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Abstract
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, expolits the created aesthetics in product. The main objective of the study, which focuses 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.
Keywords: Product, Advertising Aesthetics, Target Audience, Advertising Mood, Advertising Text, Aestheticition,Reconstruction
© 2013 Published by SSBFNET
1. Introduction
Whether advertising is a sort of art, has been a topic of extended discussion by the academic community and the performers. Some authors concerned with the issue claim that advertising has some similiar common features with artistic genres therefore, advertisements should be evaluated as "artistic works" whereas others oppose. They explicitly focus on the reality that advertisements are merely commercial performances and reject the idea of including them as a part of artistic creation (Venkatesh & Meamber, 2006; Burgh-Woodman & Payne, 2012; Rutherford, 1994; Serdarli, 2008). Major reason that lies behind the arguments is mainly the status of craetiveness in advertising business. After the campaign "Think Small", which was realised under the control of William Bernbach in 1959, "creativity" notion was placed in the centre of advertising phenomenon and utilized as its defining fundamental parameter since then. As a consequence, the need for being creative caused an intense involving in aesthetics concurrently. Thus, advertising business achieved a status in the vicinity of art genres. (Sullivan, 1998: 1-14; Yilmaz & Ertike, 2011: 161). Besides, referring to Hegel (1998) this study acknowledges his theory 'art targets at achieving absolute beauty', but rejects the idea that advertising business participates in it. Consequently, within a pragmatic context it can be mentioned about an instrumentalisation of aesthetic through advertising texts.
Nowadays aesthetic care in advertising texts is so common and has become a usual phenomenon that can be encountered in media easily at all levels. This controlled aestheticisation level is consciously composed by advertising team (Yilmaz & Ertike, 2011: 46). This...