For citation: Morozova A.V. (2016) Reklama kak ob"ekt prakticheskoy estetiki [Advertising as an Object of Practical Aesthetics]. Mediaskop 4. Available at: http://www.mediascope.ru/node/2186
© Anastasia V. Morozova
Post-graduate student at the Chair of Russian Language Stylistics, Faculty of Journalism, Lomonosov Moscow State University, artist and restorer at the Pushkin State Museum of Fine Arts (Moscow, Russia), nastyka@list.ru
Abstract
Advertising is a complex polysemantic and multifunctional phenomenon that can be studied using different approaches. Being an element of marketing communications, it is simultaneously an issue of modern aesthetic communication and an object of both media stylistics, lingua-semiotics and modern aesthetic reflection.
In this article commercial advertising is addressed as a kind of mass art and as an object of practical aesthetics. We adapt the concept of aesthetics (as a macroscience, metascience of the beautiful in all its factures as well as in verbal expression) in its dimension of "practical aesthetics" to the analysis of commercial advertising as a polycode discourse, that is we integrate it in media stylistics.
We study the methodological problems of correlation and interaction of art and advertising.
The product of advertising represents the synthesis of the forms of business information and art devices intended to reach concrete and pragmatic aims.
Market for goods and services is gradually transforming into a market of "emotional purchases"; the competition of similar products from different manufacturers is no longer at the level of the functional characteristics of a model, which run out quickly, but at the level of "selling ideas" and their artistic expression in advertising. Marketing and aesthetic aspects of advertising can complement and enrich each other.
Art as an incarnation of aesthetic in any material specifically fulfilled by human becomes one of the conditions for the successful existence and functioning of advertising. This hypothesis allows us, on the first hand, to analyze the aesthetic and communicational potential of advertising, and on the second hand - to interpret some individual advertising products from the standpoint of art, that is, as a specific type of art.
Keywords: practical aesthetics, commercial advertising aesthetics, popular art.
Notes
Hegel G.W.F. Lektsii po estetike [Lectures on Aesthetics]. Available at: http://esthetiks.ru/gegel-lektsii-po-estetike.html (aссessed: 15.01.2016).
Kant I. (1994) Kritika sposobnosti suzhdeniya [Critique of Judgment]. Moscow: Iskusstvo Publ.
References
Bakhtin M.M. (2003) Sobranie sochineniy v semi tomakh. Filosofskaya estetika 1920-kh godov [Collected Works in 7 Volumes. The Aesthetics of Philosophy in 1920s]. Moscow: Russkie slovari. Yazyki slavyanskoy kul'tury, vol. 1.
Bense M. (1969) Einführung in die informationstheoretische Ästhetik. Grundlegung und Anwendung in der Texttheorie. Reinbek: Rowohlt.
Borev Yu.B. (2002) Estetika [Aesthetics]. Moscow: Vysshaya shkola Publ.
Bychkov V.V. (2012) Estetika [Aesthetics]. Moscow: KNORUS Publ.
Bychkov V.V. (2008) Postneklassicheskaya estetika: K voprosu o formirovanii sovremennogo esteticheskogo znaniya [Postnonclassical Aesthetics: on the Issue of Modern Aesthetic Knowledge Formation]. Filosofskiy zhurnal 1. Available at: http://www.intelros.ru/readroom/fg/fg_1/5388-postneklassicheskaya-yestetika-k-voprosu-o-formirovanii-sovremennogo-yesteticheskogo-znaniya.html (aссessed: 21.01.2016).
Delez Zh., Gvattari F. (2007) Anti-Edip: Kapitalizm i shizofreniya [Anit-Oedipus: Capitalism and Schizophrenia]. Ekaterinburg: U-Faktoriya Publ.
Dzikevich S.A. (2004) Estetika reklamy [The Aesthetics of Advertising]. Moscow: Gardariki Publ.
Istoriya estetiki. Pamyatniki mirovoy esteticheskoy mysli [The History of Aesthetics. The Monuments of the World Aesthetic Thought] (1964). Moscow: Iskusstvo Publ., vol. 2.
Kagan M.S. (1971) Lektsii po marksistsko-leninskoy estetike [Lectures on Marxist-Leninist Aesthetics]. Leningrad: Leningrad Univ. Publ.
Kara-Murza E.S. (2013) Lingvosemiotika reklamy kak nauchnoe napravlenie i vuzovskaya distsiplina [Lingua Semiotics of Advertising as a Scientific Area and University Discipline]. In: Trudy kafedry stilistiki [Works of Department of Stylistics]. Moscow: Faculty of Journalism, Moscow St. Univ. Publ., vol. 4, pp. 74−78.
Kara-Murza E.S. (2015) Sovremennaya russkaya reklama i ee vnutrennyaya differentsiatsiya [Modern Russian Advertising and Its Inner Differentiation]. Medialingvistika 4: 19−34.
Klushina N.I. (2015) Mediastilistika: kak ustroen sovremennyy mediastil' [Media Stylistics: How the Modern Media Style is Organised]. Russkaya rech' 3: 55−60.
Klushina N.I. (2013) Mediastilistika v antropotsentricheskoy paradigme: novye metody i podkhody [Media Stylistics in the Anthropocentric Paradigm: the New Methods and Approaches]. In:
Razvitie russkoyazychnogo mediaprostranstva: kommunikatsionnye i eticheskie problemy. Materialy Mezhdunarodnoy nauchno-prakticheskoy konferentsii 26–27 aprelya 2013 g. [The Development of Russian-Language Media Space: Communicative and Aesthetic Issues. The Materials of the International Scientific and Practical Conference, April 26-27, 2013]. Moscow: Faculty of Journalism, Moscow St. Univ. Publ., pp. 48−55.
Kostina A.V. (2003) Estetika reklamy [The Aesthetics of Advertising]. Moscow: Vershina Publ.
Mironov V.V. (2003) Sredstva massovoy kommunikatsii kak zerkalo pop-kul'tury [Mass Media as a Mirror of Pop Culture]. In: Yazyk SMI kak ob"ekt mezhdistsiplinarnogo issledovaniya [Language of Media as Object of a Cross-disciplinary Research]. Moscow: Moscow St. Univ. Publ., pp. 250−258.
Munro T. (1963) Evolution in the Arts and Other Theories of Culture History. Cleveland: The Cleveland Museum of Art.
Nikiforova A.A. (2008) Estetika i prakticheskaya filosofiya sovremennosti [Aesthetics and Practical Philosophy of Modernity]. In: Universal'nost' esteticheskogo opyta [The Universality of Aesthetic Experience]. St. Petersburg: Russian St. Pedagogical Univ. named after AI Herzen Publ., pp. 98−105.
Nikitina I.P. (2008) Filosofiya iskusstva [Philosophy of Art]. Moscow: Omega Publ.
Schepilova G.G. (2011) Funktsional'nyy podkhod k izucheniyu reklamy v SMI [Functional Approach to Studying Advertising in the Mass Media]. Mediaskop 2. Available at: http://www.mediascope.ru/?q=node/847 (aссessed: 09.03.2016).
Uells U., Bernet Dzh., Moriarti S. (1999) Reklama: printsipy i praktika [Advertising: Principles and Practice]. St. Petersburg: Piter Publ.
Vasil'ev G.A., Polyakov V.A. (2006) Osnovy reklamy [The Basics of Avertising]. Moscow: Yuniti-Dana Publ.
Zaytseva A.F. (2015) Estetika kreativnoy idei v reklame [The Aesthetics of Creative Idea in Advertising]. Istoricheskaya i sotsial'no-obrazovatel'naya mysl' 7(4): 77−81. Available at: http://cyberleninka.ru/article/n/estetika-kreativnoy-idei-v-reklame (aссessed: 06.04.2016).