Artistic products satisfy some human needs but they are different from
services and goods. Hirshman* in 1983 have written about the characteristics of
artistic products, which we will be exposing in this article.
An artistic product is abstract because it communicates other values than its visual format. In other
words the artistic product transmits its creator’s conception of reality,
values he believes in such as love, beauty, etc.
Art works are subjectively experienced. People exposed to the same artistic product can have different interpretations
of it, depending on their personalities, their experiences, their mood, etc.
Artistic products are nonutilitarian because unlike ordinary products (exp. A piece of bread that stops the
feeling of hunger) we can’t touch their utility; these products give us
subjective responses. That’s why; we appreciate art for itself and not for its
utility.
An artistic product is unique, because it expresses some specific and individual emotions and values.
And its originality is the criterion for evaluating the artists’ contribution
to the profession.
Artistic products are holistic, they are perceived in their whole not through their attributes. An artistic
product is a composition of attributes, but we perceive it as a composition
that makes this unique art work (exp. A painting is a composition of shapes and
colors but we perceive it as an arrangement of these forms which make this
whole and unique painting).
Artistic products are different from goods and services. That’s why it
is important for managers and artists to know their characteristics in order to
achieve the Art Marketing’s goal which is to make art accessible to everyone.
*Hirshman (1983) «Aesthetics, Ideologies
and the Limits of the Marketing Concept» Journal of Marketing vol47
(1983:Summer) p.45
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