Abstract
What roles do aesthetic categories play in advertising imagery? How does aesthetic communication affect advertising? In light of such questions, this paper aims to point out the importance of aesthetic communication in advertising. It set off from a contextual discussion on the particularities of aesthetic communication in advertising imagery. Next, it elucidates the conceptual frame of such advertising component. To further highlight the aesthetic communication functions, this paper proceeds to revealing the primary aesthetic categories specific to advertising imagery. On the positive side, it points out the beauty, the sublime, the graciousness, the humour, the poetic etc. On the negative side, it reveals the ugliness, the grotesque, the monstrous etc. In the end, conclusive remarks reiterate the role of aesthetic communication in advertising. © 2016 Published by Future Academy www.FutureAcademy.org.uk
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