The campaign uses the "Every purchase supports the National Gallery" line developed last year by Albion as the core of the National Gallery's communication strategy.
The posters look at what inspired various artists, and highlight the collection of 3,500 books available in the gallery's shops -- the largest selection of art books in London.
The copy-based posters look to excite interest in what inspired the artists and to offer an insight into particular styles.
One poster linking to a Gainsborough portrait says: "Having your portrait painted in the 18th century was a serious business. You had to have the right clothes, the right stance and a great set of calves."
The posters will appear on sites in university and college campuses across London from this month, offering a 10% discount for students on books from the National Gallery shops. The campaign will be supported by flyers at student events and online activity.
Albion managing director Jason Goodman said: "The gallery has always been free to its 5m visitors a year, but as government subsidies are squeezed, income from the shops is becoming crucial.
"Last year's research showed people didn't understand why the shops were important to the gallery, and this campaign takes the idea forward by talking to a natural audience of students, particularly art students."
The campaign was written and art directed by Darren Hughes, Nick Flugge, Tim McNaughton and Matt Gibbins.
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