title: Reproduction Technology. From Replica to Brand
metadata.name: dc.contributor.author
metadata.value: Averyanova, Olga N.
metadata.lang: -
metadata.name: dc.date.accessioned
metadata.value: 2023-08-09T19:37:06Z
metadata.lang: -
metadata.name: dc.date.available
metadata.value: 2023-08-09T19:37:06Z
metadata.lang: -
metadata.name: dc.date.issued
metadata.value: 2023-06
metadata.lang: -
metadata.name: dc.identifier.citation
metadata.value: Averyanova, Olga. “Reproduction Technology. From Replica to Brand”. Vestnik of Saint Petersburg University. Arts 13, no. 2 (2023): 243–254. https://doi.org/10.21638/spbu15.2023.202 (In Russian)
metadata.lang: en_GB
metadata.name: dc.identifier.other
metadata.value: https://doi.org/10.21638/spbu15.2023.202
metadata.lang: -
metadata.name: dc.identifier.uri
metadata.value: http://hdl.handle.net/11701/43662
metadata.lang: -
metadata.name: dc.description.abstract
metadata.value: The article is devoted to the analysis of the works by the French artist of American origin Man
  Ray. The objects of the first New York period were studied, later they repeatedly have been
  reproduced by the author. We consider prints of non-preserved objects as the author’s version
  of a photographic readymade. Reproductions and replications have become an important part
  of the artist’s strategy in Paris and especially in America. These practices represent an example
  of the branding technology traditionally associated with Andy Warhol. Man Ray invented it
  long before the commercialization of pop art. The idea as the main artistic value, regardless
  of the method of its implementation and originality, becomes not only the basis of conceptual
  art, but also the quintessence of the phenomenon that we call an art brand. We define it as
  an ideology that includes the characteristics of the artist’s personality, his work and general
  strategies, including the marketing ones. Ray’s experiments as a modernist, artist and photographer
  significantly expanded the spectrum of theoretical and practical issues related to the
  relationship between art and commerce in an era when the aesthetic value of a work depended
  not only on the conditions and on circumstances of the order, but on the novelty and radicality
  — the time when the experiments have being absolutized. In the avant-garde, this criterion
  has become an indicator of the artist’s talent and success. If we define a brand as a mental cover
  of a product, then the application of this term to a work of art is quite justified, especially since
  the 20th century approved the priority of design methods of creativity, the cognitive value of
  an artwork became more important than the retinal one. The artist required a certain amount
  of ingenuity to remain a radical and be part of the market system, transforming the symbolic
  value of his work into an economic one. Seeming independence from the artistic conjuncture
  turned into a skillful balancing act between creativity and commerce.
metadata.lang: en_GB
metadata.name: dc.language.iso
metadata.value: ru
metadata.lang: en_GB
metadata.name: dc.publisher
metadata.value: St Petersburg State University
metadata.lang: en_GB
metadata.name: dc.relation.ispartofseries
metadata.value: Vestnik of St Petersburg University. Arts;Volume 13; Issue 2
metadata.lang: -
metadata.name: dc.subject
metadata.value: Man Ray
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: ready-made
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: photographic prints
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: replica
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: branding technology
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: reproduction technology
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: artistic brand
metadata.lang: en_GB
metadata.name: dc.title
metadata.value: Reproduction Technology. From Replica to Brand
metadata.lang: en_GB
metadata.name: dc.type
metadata.value: Article
metadata.lang: en_GB
resources.filename: 02.pdf
resources.url: https://dspace.spbu.ru/bitstream/11701/43662/1/02.pdf
resources.format: Adobe PDF
resources.size: 656,81 kB