Artistic Reception as a Field of Implementation of the Aesthetic Component of Advertising
https://doi.org/10.25281/2072-3156-2015-0-4-29-33
Abstract
In this article, the author examines the perception of art as a field of implementation of the aesthetic function of advertising. Being based on research works in the field of receptive aesthetics and phenomenology, the author analyzes the relevance of the aesthetic perception of advertising communications. The article examines the advertising communications as a complex phenomenon; there is presented a comparative analysis of the values of perception of works of art and of advertising samples. The article opens a new perspective on the aesthetic component in advertising. The author goes beyond the classical idea of its implementation through artistic techniques and shows a vast field of actualization of the aesthetic component in advertising.
About the Author
Anastasia F. Zaytseva
аспирант кафедры теории культуры, этики и эстетики Московского государственного института культуры (Москва)
Russian Federation
Russian Federation
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Review
For citations:
Zaytseva A.F. Artistic Reception as a Field of Implementation of the Aesthetic Component of Advertising. Observatory of Culture. 2015;(4):29-33. (In Russ.) https://doi.org/10.25281/2072-3156-2015-0-4-29-33
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