무용을 활용한 아트마케팅 사례연구 : 하이주얼리 브랜드 반클리프 아펠을 중심으로 = A Case Study on Art Marketing using Dance – Focusing on High Jewelry Brand Van Cleef & Arpels

다국어 초록 (Multilingual Abstract)

This study focused on the dance field in art marketing and examined its history and type through a case study of art marketing using dance. The case of dance marketing from the 1920s to the present, the first meeting with dance, was explored from a diachronic and public per- spective by selecting the French high-jewel brand Van Cleef & Arpels as an participant. First, from a diachronic perspective, this study inves- tigated the process of change over time to see how brands have used dance for art marketing. After that, from a synchronic perspective, the types of art marketing were classified into five categories: dance and dance works, cooperation with choreographers, exhibitions, dance and ar- tist support, and employee education and welfare. Based on the research results, the changes and types of art marketing using dance were identi- fied, and the art marketing power of dance was verified from the stand- point of the dance field and the possibility of use could be supported.