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On Ads as Aesthetic Objects: A Thematic Review of Aesthetics in Advertising Research

On Ads as Aesthetic Objects: A Thematic Review of Aesthetics in Advertising Research 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. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Advertising Taylor & Francis

On Ads as Aesthetic Objects: A Thematic Review of Aesthetics in Advertising Research

Dagalp, Ileyha; Södergren, Jonatan
Journal of Advertising , Volume OnlineFirst: 22 – Mar 2, 2023
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On Ads as Aesthetic Objects: A Thematic Review of Aesthetics in Advertising Research

Abstract

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...
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Publisher
Taylor & Francis
Copyright
Copyright © 2023 The Author(s). Published with license by Taylor & Francis Group, LLC.
ISSN
1557-7805
eISSN
0091-3367
DOI
10.1080/00913367.2023.2183286
Publisher site
See Article on Publisher Site

Abstract

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.

Journal

Journal of Advertising – Taylor & Francis

Published: Mar 2, 2023

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