The Venice Biennale, French porcelain and historical retrospective on marketing and expertise in the field of fine arts

Abstract

The relevance of this article is based on shaping new modern world’s market relations one of which is the art market. The aim of the research is the analysis of the marketing interrelations and tendencies in the market of the 20th-21st centuries together with the previous historical periods. In order to hit the goal of the research, theoretical, empirical and comparative researching methods have been used. It sets theoretical foundations of the visual arts marketing and the ways of their practical application. Already before the modern art market as an element of a total capitalistic market came to exist, the movement of visual art works, in the ancient epoch, included elements of marketing approaches and technologies caused by the then-existing processes of sale and purchase of art works, their exchange and collecting. The article is about the expertise of their quality and originality; definition of the already existing methods of promoting art works in the society. It is worth paying a particular attention to ceramic products like porcelain (china) that, in its turn, occupies an important place among art works, together with paintings and sculptures. In the beginning of the 18th century, the porcelain arrived to Europe from China. Collectors have for three centuries admired porcelain products. It should be admitted, there is a particular category of the Venice Biennale visitors. They are porcelain collectors. The practical value of this research stays in the analysis of the marketing instruments in the modern art market for the benefit of not only modern artists but also of the managers of all levels who work in the field of visual arts, at exhibitions, for companies producing collection ceramics tableware, at auctions and in the world’s museums