Естетика на иконичното: рекламна комуникация чрез сливане на елементи от изящното и приложното изкуство
Aesthetics of icons: advertising communication in a way of combining fine and applied art elements

Summary/Abstract: The questions of our interest and high priority belong to the field of aesthetics in advertising design and communication. The answers could give a deeper understanding of the logic, function, and specifics of the meaning standing behind the visual and its ways of spreading information through icons. It can be “consumed” imperceptibly by the audience and at the same time produce a reaction. In other words, there are hidden messages beyond the two-dimensional print/digital images that could be sent more effectively adopting some methods of aesthetics. Our main goal is to discover how the entire process unfolds and how it is possible for this to happen. So, we will focus on the icon sign system and the visual rhetorical figures that are the base of some communicative strategies.

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