Observing or Using Van Gogh’s Bedroom: New Approach to Attracting the Art Audience

Authors : Dejana PRNJAT

Pages : 83-89

View : 11 | Download : 12

Publication Date : 2018-01-15

Article Type : Research Paper

Abstract :The aim of this paper is to examine a successful example of  using arts in creating   promotional campaign that expands the concept of museum experience. It is a campaign conducted by the Art Institute of Chicago, in order to introduce the wide public to the coming exhibition which, for the first time in North America, exhibited all three versions of van Gogh`s painting  The Bedroom.  The institute, advised by the leading marketing agency, created and advertised for rent a room identical to the one van Gogh painted. The results of this paper confirm that it is    to use an unconventional promotional approach in order to attract the attention of the general public to an art event. The basic method in this work is the case study method, and also it is used content analysis as empirical method of data collection.
Keywords : Van Gogh painting the bedroom, the art institute of chicago, art audience, promotion