Image of the Artist – Art Market Assignment
The Why: The Art Market, in general, and Auction Houses, more specifically, go a long way in shaping the public’s perception of artists. However, it is often difficult to recognize the ways in which they accomplish this. We know, of course, that their goal is to obtain the highest price but they are skilled at ensuring they approach each sale uniquely to give themselves credibility and maximum profit.
The What: You will choose 2 recent auction moments from major houses and compare the ways in which they position each artist in their online information. This should include releases that come out before and after the sale and could extend to wider press coverage as well. How does their language differ between the 2 artists? Is there a sense they are tailoring their lots to certain buyers? What are they using to their advantage?
The Specifics:
· Ensure that your name, student #, course #, and final word count (1000-1500) appear on the first page.
· The 2 artists you compare must differ in gender and/or culture. I have generously provided you with examples below but I encourage you to seek out your own, especially if there is an artist of particular interest to you.
· This assignment assesses your ability to follow instructions, amass information independently, and think critically about the power of language.
· Academic integrity is essential. See our syllabus and the UVIC Calendar for details. Understanding what constitutes a breach of this integrity is your responsibility and is vital as it could result in a failing grade or worse.
