Contemporary art and the public

I was really interesting in the new advertising that the art institute has put up along Columbus Drive. They feature an image of someone in the museum and then a succinct statement on the other side. These adds appear to be attempting to appeal to the masses. They reference the everyday. One says "Your artistic lunch" or something like that. Another references art class, another talks about escapism (something like "out of the everyday and into culture"). Yet another says "I prefer dots to pixels" referencing the over saturation of digital media and the art institute as an escape. This one I find the most odd since the art institute has a large photography collection which have pixels. But this add in particular highlights why I find these adds interesting. There is nothing Modern about them. They hang next to the Modern wing and yet every image are of the "celebrity" paintings from older parts of the museum (van Gogh, American Gothic, etc). I am interested that that Art Institute has decided to portray it's self in this narrow manner in order to appeal to the public. What does it mean for Modern and Contemporary art when one of the most respected art museums in the country wont advertise it's presence in their museum?