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- Dagalp, Ileyha, 1989, et al.
(författare)
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From “aesthetic” to aestheticization: a multi-layered cultural approach
- 2022
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Ingår i: Consumption Markets & Culture. - : Informa UK Limited. - 1025-3866 .- 1477-223X. ; 25:1, s. 1-20
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Tidskriftsartikel (refereegranskat)abstract
- This article synthesizes previous literature on consumption, surrounding matters of aesthetic deliberation to offer a conceptual discussion of consumer-cultural aestheticization processes. Our main argument is twofold. First, we seek to re-orient the discussion of “the aesthetic” (i.e. something that is aesthetic) toward the processes that render something aesthetic (i.e. how something is made aesthetic). Second, on this basis, we conceptualize three groups of interrelated processes that cut across past research on aesthetics and elucidate how aestheticization permeates consumption, brand, and market processes. We discuss theoretical and empirical implications of this conceptualization in terms of (re-) enchantment, mythmaking, and aesthetics for future work on the nexus of consumption, brands, and markets.
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- Dagalp, Ileyha, 1989, et al.
(författare)
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Myth
- 2022
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Ingår i: Journal of the Association for Consumer Research. - 2378-1815 .- 2378-1823.
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Konferensbidrag (refereegranskat)
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- Dagalp, Ileyha, 1989
(författare)
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Myth Aestheticization
- 2022
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Doktorsavhandling (övrigt vetenskapligt/konstnärligt)abstract
- This thesis theorizes the process of myth aestheticization for marketing and consumption. A concept of myth aestheticization springs from a simple yet complex idea: What if something is not “aesthetic” in and by itself, but it is made “aesthetic”? This thesis would like to refine the argument that aestheticization entails a process that typically translates myths into beautiful, sublime ideals and (re-)produces as something beautiful and/or sublime by brands and consumers, is a way through which consumer culture operates. In that aestheticization, there is a symbiosis between myth and consumption/brand activity. Following Böhme (1993; 2003; 2013) and Holt (2003; 2004; 2006), this thesis expands aesthetic work by investigating the different domains of it and contributes to the refined understanding of mythmaking. To explore myth aestheticization, this thesis brings together a variety of empirical contexts – brand experience design executives, amateur hobbyists of historical re- enactments, and retro appreciators – to illustrate how these producers and consumers incorporate myth aestheticization, thereby (re-)producing myths in consumer society. Considered alongside one another, these empirical contexts offer a vital complement to discussions of myth-making emergent in these aesthetic-related market activities. The findings show the ways through which myths are (re- )produced as being beautiful and/or sublime ideals through three major processes: cultivation, staging, and circulation. The myth aestheticization process helps to explain how discourses are promulgated through material and bodily actions through which enchantment can be produced by means of aesthetic work. Taken together, the studies illustrate how consumer cultural actors aestheticize myths in ways that reflect cultural tensions and enable economic profitability. The ideological aim of myth aestheticization is to make both the myth and the brand/product/place that carries the aestheticized myth enchanting. This understanding of myth aestheticization holds important implications for understanding key processes in consumer culture on the level of brands as well as consumers, for marketing practitioners, and for future research.
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- Dagalp, Ileyha, 1989-, et al.
(författare)
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On Ads as Aesthetic Objects : A Thematic Review of Aesthetics in Advertising Research
- 2024
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Ingår i: Journal of Advertising. - : Informa UK Limited. - 0091-3367 .- 1557-7805. ; 53:1, s. 126-147
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Forskningsöversikt (refereegranskat)abstract
- For an academic field to remain vital, it is necessary to reflect upon its conceptual foundations and learn from adjacent disciplines. On that note, aesthetics can provide significant insights into advertising. While aesthetic elements have received attention in advertising research, no systematic attempts have been made to provide a comprehensive overview of this literature. The purpose of this conceptual article is to bring different branches of aesthetic theory into advertising studies. Marketers have historically focused on product functionality and often appeal to consumers through explicit messages. This article fills an important gap by delineating and advocating the conceptual foundation of advertising aesthetics as a research area worthy of further attention. In short, we understand advertising aesthetics as the artlike properties of and sensory responses to ads. A review of 309 papers provides the thematic outline of the study. Seven key themes are identified: (1) the nature of advertising aesthetics, (2) advertising creativity, (3) textuality, (4) social aesthetics, (5) cross-cultural differences, (6) the role of media in creating aesthetic opportunities, and (7) aesthetic categories beyond the beautiful and sublime. These themes offer a novel way of exploring contemporary issues in advertising. The article concludes with suggestions for future research.
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