Aesthetics of creative idea in advertising

The author of this article considers advertising as an example of artistic communication with a focus on the aesthetic characteristics of the creative idea which is one of basic components of an advertising product. The article describes basic principles of aesthetics analysis in advertising communications, their strong and weak points, motives and features of historical transformation of advertising messages, the changed role of the creative idea and the artistic image. The author reviews the main stages of advertising product creation from the perspective of aesthetic function actualization in advertising and makes a special emphasis on the differences of value characteristics and evaluation criteria of the creative idea and the final advertising product. This allows to separate the concepts of advertising and an advertising idea in the aesthetic perspective and to consider the creative component as a phenomenon that has its own aesthetic value and potential. On this basis, the author attempts to identify the features of aesthetic concept of a creative idea and to determine its internal potential for further artistic implementation. Aesthetic concept of a creative idea is regarded by the author as the starting point of artistic communication in advertising, which was considered earlier from the perspective of the genre and stylistic features of the implementation itself.