安迪˙沃荷的影像藝術理念沿用於當代數位行銷之探討

A Study on Andy Warhol's Philosophy of Video Art Used Along Contemporary Digital Marketing

回溯60年代的美國普普藝術家安迪・沃荷（Andy Warhol），是位影像傳達文化創意的先知者。他曾言：「在未來，每位人都能成名十五分鐘。」“In the future everyone will be famousfor fifteen minutes.”，在當時文化背景下，應用攝影機拍攝日常瑣碎的事，頓時顛覆了一般大眾對於影像的既定風格，並衝擊著美國大眾文化；類似今日的網紅明星，便是以網路商業行為透過「廣告傳播」進行數位行銷並掌握商機，反映出當代網路影響著每個人的生活。
本文以文獻分析法，回顧安迪˙沃荷的影像藝術作品與搜尋網路影片，比照現實中網紅「Youtuber」與「明星代言」等案例，透過數位行銷拍攝「食、衣、住、行」等手法，流行蔚為風尚，在安迪˙沃荷的鏡頭下，讓觀眾留下深刻印象，並重複地透過影像再現大眾文化，從中帶動文化經濟產業的發展。在此，研究者採用三角驗證法進行文獻資料分析並提供佐證。
當代是以數位行銷與影像藝術並存流行的年代，這是以「人」作為文化創意與藝術創作的核心，以「影像藝術」作為創作理念的表現形式，以「數位行銷」作為商業行銷的媒合工具，讓觀眾參與到藝術創作者的互動模式，猶如當代網紅Youtuber是最有效的數位行銷方式，加上網路電商環境的發展下，讓許多消費大眾習慣於在網路上做購買行為，於是帶動了影像藝術的網際網路數位行銷的發展，例如Google、Facebook、YouTube、Instagram、Twitter、TikTok、Line……等社群軟體，成為影像藝術數位行銷的新工具，造就了反覆不斷的藝術生產鏈，具有可觀的文化經濟效益，此即是所謂文化經濟學的「安迪沃荷經濟學」的沿用。

Andy Warhol, American pop artist in the 60’s, was a pioneer in conveying culture and creativity through images and videos. He once said,“In the future everyone will be famous for fifteen minutes.”Back in his time, putting trivial daily lives on camera was a style that subverted the general public’s expectation and clashed with the pop culture of the United States. Today, however, the internet has influenced everyone’s life and digital marketing is ubiquitous as internet celebrities become influencers who not only bring a loyal fanbase to advertisers but monetize their personal brands online too.
This article uses literature analysis to review Andy Warhol's video art works and search foronline videos, and compares the actual cases of Internet celebrities such as ''Youtuber'' and ''star endorsement'' to shoot ''food, clothing, housing, transportation'' through digital marketing.”and other techniques have become popular. Under the lens of Andy Warhol, the audience is deeply impressed, and the popular culture is repeatedly reproduced through images, thereby driving the development of the cultural economy industry. Here, the researchers used the triangulation method to analyze the literature and provide supporting evidence.
Digital marketing and video art coexist in the contemporary era. This is a new mode that allows interaction between spectators and artistic content creators, with humans being the core of cultural creativity and artistic creation, video art being the expression of creative ideas, and digital marketing being the medium of commercial marketing. YouTubers are the best example of effective digital marketing, whose influence, bolstered by the thriving of e-commerce, makes the general public grow more and more accustomed to online shopping and leads to the flourishing of digital marketing. Social media like Google, Facebook, YouTube, Instagram, Twitter, TikTok, and Line have become new tools for digital marketing and created asustainable artistic production chain that can bring considerable gains to the cultural economy. The so-called Warhol Economy perfectly explains how this new mode of cultural economy works.