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I will use examples of Paul Durand-Ruel, Gagosian, PaceWildenstien and the Duveen Brothers to show how they have shaped the aesthetic tastes of their clients by virtue of what they offered for sale and how they promoted it. I will show how dealers can establish a cultural legacy. Gagosian and PaceWildenstein clarify how the dealer is evolving to command power in the contemporary market.

Outline

1.       The traditional dealer vs. "hotshot" contemporary dealer
2.       The importance of Branding
   1. 1.    The Duveens vs. Gagosian vs. PaceWildenstein--how they branded themselves in relation to their stock and were particular about what they carried
      2.    Distinct identity- how to differentiate between other dealers
      3.    Galleries strive to separate their goods from those of other dealers and brand them distinctively so they can charge a premium
      4.    Even if they brand their gallery effectively, they face competition from other gallerists who can offer different, but still excellent works
3. *      * Dealer vs. Auction House
   1. 1. *   *Responsibility  Responsibility vs. no responsibility to artists
      2. *   *Pricing
      3.  Pricing
      4.  Lure *   *Lure of auction house
4. *     *Conspicuous  Conspicuous Consumption
   1. 1. *   *Dealers  Dealers promote the act of "collecting" as being peculiarly prestigious- make wealthy collectors believe that they are part of something inexplicably important
      2. *   *Dealers  Dealers play upon a natural human predilection for conspicuous consumption
      3. *   *Using  Using Thorstein Veblen, book Conspicuous Consumption, I will show how dealers recognize an individuals strive for success relative to members of their social circle and how they capitalize on this
5. *     *Parties Parties, Parties, Parties
   1. 1. *   *How  How dealers make the gallery integral to client's social lives
      2. *   *Joseph  Joseph Duveen provided his clients with introductions to British nobility vs. Gagosian and PaceWildenstein host huge events
      3. *   *Hobby  Hobby of collecting art extends to the participation in the social-scene surrounding it
      4. *   *To  To be listed amongst Gagosian's a-list clients is something socially conscious collectors strive for
6. *     *Geographical  Geographical location
   1. 1. *   *Gagosian  Gagosian and PaceWildenstein have expanded globally to take advantage of new markets
      2. *   *Gagosian  Gagosian operates several galleries worldwide
      3. *   *Dealers  Dealers attend major international art fairs, including Art Basel and Art Basel Miami Beach and have promoted their brand at these venues
7.      Influence upon market patterns and taste
   1. 1. *   *Dealers  Dealers play an important role in the art market introducing trends and aesthetic predilections
      2. *   *Dealers  Dealers with an impressive brand and a stable group of artists can even become so predominant that they steer market trends
      3. *   *How  How the Duveen's and Durand-Ruel's influenced taste vs. how contemporary dealers do
8. *      *Conclusion Conclusion/Sumary Summary
   1. 1.  Dealers
   2. 1. *   *Dealers are market makers as they match artists with collectors. These dealers promote certain ideas about the art and even form a gallery brand in order to sell the art. 
      2.    The dealers are essential in the cycle for discovering and promoting artists and in so doing they influence popular culture.

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Fowles, Edward. Memories of the Duveen Brothers. London: Times Books, 1976. Print.

PaceWildenstein.  <http://www.pacewildenstein.com/^{Image Removed}>

Lindemann, Adam. Collecting contemporary. London: Taschen, 2006. Print.

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"New or secondhand?" The Economist 26 Nov. 2009. The Economist. Web. <http://www.economist.com/specialreports/displaystory.cfm?story_id=14941173^{Image Removed}>.