When art is made advertising
On Friday, October 10, the second edition of "publicARTE XIX" will be exhibited.
"publicARTE XIX" aims to be a reflective approach to the art of the nineteenth century through the development of an advertising campaign that enhances the creative capacity and the idea-text-image relationship and puts in relation a work of art of the nineteenth century with an advertising business .
The initiative is the brainchild of Professor José Javier Azanzawho teaches the subject History of Culture in the Western World, 1789-1914, of the third year of the Degree of History, of the double Degree History and Journalism and of the y Letras of the University of Navarra. Humanitiesof the School of Philosophy and Letters of the University of Navarra. The novelty of this second edition is that the chosen companies are part of"Centenaria", association of centenary companies and entities of Navarra, with the support of the Chamber of Commerce and Industry of Navarra.
Thirty-three works have been submitted and will be exhibited at Central Building from Friday, October 10 at 18:00h.
The starting point is the (fictitious) announcement of an advertising campaign by a business or institution, with defined objectives. This campaign is promoted with a 19th century European work of art (architecture, sculpture or painting) that has been studied at class. "The student -explains Professor Azanza- presents a work composed of a slogan (a brief and ingenious phrase that explains, in less than eight words, the meaning of the campaign), an image (the chosen work of art), and a text justifying the reasons for its choice. The works are anonymous (in a sealed envelope the slogan will be identified with its author), and will be submitted to a double process of evaluation by an external jury, and an internal jury. The external jury is formed by Ignacio Jesús Urricelqui Pacho, technician of the Museum of Carlism of Estella and researcher of the Chair of Navarrese Heritage and Art and the doctoral student Laura Torre Vall.
Maria Roca, student of the double Degree History and Journalism, is the author of the poster that announces the second exhibition "publicARTE XIX": two paintings by Claude Monet; the main one is "Impression. Rising sun".
The works presented correspond to the following companies: Baños de Fitero, Bodegas Camilo Castilla, Bodegas Irache, Café Iruña, Calzados Goñi, Casa Ostiz, Comercio San Fermín, Diario de Navarra, Ferretería Irigaray, Gran Hotel La Perla, Helvetia, La Estellesa, Mutua Avenir, Mutua Navarra, Ópticas Rouzaut, Pedro Mayo and Venta de la Ultzama.
Cristina Oroz, director of development of the Chamber of Commerce of Navarra and the president of Centenaria, Rafael Moreno, director of the Gran Hotel La Perla, will be present on the opening day of the sample.