A Model Proposal for Advertising Aestheticization

A Model Proposal for Advertising Aestheticization

Recep Yilmaz (Beykent University, Turkey) and Nurdan Oncel Taskiran (Kocaeli University, Turkey)
DOI: 10.4018/978-1-4666-7357-1.ch023
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Owing to aesthetic components that advertisement texts generally have, advertisements are sometimes perceived as a genre of art by some circles. The study is based upon a perspective presented by an interdisciplinary background, and it acknowledges a paradigm that advertising is not a genre of art; it obviously pursues commercial profits and within this context, exploits the created aesthetics in product. The main objective of the study, which focuses on advertising aesthetic fundamentally, is to build a scientific model formulating some levels of aestheticisation during its production process. Formulation in question has been reconstructed on theoretical and applied literature.
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Components Of Advertising Aesthetics

Aestheticisation in advertising could be constructed by the coordination of several elements which can be found in advertisements or advertising related works theoretically. In this section of the study, some theoretical researches which establish a ground for an aestheticisation model of advertising developed here is categorized and demonstrated. In the following section, within this context, the relationship among these elements are tried to demonstrate via an illustrated model which we call “aestheticisation model” constructed for the purpose.

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