The Aesthetics of the advertising image in postmodern art

Abstract

The research, titled "The Aesthetics of the Advertising Image in Postmodern Art," addresses a modest scientific effort to uncover the aesthetics of the advertising image and its impact on the recipient through selected artistic productions from the paintings of postmodern artists. The advertising image has been considered a means of conveying ideas and information to people and an important means of visual attraction to attract the recipient's attention and achieve a response to the product. It is also considered an important means of communication with which people interact on a daily basis, addressing their senses and perceptions and influencing their aesthetic taste. The research results and conclusions are summarized in four chapters. The first chapter is devoted to the methodological framework, explaining the research problem, the importance and need for the research, the research objective, the research boundaries, and defining terms. The research problem was summarized by answering the following question: (What is the aesthetics of the advertising image in postmodern art?) The research objective is to identify the aesthetics of the advertising image in postmodern art. The second chapter is based on three topics (the first topic: the philosophical concept of aesthetics, the second topic: The impact of advertising on the recipient. As for the third topic: the visual composition of the advertisement. This chapter also includes the indicators that the theoretical framework concluded. The third chapter dealt with the research procedures, including the research community (20 artworks) and the research sample, which consisted of five artworks, in order to achieve the research objective. As for the fourth chapter, it included the research results, conclusions, recommendations, proposals, sources and references.