Application of Social Engineering Tools in the Implementation of Aesthetic and Hedonistic Functions in Fine Arts Marketing

Abstract

The purpose of the article is to research the methodology of applying social engineering tools in the implementation of such functions of art as: aesthetic function, hedonic function, calming-compensatory function, precognition function, prognostic function, suggestive function in socio-cultural projects in the field of art marketing, and to research the impact of these functions on consumers of the art product. The research methodology consists of the application of comparative, empirical and theoretical methods. Such an epistemological methodological approach allows us to investigate the ability of the main functions of art to influence the formation of consumer perceptions of an art product when using social engineering tools in socio-cultural art marketing projects. The scientific novelty consists in the disclosure of the possibilities of applying social engineering tools in the field of art marketing as a plane of socio-cultural projects in the implementation of such basic functions of fine art as the aesthetic function and the hedonistic function in the process of positioning of works of art. Conclusions. Social engineering is an effective marketing tool in the implementation of the aesthetic and hedonistic functions of fine art. These artistic functions are actively used in marketing on the art market, they are partly similar to each other, since consumers of these art functions seek to enjoy the beauty embodied by artists in the products of their own creativity. However, there may be significant differences between the works in which these functions are implemented. Thus, the aesthetic function of art can encourage the consumer to take certain actions through such social engineering tools as the attractiveness and influence of plots and characters, through the empathy of consumers to receive aesthetic pleasure not only from the beauty of the surrounding world, but also from the beauty of patriotic, public, socially useful actions of the characters of art works, their moral, emotional, spiritual manifestations, humanity. Unlike the aesthetic function, the hedonistic function of art, again through the attractiveness and characters, the empathy of consumers, the authority of influential consumers (which is a powerful marketing tool for social engineering), calls on consumers of an artistic product (painting, sculpture, photography, various advertising products) to hedonistic consumption of the art products with the recognition of consumer pleasure as one of the highest values in life. It is on hedonism that the marketing strategies of producers of products and services are built. So, comparing these observations, we come to the conclusion that the aesthetic function of fine art is more realised in social marketing, and the hedonistic function of fine art is more realised in commercial marketing in various areas of products and services.