‘The Saatchi Generation’: Art & Advertising in the UK in the Late 20th Century

Ruth Adams

Resumo


This essay examines the work and careers of the ‘Young British Artists’ – most notably Damien Hirst – and their infamous benefactor. The ‘YBAs’ came to public attention in the late 20th century with the staging of a landmark exhibition called ‘Sensation’ at the Royal Academy in London.  This exhibition showcased the collection of the most important art patron of his generation, the advertising mogul Charles Saatchi.  Fans and critics alike have remarked on the similarity between Saatchi’s own commercial work and the art that he collected – both were eye-catching, witty, irreverent and designed to shock.  Although the extent and the value of Saatchi’s influence on his stable of artists remains open to debate, both can be said to exemplify the culture of late capitalism and the importance and ubiquity of the ‘brand’.

Keywords: Art. Brand. Late Capitalism.

‘A geração saatchi’: Arte & publicidade na Grã Bretanha no final do século XX

Resumo

O artigo examina o trabalho e a carreira de um grupo denominado “Young British Artists”, cujo expoente é Damien Hirst e seus infames benfeitores. Esse grupo ganhou notoriedade pública no final do século XX, com a histórica exposição “Sensation”, ocorrida na Real Academia de Londres. Essa exposição trouxe a coleção do maior colecionador de arte de sua geração, o magnata da publicidade Charles Saatchi. Fãs e críticos rapidamente começaram a notar similaridades entre as peças publicitárias de Saatchi e as peças de arte que colecionava – ambas prendiam a atenção, eram irreverentes e pensadas para gerar impacto e choque. Embora a extensão e o valor da influência de Saatchi em seu estábulo de artistas permaneça aberto ao debate, ambos podem ser usados para exemplificar a cultura do capitalismo tardio e a importância e ubiquidade da "marca".

Palavras-chave: Arte. Marca. Capitalismo Tardio.


Palavras-chave


Arte. Marca. Capitalismo Tardio.

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Referências


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DOI: http://dx.doi.org/10.18316/rcd.v9i17.3742

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