BUSINESS MARKETING REVIEWER
WHAT IS MARKETING?
 Marketing is the art and process of developing, executing,
and maintaining an exchange relationship. You begin with
attracting the customers, building a relationship with them,
and finally keeping it by satisfying their needs.
TRADITIONAL CONCEPT
The term’traditional marketing’ can be expressed as the
business activity through which goods and services directly
move from producers to consumers or users.
MODERN CONCEPT
The term ’marketing concept’ can be expressed as the
achievement of corporate goals through meeting and exceeding
customer needs better than the competition.
According to Philip Kotler the term ‘marketing’ is a social
and managerial process by which individual groups obtain what
they need and wants through creating, offering and freely
exchanging product and services of value with others.
NATURE OF MARKETING
HUMAN ACTIVITY: Originally, the term marketing is a human
activity under which human needs are satisfied by human efforts.
It’s a human action for human satisfaction.
CONSUMER- ORIENTE: A business exist to satisfy human
needs, hence business must find out what the desire of
customer (or consumer) and thereby produce goods & services
as per the needs of the customer. Thus, only those goods should
be produce that satisfy consumer needs and at a reasonable
profit to the manufacturer (or producer).
ARTS AS WELL AS SCIENCE: In the technological arena,
marketing is the art and science of choosing target markets and
satisfying customers through creating, delivering, and
communicating superior customer value. It is a technique of
making the goods available at right time, right place, into right
hands, right quality, in the right form and at right price.
EXCHANGE PROCESS: All marketing activities revolve around
commercial exchange process. The exchange process implies
transactions between buyer and seller. It also involves exchange
of technology, exchange of information and exchange of ideas.
STARTS AND ENDS WITH CUSTOMERS: Marketing is consumer
oriented and it is crucial to know what the actual demand of
consumer is. This is possible only when required information
related to the goods and services is collected from the customer.
Thus, it is the starting of marketing and the marketing end as
soon as those goods and services reach into the safe hands of
the customer.
CREATION OF UTILITIES: Marketing creates four components of
utilities viz. time, place, possession and form. The form utility
refers to the product or service a company offers to their
customers. The place utility refers to the availability of a product
or service in a location i.e. Easier for customers. By time utility, a
company can ensure that products and services are available
when customers need them. The possession utility gives
customers ownership of a product or service and enables them
to derive benefits in their own business.
GOAL ORIENTED: Marketing seeks to achieve benefits for both
buyers and sellers by satisfying human needs. The ultimate goal
of marketing is to generate profits through the satisfaction of the
customer.
GUIDING ELEMENT OF BUSINESS: Modern Marketing is the
heart of industrial activity that tells what, when, how to produce.
It is capable of guiding and controlling business.
SYSTEM OF INTERACTING BUSINESS ACTIVITIES: Marketing is
the system through which a business enterprise, institution or
organization interacts with the customers with the objective to
earn profit, satisfy customers and manage relationship. It is the
performance of business activities that direct the flow of goods
and services from producer to consumer or user.
MARKETING IS A DYNAMIC PROCESES: series of interrelated
functions: Marketing is a complex, continuous and interrelated
process. It involves continuous planning, implementation and
control.
Scope/Functions of Marketing: The term scope of marketing
can be understood in terms of the functions of the marketing
manager. The major purpose of marketing manager is to
generate revenue for the business by selling goods and services
to the consumers.
Functions or scope of marketing in business
1. Research Functions:
(i) Marketing Research: This is a primary function of marketing.
In developing world economy, we can not survive without market
research and analysis. In marketing research, we predict the
buyer’s behavior, habits, taste, preferences, other substitute
products, different income groups in society, etc.
(ii) Product Planning and Development: The growth of any
marketing division depends upon the nature of the product
demanded by the buyers. The product must be so developed and
designed that it meets the requirements of the buyers.
In this way, marketing research mainly focused on knowing the
needs of customers and according to these, we can ensure
planning, growth, and development of the product.
2. Exchange Functions:
(i) Buying and Assembling: Firstly, resources are purchased for
production by the industrial businesses and finished goods are
purchased for resale by the commercial businesses. The
essential role of marketing development is to supply the
necessary information regarding the preferences and needs of
customers.
In the process of purchasing, it makes coordination between
marketing officials and purchasing officials to purchase the right
resources at the right time in the right quantities.
(ii) Selling: Selling is a kind of routine activity. It consists only the
physical movement of goods and services. It stresses upon
maximization of profits through maximization of sales.
3. Physical Supply Functions:
(i) Standardization, Grading, and Branding: In standardizing
process, marketers establish a basic measure to which products
must have to be designed. Grading is the process of separating
the goods according to established specifications to determine
the grades. When producers supply their goods by well-defined
names is called branding.
(ii) Packaging and Labelling: The packaging protects goods from
unnecessary problems and also provides necessary information
to our buyers. Labeling is a part of the packaging. Through
labelling, a manufacturer communicates grade, brand, weight,
and other things about the product.
(iii) Storage: Storage helps to store the goods in an optimum
quantity and also provide the full safety to our manufactured
goods.
4. Facilitating Functions:
(i) Financing: Financing is a term by which the company can run
our business because it provides the working structure to the
company. With the proper fund of finance, the company can
easily purchase the raw materials and can pay the expenses.
Various commercial banks, industrial banks, co-operative
institutions, consumer-credit co-operative centers, etc., provide
financing facilities for dispersion of working capital.
(ii) Salesmanship: Without the art of salesmanship, we cannot
sell any product sequentially. Through various techniques of
salesmanship like demonstrating, personal selling, sample
distribution for measuring qualities of a product and taking
feedback of customers, a salesperson finds out what his buyers
need and does his best to meet it.
(iii) Advertising: Advertising is an important term of marketing.
Through advertising, a seller communicates a message about
the product and promote its sale. A seller uses various modes of
advertising like magazines, newspapers, hoardings, radio,
television, and so on.
(iv) Marketing Information: Marketing managers require a lot of
correct and accurate information. This information becomes the
foundation of many decisions in marketing.
Marketing information makes a seller know when to sell, at what
price to sell, who are the opponents, etc. In the modern business
environment marketing information is the primary source for
making business decisions in marketing.
The marketing concept means whenever a company plans and
implements to maximize profit by boosting sales, meeting
customers’ needs, and surpassing competitors. The goal is to
devise a situation that serves both parties; the customer and the
company.
The idea behind the marketing concept is to predict and satisfy
the needs and wants of customers better than the competitors.
The marketing concepts were first derived from the book of
Adam Smith, Wealth of Nations. However, it remained
unexplored to the world till the 21st century.
Needs – it is something inevitable for the existence of life; many
adverse things can occur without it. The worst-case situation
would be death. Needs cover many things, like food, shelter,
self-development, security, social belonging, self-esteem, and
respect.
Wants – wants are our desires and wishes in life; our social
setup and culture mold our wants.
Demands – when our desires, needs, and wants are backed by
our ability to pay, they become demands.
5 Basic Marketing Concepts
1. Product Concept
The core purpose of the product concept is to manufacture
cheaper products because the consumers won’t pay much price
for the products or services. So the businesses that accompany
the product concept manufacture the goods on a mass scale and
profit out of the economies of scale.
2. Production Concept
It is one of the earliest marketing concepts where the
organization concentrates on the ability of its production
processes. It is to manufacture the products cheaper to make
them ready for the mass population. The center of the production
concept is on the quantity, not the quality of the products.
3. Selling Concept
The sale concept is a very precarious strategy because it’s based
on a very weak notion that the company should sell whatever
they’re manufacturing instead of meeting customer’s demands.
4. Marketing Concept
When it comes to the marketing concept, it is customer-oriented.
It places customers in the middle of the marketing process,
discovering customers’ demands and wants, then meeting those
needs better than the competitors
5. Societal Marketing Concept
The idea behind the societal marketing concept is based on the
welfare of the entire society because it examines the strategy of
the marketing concept. What consumers need doesn’t mean that
it would be useful for them in the long term. What you need and
what is suitable for you and society as a whole are two entirely
different things.
Importance of Marketing
1. Helpful in Communication between Manufacturer and
Customers:Through marketing activities, a seller collects
various information regarding customer taste and their
preferences and changes in customer behaviour from time to
time.
2. Helpful in Profit Maximization: Profit maximization is the main
task of every business firm. Marketing makes easier to
availability of products are reduced cost at each level.
3. Helpful in Decision-Making: In modern changing economy a
seller collects information and takes accurate decisions
regarding the business. All over the marketing activities deeply
concerned with are of decision-making. On the basis of various
information seller able to take the right decision.
4. Provides Employment: Marketing activities require the
services of various enterprises such as insurance, finance,
production, transportation, research, wholesaler, warehousing,
advertising, and retailers. These services require a large number
of individuals and it provides employment to society.
5. Provides Standard of Living: Marketing activities require the
services of various enterprises such as insurance, finance,
production, transportation, research, wholesaler, warehousing,
advertising, and retailers. These services require a large number
of individuals and it provides employment to society.
Marketing Goals
Goals an essential component of your marketing strategy. They
are often the place you start. Goals set the direction for what
needs to happen for your product or service to do well in the
market and are the foundation of the plan you build to get there.
The purpose of marketing is to reach your target audience and
communicate the benefits of your product or service — so you
can successfully acquire, keep, and grow customers. So, your
marketing goals must relate to the specific business objectives
your company wants to achieve. A top-down hierarchy of goals
keeps your marketing plan aligned with the business strategy
and shows the impact of marketing.
MARKETING GOAL FRAMEWORKS
CLEAR goals
CLEAR is a goal-setting approach that combines logical and
emotional reasoning. CLEAR goals recognize the collective
power of the team in achieving outstanding results and focus on
emotionally engaging people in the work they do.
COLLABOATIVE - Create goals collaboratively to drive
momentum and internal buy-in.
LIMITED-Set goals that are limited in scope and duration.
EMOTIONAL- Choose words that make an emotional connection
with the team, so everyone embraces them with energy and
passion.
APPRECIABLE- Be ready to break large goals down into tactical
action items.
REFINABLE- Be willing to refine and modify your goals in
response to new situations and findings.
OKRs
Objectives and key results (OKR) is a management framework
for setting company, team, and employee objectives. Three to
five objectives are defined at each level and associated with key
results. Objectives are often set on a quarterly basis and
reviewed monthly or weekly.
OBJECTIVES- Define three to five objectives that are qualitative,
time-bound, and actionable.
KEY RESULTS- Quantify each objective by setting three to five
results that are based on things you can measure.
SMART goals
SMART is an acronym that stands for specific, measurable,
attainable, relevant, and timebound. Using the SMART structure
to set goals helps you identify exactly what you want to
accomplish so you can deliver against your strategy
SPECIFIC-Define goals that are clear and unambiguous so the
team understands what you want to achieve and why.
MEASURABLE- Identify a quantifiable outcome so you can
measure progress and determine if you meet the goal or not.
 Identifies the customer wants and anticipate and make
responsive action to marketing problems and changes in the
business environment.
THE ANNUAL PLAN
 An annual plan is an organization’s financial plan for fiscal
year.
 The current marketing situation is identified and the
company sets its goals and objectives towards the currently
prevailing situation in the marketing environment.
 The company sets control mechanism as bases for
performance evaluation.

ATTAINABLE- Set goals that are challenging but possible to

achieve, taking available resources and potential obstacles into
consideration.

RELEVANT- Relate your marketing goals with the company’s

overall vision and mission.

TIME-BOUND - Establish a start and end date to create a sense

of urgency and help the team plan what can be accomplished THE LONG- RANGE PLAN
during the timeframe.
 Long- range planning (LRP) is a process and discipline that
companies use o determine the best strategy for succeeding
THREE IMPORTANT PLANNING STRATEGIES in the markets they serve and to ensure they have the
capabilities needed to support their strategic objectives.
 It covers a period of about five (5) years or more.
FORMAL PLANNING
 Its sets the company direction for a longer period which
 The process by which marketing activities are identified and small be updated by annual plan.
decided upon.
 Budgets and targets are set within the five (5) years level.
 budgetary expenditures.

PROGRAM OBJECTIVES- The program objectives are specific and

detailed set of goals that are derived from the annual program
objectives prepared by the top executives.

PROGRAM STRATEGIES- The strategies in the annual planning

must indicate the target market in terms of marketing mix.

PROGRAM TACTICS- Program tactics defer from strategies

cover specific activities that are action oriented.

CONTENTS OF THE ANNUAL MARKETING PLAN

FINANCIAL SCHEDULE- It is a financial program that defines the
projected sales target, expenses to carry out the sales program,
EXECUTIVE SUMMARY - The executive summary contains the and the supposed profitable index that will be generated.
annual trust of the program prepared by the higher management
as a guide for junior executives in the preparation of the annual
plan.

SITUATIONAL ANALYSIS- Managers of each brand analysis is

strategic business unit (SBU) make a detailed program analysis
as to variances in the program implementation together with
PROGRAM TIME TABLE- The manager must prepare a time plan
chart or time diagram on specific dated by its activities.
EVALUATION PROCESS- It is measuring instrument that will
serve as a guide in the total accomplishment of the program.
STEP 1 - Define the evaluation scope
STEP 2- Explore the target website
STEP 3- Select a representative sample
STEP 4- Audit the selected samples
STEP 5- Report the findings
FORECASTING FUTURE DEMAND
FORECASTING
Is the art of estimating future demands by anticipating what the
buyers want to buy under a given situation.
Is a technique that uses historical data as inputs to make
informed estimates that are predictive in determining the
direction of future trends.
DEMAND FORECASTING
Is the establishment of product sales in the future or a period
of one year. It is the basis in the development of strategic plans.
It will serve as a guide in the preparation of the annual
marketing budget and in allocating material resources in the
product of marketing goods.
MARKETING
It is a physical place where people meet to sell and buy the
product for their needs and consumption.
Market potential is the total sales volume that all organizations
selling a product during the specified time and place could
expect to achieve under the ideal sales condition. It is also refers
to the customer in the market population for the various
products available, while sales potential refers to the particular
brand or products.
SALES POTENTIAL

is the portion of the market share that the marketing

organization expects to penetrate and make sale.

TOP-DOWN APPROACH
 It is the major activity of top management in forecasting
market demand based on the analysis of the total market
condition and analysis.

BOTTOMS-UP APPROACH
 It is the forecasting method wherein the management gets
information directly from sales people who are in touch with
the customers or the dealers and distribution of the product.
THREE-STEP PROCEDURE MARKETING ORGANIZATION
USE
Environmental Forecasting
 This calls for projecting the countries inflation rate which is
the determinants of pricing strategies.
 Interest rates also affect the business condition as
industries have to contend with what they can afford to
spend for their production requirements.
Marketing and Industrial Forecasting
 Market forecasting is the art of determining the people's
needs and wants.
 All forecast under these conditions point to what people say
about the product or service.
Company Sales Forecasting
 The company carries its product tor brand in the
market.forecasting is the art of determining the people's
needs and wants.
 Company sales forecast must include such factor as
consumer. spending habits, income index of the market and
the amount of savings generated for future use.
DEMAND FORECASTING ANALYSIS
MARKET FACTOR ANALYSIS
 Market factor analysis entails determining what these
factors are and measures its relationship to corporate sales
activities
Two Important Methods:
a. Direct Derivation Method
- It is the translation of market demand by determining the
number of product users using statistical data available.
- Managers under this method do not have to know the
rudiments of statistics to understand the forecast data as it
simply points to simple mathematical calculation.
b. Correlation Analysis
- It is a statistical refinement of the direct deviation methods as
it involved analysis of data based on research findings.
- It gives a more accurate estimate of the market demand.
SURVEY OF THE BUYERS INTENTIONS
 This process involves asking potential customers about the
product that the marketing organization produces at the
price index at a given time.
Three Important Conditions when Survey Results tend to be
Accurate:
a. There are relatively few buyers in the market
b. The buyers are honest with their buying intentions
c. A record exists that shows a consistent relationship
between their actual buying behavior and their stated
intentions
TEST MARKETING METHOD
 This method is used when the marketing organization is
launching a new product or the innovation of an existing
product
 The research process will determine the total market
perceptions of its acceptability for wider population
POST SALES DATA ANALYSIS
 This method is entirely based on the previous year's total
sales and the profit index generated.
 It is the simplest and easiest to apply and understand.
SALES FORCE OPINION AND ITS COMPOSITE INDEX
 This is the Bottom-Up Approach where the sales force
provides the information about the forecast demand for the
product.

EXECUTIVE JUDGEMENT AND EXPERT OPINION

 Participative executives may get the opinion of experts,
salesman, dealers, and distributors to drum up a more
reliable sales forecast and develop marketing strategies to
achieve the sales target.

CHARACTERISTICS OF POTENTIAL BUYERS

INTEREST

 It is the state of mind of the potential buyer who likes to buy

the product for his needs and wants.
 Potential market is the set of consumers who profess some
level of interest for a particular product or service.

ACCESS OR PLACE OF DISTRIBUTION

 The potential buyer must have access to the goods or

product he wanted.

INCOME OR MONEY TO BUY

 Potential buyers must have the money to buy the product or

service.
GEARTAPP REVIEWER
ART APPRECIATION
MRS. SHARLENE DAYANARA SANTOS- PURIFICACION
LESSON 1:
INTRODUCTION TO ART APPRECIATION
•1896 illustration of Igorot tattoo patterns which
are records of war exploits and status
Humanities is an academic discipline that
studies the different aspects of the human
society and culture (Bod, 2013).
Humanities
-Derived from the Renaissance Latin expression studia humanitatis (or
study of humanity),
-Referring to an education befitting a cultivated man, or simply from the
Latin word,
-”humanus”, meaning human,
cultured, or refined “what makes us
human?” (Ganzon, 2017).
Stanford University defines Humanities as “the study of how people
process and document the human experience”
These disciplines seek to identify the answer to
the perennial questions of human existence like:
•What is the nature of beauty? How does culture define reality?
•How do human beings articulate the series of human experiences in this
all-encompassing universe?
THE IMPORTANCE OF HUMANITIES
why the humanities are still important in the modern world
◦Humanities provide insights into everything.
◦We learn how to think creatively and critically as we explore the
humanities.
◦We learn how to reason and ask questions.
◦We gain additional knowledge as we encounter more human experiences.
◦We learn about the values of different cultures through the works of
humanities experts, about how history is made, and what goes on
behind every work of art ◦It enabling us to understand the world we live
in.
WHAT IS ART?
ETYMOLOGY
-It came from the Ancient Latin word “ars” which means “craft or
specialized form of skills, like carpentry or smithying or surgery”
(Collingwood, 1938)
•The Webster Dictionary (2012) defines art as the “human ingenuity in
adapting natural things to man’s use.”
•Form of communication (Ganzon, 2018)
LION PANEL , CHAUVET CAVE, ARDECHE VALLEY, FRANCE
–Arts then suggested the capacity to produce an intended result from
carefully planned steps method.
–Art only meant using the bare hands to produce something that will be
useful to one’s day to day life.
MEDIEVAL LATIN
•”Any special form of book- learning, such as grammar or logic, magic or
astrology” ( Collingwood, 1938)
 RENAISSANCE PERIOD
•Reacquired the meaning that was inherent in its ancient form of craft
•Activities was merely craftsmanship
17th CENTURY
•The problem and idea of aesthetics began to unfold
•Technical workmanship
18th CENTURY
•The word evolved
•Fine Arts and Useful Arts
-Fine Arts means “not delicate or highly skilled arts, but ‘beautiful’ arts
(Collingwood, 1938)
•The humanities constitute one of the oldest and most important means of
expression developed by man ( Dudley et al., 1960)
•Human history has witnessed how man evolved not just physically but also
culturally
•The humanities then, ironically, have started even before the term has
been coined.
•Human persons have long been exercising what it means to be human
long before he was even aware of his being one.
ASSUMPTIONS OF ARTS
Art is universal
•Art has always been timeless and universal, spanning generations and
continents through and through.
•Art is not good because it is old, but old because it is good (Dudley et
al., 1960)
•They are liked and adored because they meet our desires
•Art has been crafted by all people regardless of origin, time, place, and
that it stayed on because it is liked and enjoyed by people continuously.
•A great piece of work will never be obsolete.
•Art will always be present because human beings will always express
themselves and delight in these expressions.
Art is NOT Nature
•Good movie must reflect reality as closely as possible
◦Art is man’s expression of his own reception of nature.
◦Arts is man’s way of interpreting nature.
◦Art is not nature.
◦Art is given by man, whereas nature is given
around us. ◦Movies are not to be direct
representation of reality.
-Why the artist made it?
-What is it that he wants to show?
Art involves experience
◦Art is just experience
◦“actual doing of something” (Dudley et al., 1960)
•Knowing is different from hearing from others what the said thing is.
•Arts depends on experience, and if one is to know art, he must know it not
as fact or information but as experience (Dudley et al., 1960)
•An important aspect of experiencing art is its being highly personal,
individual, and subjective.
Degustibus non disputandum est ( Matters of taste are not
matters of dispute) Why do you think you did or did not
understand the art?
LESSON 2: Creativity requires thinking outside the box.

ART APPRECIATION: CREATIVITY, IMAGINATION AND EXPRESSION
•It takes an artist to make art.
•Not every beautiful thing that can be seen or experienced may truly be
called a work of art.
•An artwork may be inspired by nature or other works of art
•But an artist invents his own forms and patterns due to what he perceives
as beautiful and incorporates them in creating his masterpiece.
2). Art as a Product of Imagination, Imagination as a Product of Art
- “Imagination is more important than knowledge. For knowledge is limited
to all we now know and understand, while imagination embraces the entire
world, and all there ever will be to know and understand.” (Albert Einstein)
-Through imagination, one is able to craft something bold, something new,
and something better in the hopes of creating something that will stimulate
change.

1). Art Appreciation as a Way of Life •People + ( curiosity+ imagination)= ADVANCEMENT

-Jean- Paul Sartre, described the role of art as a CREATIVE WORK that •Imagination allows endless possibilities.
depicts the world in a completely different light and perspective, and the
source is due to human freedom -Refining one’s ability to appreciate art -An artworks does not need to be a real thing, but can be something that is
allows him to deeply understand the purpose of an artwork and recognize imaginary(
the beauty it possess (Collins &Riley, 1931) Collingwood, 1938)
-Develop his taste for things that are fine and beautiful, this continuous -Something imaginary does not necessarily mean it cannot be called art.
demand for aesthetically valuable things influences the development and Artists used their imagination that gives birth to reality through creation.
evolution of art and its form. -Learning to appreciate art no matter what -In the same way that imagination produces art, art also inspires
vocation or profession you have, will lead to a fuller and more meaningful imagination.
life ( Collins & Riley, 1931)
3). Art as Expression
The Role of Creativity in Art -What an artist does to an emotion is not to induce it, but express it.
Making Characteristics of •Through expression, he is able to explore his own emotions and at the
creative people same time, create something beautiful out of them.
1. Sensitivity
2. Flexibility Expressing emotion is different from describing emotions
3. Originality (Collingwood).
4. Playfulness 1. Visual Arts
5. Productivity •Artists produce visual arts driven by their desire to reproduce things that
6. Fluency they have seen in the way they perceived them (Collingwood & Riley,
7. Analytical skill 1931)
8. Organizational skill
 2. Film 7. Literary Art
•Art of putting together successions of still images in order to create an •Literary Art goes beyond the usual professional, academic, journalistic and
illusion of movement. other technical forms of writing.
•Filmmaking focuses on its aesthetic, cultural and social value. •It focuses on writing using unique style, not following a specific format or
•Both an art and an industry norm.
•Filmmaking simulates experiences or creates one that is beyond the
scope of our imagination. 8. Theater
•It aims to deliver ideas, feelings, or beauty to iits viewers. Elements
• Acting
3. Performance Art • Gestures
•Live art • Lighting
•Medium is mainly human body • Sound effects
• Musical score
4 important elements: • Scenery
-Time • Props
-Where the performance took place
-The performer’s
9. Applied Arts
-Relationship between the audience and the performers
•ARTISTS IN THIS FIELD BRING BEAUTY, CHARM, AND COMFORT
INTO MANY THINGS THAT
4. Poetry Performance ARE USEFUL IN EVERYDAY LIFE (COLLINS & RILEY, 1931)
•Expresses emotions through words -Industrial design
•Combined with movements, tone, volume, and intensity -Interior design
-Fashion design
5. Architecture -Graphic design
•Art is the pursuit and creation of beautiful things while architecture is the
making of beautiful buildings. LESSON 3
3 Important elements
-Plan
FUNCTIONS AND PHILOSOPHICAL PERSPECTIVES ON ART
-Construction
-Design
•Aristotle claimed that every particular substance in the world has an end,
or telos in Greek, which translates into “purpose”
6. Dance
•DANCE IS A SERIES OF MOVEMENTS THAT FOLLOWS THE RHYTHM
OF THE MUSIC ACCOMPANIMENT. •Man, in Aristotle’s view of reality, is bound to achieve a life fulfillment and
happiness, or in
Greek, eudaimonia -This are artworks that are crafted in order to serve physical purpose such
-The telos and function of a thing are both related to a thing’s identity as jars, plates, and jewelries.
-Architecture, jewelry-making, interior design all serves physical functions
-The telos, the function, and the “whatness” of a thing are all
interconnected. Music was used for dance and religion.
The ancient world saw music only as an instrument to facilitate worship and
FUNCTION OF ARTS invocation to gods.
•An inquiry on the function of art is an inquiry on what art is for.
“...function is so important that it has usurped the name of the art on the •Sculptures have been made by man most particularly for religion.
identification of individual works” (Dudley et al. 1960) •Sculptures were also made in order to commemorate important figures in
•They are functional “in so far as they are designed to accomplish some history.
definite end” (Dudley et al., 1960) -The Ecstasy of St. Teresa, marble and gilded bronze niche sculpture by
Gian Lorenzo Bernini, 1645–52; in the Cornaro Chapel, Santa Maria della
1). Personal Functions of Art Vittoria, Rome.
-highly subjective and depends on the artist who created the art. -created
for expressing self, for entertainment, for public display or for other purpose •Architecture might be the most prominent functional art form.
•It is in architecture where one can find the intimate connection of function
•The Sick Child, 1885 and form.
•Death in the
Sickroom, 1895 Does art always have to be functional?
(Edvard Munch) -The value of a work of art does not depend on function but on the work
itself.
2). Social Functions of Art -A functional object cannot be claimed to be beautiful unless it can perform
-celebration or to affect collective behavior its function sufficiently.
-Art may convey, message such as to support, to protest, contestation and
other messages an artist intends to carry at his work PHILOSOPHICAL PERSPECTIVE ON ART
-Art can depict social conditions such as photography of industrialization
and poverty. 1). Art as Imitation
•Artists as imitators and art as mere imitation
•“Liberty Leading the
People,” 1830 (EUGÈNE -In Plato’s metaphysics or view of reality, the things in this world are only
DELACROIX,) copies of the original, the eternal, and the true entities that can only be
found in the World of Forms
3). Physical Functions of Art
-utilitarian
Plato was deeply suspicious of arts and artists for two reasons 4). Art as a Communication of Emotion
-They appeal to emotion rather than to the rational faculty of men Leo Tolstoy
-They imitate rather than lead one to reality -Art is given a unique opportunity to serve as a mechanism for social unity.
-Art is central to man’s existence because it makes accessible the feelings
•Poetry rouses emotions and feelings and thus, clouds the rationality of and emotions of people from past and present.
people.
LESSON 4
•Socrates claimed that art is just an imitation of imitation.
SUBJECT AND CONTENT
•For Plato, art is dangerous because it provides a petty replacement for Three Components of Art
the real entities that can only be attained through reason. Subject - (What)
Form - (How)
2). Art as Representation Content - (Why)
•Aristotle considered art as an aid to philosophy in revealing the truth.
SUBJECT
•Poetry only admits of an attempt to represent what things might be •It denotes the topic, focus or image of the work of art. It can be a person,
an object, a theme or an idea.
•Aristotle conceived of art as representing possible
versions of reality. TYPES OF ARTS
Representational Art or Figurative Art
•These type of art have subjects that refer to objects or events occurring in
Two particular purposes
the real world.
-First, art allows for the experience of pleasure.
Non- representational Art / Non- figurative Art
-Experiences that are otherwise repugnant can become entertaining in art.
• consists of images that have no clear identity, and must be interpreted by
the viewer
Two purposes of Art according to Aristotelian Worldview
1. art allows for the experience of pleasure.
Abstract
2. art also has an ability to be instructive and teach its audience things -Abstract art is in itself a departure from reality, but the extent of that
about life; departure determines whether it has reached the end of the spectrum,
which is non- representationality- a complete severance from the world.
3). Art as a Disinterested Judgment
-Emmanuel Kant said that judgment of beauty, and art is innately
Russian artist Vasily Kandinsky is the proponent of non- representational
autonomous from specific interests
art
-Kant recognized that judgment of beauty is subjective
SOURCES OF SUBJECT 1. Subject- Religion/ bible
1. NATURE 2. Factual meaning- about creation
2. HISTORICAL EVENT 3. Conventional meaning- Man created in the image of God
3. GREEK AND ROMAN MYTHOLOGIES 4. Subjective meaning-
4. THE JUDEO/ CHRISTIAN TRADITION • Indeed, there are artworks that are difficult to understand - no one,
•Greeks and Romans- Polytheism actually, can be expected to understand without effort and study the
•Judeo- Christian- monotheism meanings of many works of art, especially those works about religion and
5. SACRED ORIENTAL TEXTS mythology. To fully grasp the content of works of art, one must learn as
much as he or she can about the culture of the people that produced them
KINDS OF SUBJECT and maintain an open mind in considering various options to appreciate
and interpret art.
-History
-Still Life
-Figures LESSON 5
-Animals
-Nature ARTISTS AND ARTISANS
-Landscape •The impulse to create is at the core of human civilization, much like the
-Seascape and City Scape impulse to communicate through language.
-Myth and Mythology
-Dreams and Fantasies •Early on, artists were embedded in the development of culture, and in turn,
art was nurtured by the varying cultures in which it existed.
CONTENT
• indicates the artist’s intention, or the meaning behind the work. It can be -The Stonehedge (Wiltshire, England) of the Neolithic Era or New Stone
the intellectual message of an artwork, a statement, an expression, or Age
mood developed by the artist and interpreted by the observer
The Artisan and the Guilds
“statement we apprehend or the feeling or mood we experience with •Have you ever wondered why some examples of artistic and creative
the work of art” (Feldman, 1967). production have ever survived to this day?

CONTENT IN ART -What made the difference was the materials, medium, and the principles
1. Factual meaning behind the process of their creation.
2. Conventional meaning
3. Subjective meaning -Another contributory factor is the emergence of technology and knowledge
in managing and conserving all of these objects and structures, enabling
The Creation of Adam
the retention of the integrity of the artwork and the intention of the artist in
terms of the design and overall aesthetic.
-Craftsmen and builders in the past did not have sophisticated
terminologies and principles that architects and engineers abide by today.
-What they had was a sense on how materials behaved, how the
environment, light, and weather patterns affected structures , and other
more intuitive principles of creation.
•The Cologne Cathedral between ca. 1890 and ca. 1900
•The Cologne Cathedral in Germany by Gerhard Ryle
During the Middle Ages, the practice of artists was not grounded on the
idea of individual capacities or success; rather, in commitment to work in
the together as a collective GUILDS
•a type of social fellowship, an association structured with rules, customs,
rights and responsibilities.
•With a lifetime commitment to a particular trade, an artisan develops
immerse skill and expertise in his craft.
Artist
• Art practitioner
• Create art for the pleasure of creating it
• Indirectly functional
• Focus on beauty
Artisan
• Create something new, original and at time provocative
• Craftsmen
• Make practical artistic products
-It was through mimesis or copying that artisans first learned to depict
religious images and scenes.
-The Church of the most Holy Trinity in Loay Bohol, locally referred to as
Santisima Trinidad Parish
•Tipos del pais- water color paintings that showcased the different local
inhabitants of the of the country in different garbs, and clues to their
occupation and status
•Letras y figuras- combined the principles of lipos del pais and
incorporated it as a means to illustrate the letters of one’s name or
surname
THE ARTIST AND HIS
-Moving back to Europe, the is a big shift that propelled the evolution of the
pivotal role of the artist in the arts started during Middle ages up to
Renaissance.
•Transformation of the craftsman to an artist
or an independent artist
•The widespread patronization of secular art
•The assertion of cognition, the will, and individuality
-Before the Renaissance Period, artworks were left unsigned. Artists
claiming authorship for their works by affixing their mark onto the surface of
their paintings were a big milestone in the history of the artist.
-The site that saw this shift was a very personal space for the artist himself,
which is the studio.
-Artist’s studio is interesting to see and learn where creativity manifests
itself, especially since an artist’s studio is an extension of the artist himself.
Work stations-Studiolo and bottega
•Industrial revolution- artists released from
the limitations that affected the way in which
they produced works.
•Latter part of the 1800- artists
began to question the merits
stringent artistic training and •hardest to define
education.
•1900- the art was truly liberated Buyers- who initially assess and survey
from the traditions of the past. Collectors- interested in artwork

Other players in the world of art Reason for buying

•For appreciation
-In Howard S. Becker’s Art Worlds ( 1982), he asserted that •For the scholarship and education opportunity it may provide ( donors of
“all artistic work, like all human activity, involves the joint activity of a study collection)
number, often a larger number, of people. Through their cooperation, the •For safeguard and preservation of their posterity
artwork we eventually see or hear comes to be and continues to be. The •For investment
work always shows signs of that cooperation. The forms of cooperation •For communicating a way of lifestyle
may be ephemeral, but often become more or less routine; producing
patterns of collective activity we can call an art world. Art dealer- direct hand in the distribution and circulation of the artwork
Museums and galleries- main institutions that display, distribute and
-The existence of art worlds, as well as the way their existence affects both circulate different art work.
the production and consumption of artworks, suggests a sociological
approach to the arts. It is not an approach that produces aesthetic PRODUCTION PROCESS
judgements; although that is a task many sociologists of art have set for •The process of creating an artwork does not necessarily follow a linear
themselves.” progression.

Terrain- where art is distributed (global network)

The process is TRIPARTITE
•Individuals
1. Preproduction
•Groups
2. Production
•Institutions
3. Postproduction
-Art world does not only rely on ideas, sentiments, and aesthetic values,
but also on skills that are professionalized, stratified, and more importantly, Postproduction
monetized. •Allowing the artwork to set
•Tweaking the artwork
•Preparing the artwork for transport and display
Curator-
•Promotion and inclusion of artwork in publications or discussions
•Ability to research and write
•Design layout
•Deciding for the display and hanging of
materials for exhibition
MEDIUM AND TECHNIQUE land, adopts a program that will ensure the transfer of their skills to others
•Medium is the mode of expression in which the concept and idea, or and undertakes measures to promote a genuine appreciation of and instill
message is conveyed. •The technique of the artwork shows the level of pride among our people about the genius of the Manlilikha ng
familiarity with the medium being manipulated Bayan”

ENGAGEMENT WITH ART First three outstanding artist in 1993

-Anna Cline’s The Evolving Role of the Exhibition and Its Impact on • Ginaw Bilog- master of the Ambahan poetry
Art and Culture (2012) “Exhibitions act as the catalyst of art and ideas to • Masino Intaray- master of various traditional musical instruments of the
the public; they represent a way of displaying and contextualizing art that Palawan people
makes it relevant and accessible to contemporary audiences. The art • Samaon Sulaiman- master of the Kutyapi and other instruments.
exhibition, by its nature, holds a mirror up to society, reflecting its interests
and concerns while at the same time challenging its ideologies and
Woodrow Wilson (1913) “ You are not here merely to make a living. You
preconceptions. Keeping art relevant to society and to a diverse audience
are here in order to enable the world to live more amply, with greater
at any given point in history is one of the main goals of the art exhibition
vision, with a finer spirit of hope and achievement. You are here to enrich
and one of the reasons it is so important to the history of art”.
the world, and you impoverish yourself if you forget that errand.”
Awards and Citations

Awards Given to Artists in the Philippines

-Orden ng Pambansang Alagad ng Sining ( Order of National Artists)
-Gawad sa Manlilikha ng Bayan ( National Living Treasures Award)

Orden ng Pambansang Alagad ng Sining ( Order of National Aritists)

•Highest national recognition ( music, dance, theater, visual arts, literature,
film, broadcast arts, and architecture and allied arts)
•National Commission for Culture and the Arts (NCCA)
•Cultural Center of the Philippines (CCP)

Fernando Amorsolo
•First recipient
•Grand Old Man of Philippine Art

Gawad sa Manlilikha ng Bayan (GAMABA)

• Through the Gawad sa Manlilikha ng Bayan Committee and an Ad Hoc
Panel of Experts, conducts the search for the finest traditional artists of the