
There are
brands related with human body. We can see it, for example, in a campaign of Gold’s Gym. This gym use its “work
material”, understood as the body, for its publicity by transforming it in a
potent machine using Body Art.
We can see
how a group of persons can be a car by mixing colours and forms by adapting
themselves to the form of a car that has suffered an accident.
Impact of
the campaign below is based in the comparison, by using Body Art like a
resource in a very creative way, of women chest, where can exist a grave
problem, with preoccupations with out importance, like a zit in the face.
Hands,
which are the part of the body with more mobility, always have offered a lot of
possibilities in publicity. With Body Art this possibilities are multiplied. An
example of it is “Grotesque Hands”, a campaign of Stadual Secretary da Saúde Brasil.
In my opinion, Body Art is a useful way to make publicity because of the impact it has in the society. It catch people's attention easily and it's used intelligently by creatives to sell products, services and behaviours. I like this kind of art because when I see it I don't think that I'm seeing a part of a body or a complete one, I see what they want me to see.
Lara Nuviala
References:
Historia del arte. Arte Segundas Vanguardias. Recuperado de
El Body Art y la publicidad. La cosecha de Priapo. Recuperado de
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