Academic Journal
On Ads as Aesthetic Objects: A Thematic Review of Aesthetics in Advertising Research.
| Title: | On Ads as Aesthetic Objects: A Thematic Review of Aesthetics in Advertising Research. |
|---|---|
| Authors: | Dagalp, Ileyha1 (AUTHOR), Södergren, Jonatan2 (AUTHOR) jonatan@sodergren.com |
| Source: | Journal of Advertising. Jan-Mar2024, Vol. 53 Issue 1, p126-147. 22p. |
| Abstract: | For an academic field to remain vital, it is necessary to reflect upon its conceptual foundations and learn from adjacent disciplines. On that note, aesthetics can provide significant insights into advertising. While aesthetic elements have received attention in advertising research, no systematic attempts have been made to provide a comprehensive overview of this literature. The purpose of this conceptual article is to bring different branches of aesthetic theory into advertising studies. Marketers have historically focused on product functionality and often appeal to consumers through explicit messages. This article fills an important gap by delineating and advocating the conceptual foundation of advertising aesthetics as a research area worthy of further attention. In short, we understand advertising aesthetics as the artlike properties of and sensory responses to ads. A review of 309 papers provides the thematic outline of the study. Seven key themes are identified: (1) the nature of advertising aesthetics, (2) advertising creativity, (3) textuality, (4) social aesthetics, (5) cross-cultural differences, (6) the role of media in creating aesthetic opportunities, and (7) aesthetic categories beyond the beautiful and sublime. These themes offer a novel way of exploring contemporary issues in advertising. The article concludes with suggestions for future research. [ABSTRACT FROM AUTHOR] |
| Subject Terms: | *Advocacy advertising, *Advertising, Nature (Aesthetics), Aesthetics, Concept learning |
| Copyright of Journal of Advertising is the property of Taylor & Francis Ltd and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.) | |
| ISSN: | 00913367 |
| DOI: | 10.1080/00913367.2023.2183286 |
| Database: | Business Source Complete |
| Full text is not displayed to guests. | Login for full access. |