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视觉艺术在商业营销中扮演着越来越重要的角色,一件优秀的艺术作品可以产生巨大的商业附加价值。弗洛伦泰因·霍夫曼创作的公共艺术品“大黄鸭”就是成功的视觉营销案例之一,它实现了创意艺术带来商业价值。本文以“大黄鸭”为研究对象,全面评述它的艺术审美特性,并分析它的视觉艺术在商业营销中发挥的作用,从而探究“大黄鸭”获得视觉营销成功的原因。
Visual art plays an increasingly important role in commercial marketing, and a great work of art can generate tremendous commercial added value. Public Art by Florentine Hoffman “The Yellow Duck” is one of the successful visual marketing cases that has brought commercial value to creative art. In this article, we take “Dahong Duck” as the research object, comprehensively review its artistic aesthetic characteristics, and analyze the role that its visual arts play in commercial marketing, so as to explore the reason why “Dahong Duck” won the success of visual marketing.