The Visual Arts in Society: Their Role in Marketing Communication and Shaping Social Attitudes

Purpose: The purpose of the study is to show the dual role of visual arts in Society 5.0 on the one hand, its impact as an instrument of marketing communication and, on the other, as a factor shaping the recipients' attitudes toward social and economic processes. Design/Methodology/Approach: The following research questions have been formulated: Can marketing components be employed in art creation to involve people and encourage them to change their social attitudes? Why should people's emotions and experiences be considered necessary in marketing approaches? To find answers to these questions, desk research and research through design were implemented in this study. Findings: The investigation results showed that visual arts could play a dual role in society, as a tool of marketing communication and shaping social attitudes. People's emotions and experiences should be considered necessary in marketing approaches to reach the expected purchasing decisions. The novelty of the findings is connected with an interdisciplinary approach to marketing communication. Practical Implications: This study has implications for how policymakers and managers could encourage citizens to participate in the arts by using the arts themselves. Furthermore, visual analysis and exploring visual media is a new interdisciplinary way of exploring the topic. The study's practical implications are connected with the possible application of the artistic poster in marketing communication on the service market. Originality/Value: To the best of the authors' knowledge, this is the first time that research through design has been applied as a dialog searching between the arts and society, including marketing communication.