Ethnographic Analysis of Art in Daily Life: Implications for DIA Communications

1. Ethnographic Analysis of Art in Daily Life:Implications for DIA Communications August 2006 P0652

2. Objectives and Method • Objectives • A cultural analysis of visual art consumption • Explore consumer understandings and beliefs about art • What are its emotional and symbolic values? • How does art relate to other visual aesthetics in their lives, e.g., fashion, automobiles, home design? Or other forms of creative expression, e.g., crafts, film? • Wishes or desires of art in their lives? • An ethnographic exploration of art in daily life • How is art ‘consumed’, e.g., art fairs, art purchases, window shopping, books, going to museums? • When/how is art part of life? • What is easy and what is hard when it comes to art in daily life? • Role of museums vs. fairs vs. other ‘art’ venues? • Implications for DIA communications • What values, symbols, ideas are most resonant? • How best to ignite interest and motivate a trip to the DIA www.practicagroup.com

3. Objectives and Method • Method • In-Home Ethnographic Interviews • N=17; Detroit metro; July, 2006 • 3 hrs, videotaped • About half included other HH members (children and/or spouse); included home tours and some included out and about visits • Homework: Ode to a piece of art in their home • Respondents • All respondents • HH income 75K – 150K+ • Oakland County (11), Ann Arbor (2), Gross Pointe (4) • Mix of working and non-working; college+ • Rate ‘visual arts’ 5+ on a 10 point scale; engaged past year in performing or visual art venues, but have not been to a Detroit metro art museum in past year (15 of 17) • ‘Suburban Moms’ (n=12) • Women, 25-44, with children 5-12 • Married • Included 2 African Americans and 2 Asian respondents • Traditional Target (n=5) • Women, 45-55, married and not • If kids are at home, then 16+ years old www.practicagroup.com

4. Part I: The Frame for Life Today (Elusive) Values that MatterEveryday Life“Getting Away”

5. (Elusive) Values That Matter • Values that matter include stretching your mind. • Not to be complacent, to be open to new ideas • “You always need to be growing…to get out of your box” • Through, for example, work, parenting, pursuing kids’ interests; books, magazines, internet; home rehabbing; travel • To recognize the larger world, accept different ways of doing, thinking and being • “I want my kids to know shades of grey, not black and white” www.practicagroup.com

6. (Elusive) Values That Matter • Finding sanctuary is also key. • Peace and calm are elusive but desired… • “Where I need to be” • “I would love to feel that calm” • “You have to create these moments, to look for them, because everything else is all rushing” • To be centered by sensory experience • “I bet she’s listening to the birds, she feels the heat of the sun, the warmth of the rock” • “Feel that sensory experience” • “Silence and beauty centers me” www.practicagroup.com

7. (Elusive) Values That Matter • Creating a sense of family also critical for this audience. • Investing in relationships was an explicit priority voiced by all our respondents • “Spending time together” • “Growing together” • Shared time with loved ones (could be parents, children, nieces, nephews, siblings, friends…) • A continual challenge because of the transitional nature of life… • Of younger children maturing, of older chiildren’s autonomy, of children leaving for college • Of parental illness or death • Of jobs, new jobs www.practicagroup.com

8. Everyday Life • Values that matter can be elusive in daily life in part because… • Life is in constant motion • Juggling work, family, kids, home, social life • “Home is so much about work, chores, things that need doing” • “Constant running” • If parents, life is wrapped around kids’ activities • When both parents work, even more motion… • Life is uncertain • Never knowing what will be coming your way • Changing terrain at home (kids growing, leaving; parental illness) means uncertainty is a constant • Trying to prepare for it, “staying on top” www.practicagroup.com

9. Everyday Life • In the constant motion and hedging against uncertainty, it often feels that life is taking place on the interstate vs. the back roads. • Where efficiency, speed, productivity are maximized • E.g., kids’ classes, activities, chores, sports, not to mention work, careers, needs of extended families • No time for the meandering, wandering that occurs when you take the back roads • Though not for lack of desire, “I’ve been practicing very hard to leave work at work” “This picture represents all the driving I do everyday – work, clients, chauffeuring my kids to school to classes, birthday parties…I’m always moving.” www.practicagroup.com

10. Everyday Life • Paradoxically, despite the activity level, everyday life isn’t particularly ‘open’ (to ideas, new ways of doing, other ways of thinking). • Structured, encapsulated, with little room to maneuver • “I sometimes think I live in a bell jar” • “Where is the color, the imagination?” • Routinized • “A daily grind” • Even ‘fun time’ is structured • “This past Fall was football [son’s activity, husband’s obsession] punctuated by Show Choir [daughter’s activity] performances” The bell jar…living in our own little world www.practicagroup.com

11. “Getting Away” • “Getting away” is a symbolic arena opposed to Everyday. It is a search for centering and perspective – to regain what daily life strips away. • The primary context for ‘Getting Away’ is vacation. • Practically, e.g., away from “all the noise, phone ringing, congestion” • Symbolically, e.g., immersing yourself in some ‘other’ kind of experience, and being transformed or enriched in the process • The more structured and ‘interstate’ daily life becomes, the more vacation becomes a literal and emotional antidote • “I save [myself] up for this” • Getting Away = activities rarely done in everyday routines, whether fishing, hiking, kayaking or art purchases, museums, different foods, theatre, concerts • Getting Away = travel (typically), itself a means for imagining another time or place or self or way of thinking, e.g., the Klondike miners’ path, glaciers, a Buddhist temple, the Caribbean, Alaska, “up North” X www.practicagroup.com

12. “Getting Away” • ‘Getting Away’ is, in fact, just as structured as the Everyday, but by a different set of values… • Getting Away is not only about escape, rather it is the means by which to reconnect with what really matters… • Getting Away is a symbolic and experiential space removed from daily experience • It invests the Everyday with some of those properties…inspiration, nourishment Everyday Efficiency Productivity Speed Responsibility Getting Away Experiencing anew Stretching your mind Creating ‘family’ (re)Invests relationships Nourishes the spirit Inspires www.practicagroup.com

13. Part 2: Domains of Aesthetic Pursuits Travel is a Metaphor for Aesthetic ExperienceDomains of Aesthetic Experience

14. Travel is a Metaphor • Travel is the articulated metaphor for aesthetic experience among our respondents. • Aesthetic experience is articulated as a journey, by all our respondents • Separation: You go somewhere in your head • Transformation: You transform yourself in the process • Re-integration: You come back to daily life a different person End Benefits: ‘Everyday’ is enriched Personal enrichment Peace Serenity Harmony Spirituality A sense of wonder Inspiration Noticing beauty Strengthening social relationships Socialization of children A Journey of the Imagination (“Getting Away”) For this audience, the journey of aesthetic experience is a form of “Getting Away” www.practicagroup.com

15. Travel is a Metaphor • The Everyday is enriched: Aesthetic experience away from home is brought back and used to invest the home, daily routine or job with its power, thereby enriching it. • For one’s job • “I get a lot of inspiration for hair coloring from outside. The color of Fall leaves, the progression of color – I do that on people’s hair… Or I look at the feathers on a bird and try to get the hair to lay just like that.” (Hair stylist) • One’s garden • “I love to garden – taking something dull and transforming it into a beautiful landscape. Going on garden tours gives me inspiration for my own endeavors… It’s interesting to see what people can come up with. Just taking the everyday and making it beautiful.” • One’s daily life • After a trip “up north”, “[The emotions are] happy, excited, peaceful, motivated. It inspires me to go home and inject some of that into my [daily] life.” www.practicagroup.com

16. Domains: Travel • Travel is also a primary venue for engaging in aesthetic experience. • Whether a day trip, weekend or weeks • Both Nature and Culture are travel’s destination The Vision of Another Culture To experience first hand the imaginative space of another society – architecture, food, dress, spaces, artistic expression, modes of interaction… The Vision of Nature “Gives you space to think about your life” Re-connection to a larger world of life Map of the West Indies displayed on a wall “I have a real appreciation for the beauty of creation. I can sit for hours and look at water. It’s never the same thing twice.” “It’s just so peaceful and calm… It’s the tranquility you feel…I just love being at peace and I try to get it whenever I can.” “Take Ireland, for instance. The towns are incredibly clean, there are window boxes with flowers everywhere. Even businesses have flowers everywhere. It’s so green, there is so much countryside. You know you’re in a different country…it’s like a living museum… It gives you a sense of wonder, like being a kid.” www.practicagroup.com

17. Domains: Home • As the primary site for self-expression and the construction of identity (of self and family), home becomes a venue for aesthetic pursuits. • Individually crafted • By way of materials, textures, colors • To achieve visual pleasure The marble foyer, the cherry hardwood flooring; a reason the owner fell in love with the house Portrait of her daughters framed by the couch and color of the pillows The color coordination of the rug and the couch www.practicagroup.com

18. Domains: Home • As the primary site for self-expression and the construction of identity (of self and family), home becomes a venue for aesthetic pursuits. • A collector of objects • In the form of craft, decorative objects, or art that are valued on their own, but then integrated into an overall aesthetic of the room. Pewabic tile collected by the owner and then used when the floor tile was redone. An example of art in her home. The Nepalese rug that greets her each time she walks in the front door, taps the soul through visual senses; a source of marital discord when her spouse discovered the price. Knowledge about its weavers and the technique added to its sense of ‘art’. The portrait obtained in the Dominican Republic, a gift from her father, put in the living room; the fireplace wall painted this color explicitly to coordinate with the portrait Restored 1950s Herman Miller table and chairs “makes me happy every time I look at it” www.practicagroup.com

19. Domains: Home • As the primary site for self-expression and the construction of identity (of self and family), home becomes a venue for aesthetic pursuits. • A collector of objects • In the form of artifacts locatable in time and space • Belonged to a relative, handed down as a gift… • In their presence and use, recreates other times and other spaces Minstrel figurines from a collection of objects depicting African-American history A grandmother’s gold leaf tea set or silver setting www.practicagroup.com

20. Domains: Home • Nonetheless, aesthetic pleasure at home can be elusive. • The promise (and not) of art or music… Son’s painting is displayed with family photos because he struggles so much with art, unlike her daughter who is prolific (below) The absence of anything, including color, on this living room wall a source of embarrassment. After 2 ½ years in the house, it’s still barren; life is too busy. A symbol of what matters, rather than what occurs in daily life www.practicagroup.com

21. Domains: The Outdoors • Home often fails in giving aesthetic pleasure because home life (Everyday) intervenes, rendering the contents less visible… while the outdoors retains visibility. • Gardens: recognize a creator’s vision and the technical know-how to bring it to fruition • “How could you not feel better here?” • Creates or provokes a state of mind or being – of peace that then yields perspective • Could be one’s own backyard (or not), a neighbor’s yard, a local garden Frustration with inability to make the garden an aesthetic form, despite yearly efforts Gardens that are admired – shapes, textures, depths, height, ongoing color… www.practicagroup.com

22. Domains: The Outdoors • Gardens Sitting on the swing at the end of the day (in the recently landscaped yard). This is where peace and serenity are found which, in turn, recharge, refresh. www.practicagroup.com

23. Domains: The Outdoors • Home often fails in giving aesthetic pleasure because home life (Everyday) intervenes, rendering the contents less visible… while the outdoors retains visibility. • Beyond gardens • “I drive around looking for beauty… I go to aquariums and look at the colors of fish. I go to the zoo – they have a butterfly house– I look at the iridescent colors. I go to the pet store and look at birds… Sometimes, when I’m driving at night, I’ll look at the moon. It looks so different at different times. It has so many different colors.” On the boat at the end of an evening… or could be just driving on Lake Shore Drive www.practicagroup.com

24. Domains: Elsewhere • Outside of home: each of these venues offers a promise of aesthetic experience – Getting Away, for this audience. Concerts, "how can such powerful sound create such serenity?” Churches, the original sanctuaries Libraries, by virtue of books and, increasingly, activities and outdoor spaces targeted to fostering ‘open-ness’ and ‘creating family’ www.practicagroup.com

25. Part 3: The Meaning of Art (Visual)ArtArt VenuesArt Museums

26. (Visual) Art • Art is valued as a process. • Creating art is valued because of its perceived impact on personal development • A means of expression distinct from verbal  confidence in self-expression • A means of expression totally your own  creates a desire to explore (in life) • A process that fosters experimentation (in life) • About appreciating kids’ points of view… • “Brings joy into our house on a daily basis” Art piece-of-the-week goes on the’ fridge www.practicagroup.com

27. (Visual) Art • Art provides a window into other people’s heads…and your own. Ode to My 4 year Old’s Drawing I was in my grape house sleeping When I heard something outside creeping I opened the door To go explore Aliens were coming And so I was running I was just hoping there were not more coming. The three eyed aliens were green And they sure did look mean They had a purple spaceship, They had made a long trip. This was my son Jason’s story That he drew at school There were lots of details that made it quite cool. Carry me back to the days that have past And the wondrous stream my memories can’t forget This time is frozen but not forgotten by me Longing for the calm that makes me feel free. The tree weeps but only my tears fall I long to break the air as I dream of being so serene Most are unaffected by your beauty but I can’t forget. I am rejuvenated. It sets my spirit free. The sky embraces you warm and still Only if I could rest under you Deep rooted soul could I feel complete Even when the tree is sleeping it is free. www.practicagroup.com

28. (Visual) Art • Art in homes speaks… you allow it to engage you… • An ongoing conversation framed by life and life’s values • “Whenever I come home, I look at that picture (in entryway). It represents who I think I am. I see something different everyday.” • Works of art in the home can function as symbols of relationships, shared time, loved ones, and personal journey – deriving from the original consumption occasion or personal connections to the maker A watercolor of a Buddhist monastery obtained in the context of an impulsive adventure to a monastery outside of Osaka when in Tokyo on business. “That was painted by my great aunt. Most of the paintings here are hers…It’s really beautiful. It has family history and it has lots of memories. The kids like it too.” www.practicagroup.com

29. (Visual) Art • Art in homes speaks… you allow it to engage you… www.practicagroup.com

30. (Visual) Art • Art in homes speaks… you allow it to engage you… www.practicagroup.com

31. (Visual) Art • Importantly, there is a belief that “artistic expression is part of being human”. • Visual art symbolizes openness (stretching the mind…) by its very existence • An idea, a vision and its expression, “Knowing that someone made it, that they put their unique idea into it, their vision. You identify with what they did and you’re like, ‘Oh my God, I love it.” • A transformational experience: Beauty  thought provoking and/or revitalization of all the senses  spiritual renewal and/or means to see things differently • “It can make or change your mood” • “[Going to the DIA], puts me in a different state of mind. Just going beyond where I am now.” • “Art is something that can take you somewhere else” • “Beauty allows us to become part of what we’re looking at” • Anselm Kiefer painting, “so passionate, so much feeling in it that I lose myself… and then I get calm and centered” www.practicagroup.com

32. (Visual) Art • “Artistic expression is part of being human” • Consuming art is a form of “Getting Away” – a journey in which personal transformation occurs • (What’s important about art?) “It’s visually pleasing. It gives viewers a certain kind of experience. Serenity, beauty, inspiration…it’s like the feeling I get on my vacations.” • In the consuming, it is often a personal transformation End Benefits: ‘Everyday’ is enriched Personal enrichment Peace Serenity Harmony Spirituality A sense of wonder Inspiration Art Strengthening social relationships Socialization of children A Journey of the Imagination (“Getting Away”) www.practicagroup.com

33. Art Venues • Kids: A venue for creating and consuming art • At school, at home, at day care • Is saved, framed/displayed, applauded • For everyone, doing art is “expanding their horizons” “At her daycare, they have lots of art projects. The teacher takes digital photos and emails them to me at work. One was of her (6m old) painting. They’re growing their imaginative life, not just being baby sat. I like that they’re doing stuff, that they’re learning.” www.practicagroup.com

34. Art Venues • Vacation: a framework for exploration • Cruise ship seminars, museum shops, street fairs are all venues for consuming art on vacation • The pieces then become symbols of the shared experience at home • Importantly, they are symbols of ‘openness’ that, when brought home, invest the Everyday world with meaning • Of a time and space that was out of the ordinary and into someplace else Print of a marketplace; family trip to the Caribbean Torquay print; purchased while on a cruise with girlfriends www.practicagroup.com Renoir prints; trip with spouse to Paris

35. Art Venues • Vacation: a framework for exploration Original watercolors of indigenous Alaska flora, from a family trip to Alaska; hung in family room. Purchased on her honeymoon; particularly likes the art within art references characteristic of this artist www.practicagroup.com

36. Art Venues • Art fairs/street fairs: fun and festivity • Can be a family event • Model art consumption for kids in a way that is ‘fun’ • “I like the freshness of it. You’re outside, in nature, in the sun. It takes your mind away. And I love the feeling of being with family and friends.” • Easy… • For kids (can run, eat, take a break) • To talk (to artists, to friends, to each other) • To express opinions • To learn without “learning” Purchased at a street fair in Nice www.practicagroup.com Ann Arbor art fair Purchased at a street fair in Paris

37. Art Venues • In sum, art is consumed in lots of venues (beyond museums) – venues that occur in daily life and occur when away. • Art is always consumed in a matrix of larger life values • Consumed during vacations and brought back into the home as talismans of journeys ‘away’ • Consumed at art fairs as a means for creating family or as personal enrichment • Art finds its way to ‘fridges and walls • Thereby re-creating original experiences whenever it is noticed or commented on • Through young children, the significance of art is re-created in daily life How do art museums fit as a venue in these respondents’ lives? www.practicagroup.com

38. Art Museums • Art museums are ‘high’ culture – a status granted by all respondents. • High class • “I think swanky movies or the Thomas Crown Affair”; “I think of charity auctions, sipping champagne” • Location of a first date for one of our respondents, “we were trying to impress each other” • Revered because of its special place in life and society • Linked with personal histories • “My grandmother would take us to the DIA and historical museums when we were kids… I used to think it was the greatest thing to go down there – to Detroit… We would stay for a week. We’d tell them [grandparents] where we wanted to go and they’d take us… Every summer, we’d be there with my grandmother. It was a ritual. My time with her was definitely important in introducing me to aesthetic things.” • In high school we used to hang out at the DIA… we’d look at different things and say, ‘hey, that’s awesome, look at that’.” • Linked to travel (i.e., pursuits of personal and familial transformation) • “When you go on a trip, [art] museum-going is a good thing to do. It’s the highlight of the city…It’s the way I was brought up. It makes you well rounded. It exposes you to different things. It enlarges your experience.” www.practicagroup.com

39. Art Museums • Art museums are ‘high’ culture – a status granted by all respondents. • A transformative space • Visiting an art museum is a spatial and aural, as well as visual, experience. The tranquility and contemplative atmosphere provides the experience of sanctuary, like a cathedral • Nourishment for one’s soul • “My husband would go to the DIA before a swim meet, just to relax before competing” • “[Going to the DIA], puts me in a different state of mind. Just going beyond where I am now.” • Ideally, nourishment for a child’s imagination • If a child seems to have artistic inclinations, then potential for shared experience with mom, e.g., “she (4 year old) just might become my partner in art appreciation… she’s like me, very visual. She notices things. She’s very observant. She makes comments on things. She’ll show me stuff – she’ll want me to see things that are beautiful.” Art museums have very positive elements (personal experiences, family histories, perceived potential to enrich their own lives and the lives of children, qualities of the space itself) – these elements are bridges to the public that can be enhanced and built on www.practicagroup.com

40. Art Museums • The corollary of “high” culture, though, can be intimidation. • Assumed to require specialized knowledge, especially by those who didn’t grow up with art museums in their lives • “I wish I remembered more about the college course in art history I took” • “I don’t know what I’m looking at” • “I feel like you need to be educated into the correct meaning of the art. With other kinds [of art], like paintings you buy, you can make up your own meaning. As a Black person… Blacks are not educated to know those stories. It’s something only whites, or people of a certain class, know about. Whereas I can go to art fairs, zoos, and out in nature and I can create my own interpretation.” • Those who grew up with art museums discovered that specialist knowledge is optional, something to take or leave • If art museum experiences were deemed essential by this group, knowledge of art history was not • “I don’t know art history, but I guess ignorance is bliss” • “[Possessing art knowledge] is like watching a movie when you’ve already read the book… but I would probably prefer not to know.” • “If you have the [art history] knowledge, maybe you get a different perspective. But I like to just look at them, see different varieties, and just spend the day.” For those who grew up with art museums, specialist knowledge was not seen as a pre-requisite for museum attendance; for the less initiated, it often was. www.practicagroup.com

41. Art Museums • The corollary of “high” culture, though, can be intimidation. • Assumed to require ‘best’ behavior • “I remember being reprimanded by a guard” (in her youth on a school trip) • “You need to be in the right frame of mind for an art museum…contemplative, thoughtful…academic. You have to be ready to learn something.” • Mothers shushing, berating, entreating children ages 5-13 in the DIA (personal observation) • “Not for kids” • “Don’t touch” Ideally, a visit to an art museum works on a personal level, a family level, a kids’ developmental level “My ideal visit? I’d take my husband and boys (5, 3) to a contemporary exhibit because there’d be a lot of technology involved. Everyone would find a piece they loved and could get excited by. We’d totally talk about it… I’d explain the process to them, like how Chuck Close paints… In reality? Steve would see it as a cost, my kids would be loud and I’d be shushing them. It would be stressful.” (Sarah, the most art knowledgeable person we spoke to) www.practicagroup.com

42. Art Museums • The corollary of “high” culture, though, can be intimidation. • Kids and spouses are seen as especially vulnerable audiences • Kids are more easily excused from art museums than other museums • Parents of small children (age 3-8) feel their children are way too young for art museums (despite the fact they are in other museums) • Parents of older children (age 9+) increasingly let their children’s interests dictate what they do • Spouses too… can often be among those uncomfortable with lack of specialist knowledge • “So we went to the Yankee game and made it a social event” (Getting Away in NY, deciding against a trip to MOMA because it wouldn’t be a treat for her spouse) • “[Art museums] have an arrogance… and an intelligence that my husband doesn’t have” Kids are too often excused from art museum attendance. This 6 year old is a productive force of art in the household. Mom couldn’t be more thrilled. Yet she hasn’t taken her daughter to the DIA, despite Mom’s own experiences in art museums. www.practicagroup.com

43. Art Museums • In contrast, other museums seem easier. • Historical museums are time machines • Artifacts are intuitively understandable in an overall narrative, which easily catalyze perspective (i.e., a sense of transformation and ensuing enrichment) • E.g., First Ladies’ gowns at the Smithsonian, Greenfield Village • “You can imagine it, you can be there… a picture is harder to locate yourself in” • What were their lives like? Where do I fit in? • Historical narratives are consonant with the goals of travel – to understand a larger world and other ways of life • Such museums firmly situate the ‘I’ and ‘we’ in experience • Good for larger groups • Good for family coming in from out of town • Good for adult-loved ones www.practicagroup.com

44. Art Museums • In contrast, other museums seem easier. • Science museums have become how-does-that-work places for kids • Discovery in the process of doing • Delight taken by parents when kids show interest …, e.g., Cranbrook Planetarium • “Their eyes are wide open…like light bulbs going on…it’s inspiring” • Feeds the values of openness and creating family In the context of local alternatives, art museums get short shrift For many, a sense that one should be going more frequently is outweighed by the calculus of other needs (kids’, spouses, family) www.practicagroup.com

45. Part 3: Implications Taking the High (Back) RoadStrategic Goals for AdvertisingThe Future This 5 year old spent 2 hours constructing this fire truck (without interruption or interrupting), but the thought of taking him to an art museum? “Oh, no, he’s too young for that.”

46. Taking the High (Back) Road • Everyday and Getting Away are the symbolic arenas framing life today • Each symbolic arena is re-created by actual behavior • E.g., the routines of daily life continue to reinforce and recreate values of efficiency, speed, productivity • E.g., the missions of vacations (literally getting away) reinforce and recreate values of openness, discovery, sanctuary, nourishment • The contrasting values and subsequent behavior aligned with each arena serve to give each domain separate symbolic significance • Nonetheless, ‘Getting Away’ happens in daily life (just as ‘Everyday’ happens while away) • When someone notices a garden while walking the dog, a moon at night in the yard, contemplates a field on the commute home, focuses on a bird’s feathers, feels sanctuary at church, feels awed by the lake driving along Lake Shore Drive… OR, feels like family has been strengthened or a child has experienced an ‘aha!’…‘Getting Away’ has occurred (and is recognized as such) • (Similarly, the grind of routine can occur in travel – the venue for ‘Getting Away’) ‘Getting Away’ in daily life is the exception… though highly valued This is the space to be claimed by DIA www.practicagroup.com

47. Taking the High (Back) Road • Aesthetic pursuits are always journeys of the imagination, that live symbolically in Getting Away (even if this happens in daily life). Everyday Efficiency Productivity Speed Responsibility Getting Away Experiencing anew Stretching your mind Creating ‘family’ (re)Invests relationships Nourishes the spirit Inspires The DIA exists in the symbolic world of “Getting Away” NOT “Everyday” The DIA has the potential to inspire, invest relationships or nourish the spirit (even if consumed on a daily basis) The DIA is equivalent to taking the back roads… www.practicagroup.com

48. Taking the High (Back) Road • The significance of (visual) art is uncontested by these target audiences • It is part of ‘Everyday’ through children and in its display in homes • It is consumed in ‘Getting Away’ venues – art fairs, vacations, museums in other places • It lives in their homes, as aesthetic contributions, as symbols of ‘Getting Away’ experiences • It is, in the viewing, an imaginative journey Yet ‘art museums’ are NOT a venue of first choice in daily life (for this audience) For enrichment of children, other museums come first For creating a sense of family, DIA competes with art fairs, science/historical museums, dinner with friends, movies, camping, fishing… For nourishment of the self, the DIA competes with family interests If art museums are especially relevant when on vacation or other ‘Getting Away’ venues, the DIA has to capitalize and leverage its credentials for ‘Getting Away’ www.practicagroup.com

49. Strategic Goals for Advertising • Advertising must inspire the feelings and values of aesthetic experiences • The flights of the imagination.. the nourishment of the soul (serenity, peace, tranquility, wonder, inspiration…) nourishment of the child’s soul… End Benefits: ‘Everyday’ is enriched Personal enrichment Peace Serenity Harmony Spirituality A sense of wonder Inspiration Art Strengthening social relationships A Journey of the Imagination (“Getting Away”) Socialization of children The strategic goal of the campaign should be here…………………..Not necessarily here (yet) The DIA is “Getting Away” (in daily life) Going there means a little bit of it can be brought back into the Everyday, in the form of inspiration, centeredness or just a change of mood; it is nourishment. www.practicagroup.com

50. Strategic Goals for Advertising • For the visually inclined, DIA pieces could speak, on their own, without ‘official’ curatorial translations… • In communications, let the pieces ‘speak’ for themselves just by what they are; foreground their power to engage the senses, to have conversations with their viewers • In which specialist knowledge is immaterial • Everyone knows art museums have ‘the best’ (such is the vulnerability when I can’t ‘appreciate’ ) • The power is in their visual presence, their capacity to engage, NOT in mastering their pedigrees This is the goal of a campaign The DIA is “Getting Away” This is an audience who notices and appreciates visual art and aesthetics already Provoke them to tap their feet, feel a presence, notice a detail… Possible if the onus of ‘specialized knowledge’ is stripped away www.practicagroup.com