藝術與商業行為-從威廉莫里斯到安迪沃荷
The behavior of art and commerce：from William Morris (1834-1896) to Andy Warhol (1928-1987)
摘 要
從英國工業革命開始，人類的生活型態農業轉為工業，直到現今過著都市型態為主的現代生活。由於社會結構快速地轉變著，使得商業活動不斷地擴張，進而高漲了資本主義意識；加上科技的進步及媒體、網路的資訊傳達，促使人類不分種族與區域達到全球性的同步化。本文所要探討的是，「藝術」因時代潮流的轉變，所服務的對象已從王家貴族擴及至普羅大眾，它已經不再是少數人欣賞的權利；藝術也因而反映出其時代精神，透過作品題材的詮釋到新媒材的運用，它也不再是單一的表現形式而已。從威廉．莫里斯(William Morris，1834~1896)到安迪．沃荷(Andy Warhol，1928 ~ 1987)的作品，讓我們瞭解到與商業結合的藝術家們而取而代之越來越成功。再者，商業行為是生活所需的一種社會模式，而藝術家們面臨不同階層的人士，時尚文化、消費行為，以及創意、生產到市場行銷的種種問題，藝術家如何平衡著藝術原創性與商業利基，這正是一個極大的考驗與挑戰。
關鍵詞：工業革命、美術工藝運動、新藝術、普普主義、經濟美學
ABSTRACT
The start of the British industrial revolution, spreading from Europe to the rest of the world, the human race evolved from agriculture to industrialization, living in a socialized module of modern city. Due to the fast changing structure of society, from monarchy to democratic, the self value of an individual has risen, causing the vast expanding of commercial activities, the rise of awareness for capitalism. In addition, the advancement of technology, through media and internet has synchronized communication within people of difference places and races. The main topic discussed here will be “art”, which has transformed due to the change of times, its servicing audience ranging from the royals, nobles to the proletariat populace, is no longer a right owned by the small minority. Art, who also reflects the spirit of its time, from the topics to the new materials used, is no longer bounded to a single performing style. An artists’ work is also diverse, from William Morris (1834-1896) to Andy Warhol (1928-1987), we came to realize that artists gain their success through combining with commerce, and is becoming more and more common. Moreover, the act of business, is a social module that allows many people to obtain their living needs, and in a century of globalization, from creativity, production to the vast changes presented on the markets, as well as the effects upon the different levels of the proletariat populace, the fashion culture and the relations between consumers are tightly intertwined and affecting one and another. These various obstacles will be the test of how to balance between the originality of art and the profitable commercial niche, presenting with challenges that an artist will have to face.
Keywords : Industrial Revolution , The Arts & Crafts Movement, Art Nouveau, POP Art, economy beauty.
引用資料來源:
〈藝術與商業行為-從威廉莫里斯到安迪沃荷〉(The behavior of art and commerce：from William Morris (1834-1896) to Andy Warhol (1928-1987)，《2008新異象論壇藝術論文集NO06-B》。台北：中華民國後立體派畫會。2009。頁91-100。版)。
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