Reproduction Technology. From Replica to Brand

The article is devoted to the analysis of works by French artist American origin Man Ray. objects first New York period were studied, later they repeatedly have been reproduced author. We consider prints non-preserved as author’s version a photographic readymade. Reproductions and replications become an important part artist’s strategy in Paris especially America. These practices represent example branding technology traditionally associated with Andy Warhol. Ray invented it long before commercialization pop art. idea main artistic value, regardless method its implementation originality, becomes not only basis conceptual art, but also quintessence phenomenon that we call art brand. define ideology includes characteristics personality, his work general strategies, including marketing ones. Ray’s experiments modernist, photographer significantly expanded spectrum theoretical practical issues related relationship between commerce era when aesthetic value depended on conditions circumstances order, novelty radicality — time being absolutized. In avant-garde, this criterion has indicator talent success. If brand mental cover product, then application term quite justified, since 20th century approved priority design methods creativity, cognitive artwork became more than retinal one. required certain amount ingenuity remain radical be market system, transforming symbolic into economic Seeming independence from conjuncture turned skillful balancing act creativity commerce.