Документ взят из кэша поисковой машины. Адрес оригинального документа : http://www.socio.msu.ru/vestnik/eng/archive/2015/2/17.pdf Дата изменения: Sat Apr 4 02:44:28 2015 Дата индексирования: Sun Apr 10 01:02:55 2016 Кодировка:

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Mythology of the Art Market: the Artist as a Brand Kalashnikova A.A. artist, brand, art market, myth, marketing technologies The article deals with the artist-genius myth as a brand study from the perspective of the sociology of art. The mythological structure of the brand analysis is been undertaken. It reveals the essence of the artist-genius myth as a brand on the art market. The social and historical origins of features considered as professional for the artist are been examined. The marginality, poverty, uniqueness of the artist`s talents are considered as the fundamentals of the artistic brand. The branding marketing techniques functioning in the context of the art production field are been described. Findings of the research relate to the features of the "artist-genius" brand mythological foundation current state and possibilities for its further improvement.

Abstract