Consumer aesthetic expectations in the system of advertising communications

The article discusses the impact of contemporary aesthetic concepts on consumer perception in advertising communication. It conveys cultural and artistic context of modern advertising and outlines the aesthetic focus of communication technologies. The author analyses the interrelated changes in the advertising imagery, considering the specificity of a visual imagery transformation in popular culture. Advertising communication is considered as the way of the consumer aesthetic needs satisfaction, which influences the consumer’s sensory perception and is regulated by his expectations. Having examined the aesthetic criteria of the advertising impact effectiveness exerted by the 20th century «creative revolution» authors, as well as discovering the modern approaches to the elaboration of the aesthetically value communication projects, the author reveals a sensory orientation of advertising, its appeal to a perception process and the receiving of the consumer aesthetic response, and the article notes the communicative specificity of the aesthetic part in advertising. The article observes the new sociocultural paradigm formation where the aesthetic attributes of the communication process dominate. It is noted that the intense changes in a collective consciousness, the visual revolution occurred at the beginning of the XXI century, the modern life speed and rhythm growth, demand the aesthetic concept of the advertising message to be certainly renovated to stay effective.