Specifics of sponsorship as a technology of ensuring access of population to works in art marketing
DOI:
https://doi.org/10.32461/2226-2180.37.2020.221429Keywords:
sponsorship, marketing go, create creative art, culture economy, the Anglo-American type.Abstract
The purpose of the article is to investigate the mechanisms of sponsorship in the marketing of art in the art market in order to expand the opportunities for the population to visit institutions and events in the field of culture and art, where works of fine art are displayed. It is determined that in the field of fine arts sponsorship has certain features, because the sponsor provides assistance, strengthening its image, receiving advertising and PR. In addition, the desire of sponsors to make their own demands on the content and conditions of placement and demonstration of art collections is becoming a trend. The research methodology is to apply empirical and comparative methods. This approach allows us to reveal and analyze the possibility of applying the specifics of sponsorship as a technology to ensure public access to works of art in art marketing. The scientific novelty of the article is to identify marketing mechanisms that make it possible to make sponsorship in the field of fine arts comprehensively justified, regulated, fair and legal. Conclusions. We analyzed the conditions and opportunities for sponsorship, as well as opportunities for broad sections of the population to access works of art in Ukraine and other countries. It should be noted that there is a tendency in the world to "settle" famous works of art in private collections, to which only a limited number of spectators have access. Collections of state museums remain freely available to the general public, most of whom do not now have the opportunity to purchase very expensive works of art at auctions and galleries. Sponsorship in the field of art has its own specifics, because often the sponsor often not only demonstrates his help to museums, strengthening his image, reputation, but also tries to "dictate" museums and galleries their requirements for organizing museum exhibitions, the sequence of acquisition of new works in museum collections. Marketing technologies allow to regulate the work between sponsors and cultural institutions, to make this cooperation reasonable and fair. According to the experience of the countries of the world, the most effective type of "cultural economy" depending on the mechanisms of financing culture and art can be called "Anglo-American" type, where financing is carried out by attracting private capital, including tax benefits.References
Shulga R. (2008). Television and audience: realities and risks of influence. Media. Democracy. Culture. K. : Institute of Sociology of the National Academy of Sciences of Ukraine, 206-239 [in Ukrainian].
Platonov, B. O. (2013). Fundamentals of valuation activity : Textbook. K. : NAKKKIM [in Ukrainian].
Thompson Don. (2018). Orange inflatable dog. Booms, shocks and thirst for a modern art market : Trans. from English. K. : АгtНuss [in Ukrainian].
Shekova E. L. (2016). Features of marketing in the sphere of culture (on the example of museums). Bulletin of the Moscow University, 2, 71 - 86 [in Russian].
Gundarin M. V. (2006). Book of the head of the department of PR. SPb. : Peter [in Russian].
Аkimov D. I. (2010). Social marketing and social sphere Society : monograph. Kh. : KhNU named after VN Karazin [in Russian].
Kolber F. (2004). Marketing culture and art : Trans. from English SPb. : Publisher Vasin A. I. [in Russian].
Tul'chinskiy G. L. (2001). РR of the firms : technology and efficiency. SPb. : Aletheia [in Russian].
Dossi P. (2017). Sales! Art and money. SPb. : Limbus Press, K.Tublina Publishing House [in Russian].
Hook F. (2018). Breakfast at Sotheby’s : The World of Art from A to Z : Trans. from English. SPb. : Azbuka-Atticus [in Russian].
Weksler A. (2006). PR for Russian business. M. : Vershina [in Russian].
Downloads
Published
Issue
Section
License
Copyright (c) 2020 Dmytro Akimov
This work is licensed under a Creative Commons Attribution 4.0 International License.
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).