Advertising communication in system of current generation aesthetic values

The author of this article considers the aesthetic values system of the current generation of consumers (Generation Y) based on the decrease in material goods value and predominance of emotional experiences as well as the relevance of changes in this system for advertising communications. The effect of diversified differently directed values creating the actual world view of this generation on changing communications format in general, and advertising in particular, is discussed. The examples characterizing the basic changes of the role of advertising in product comprehension and changed priority of the purposes of influence on the consumer from practical to aesthetic ones are given. Also, the author points out the specific character of up-to-date advertising communications focused on the “integration” of various brands into the value-conscious and aesthetic system of the consumer through sensuous experiences and stamping in of emotional associations. This makes advertising efficient, on the one hand, and provides for the balanced existence of the mental outlook system of a modern person, on the other hand.