UTILISATION OF AESTHETICS IN TELEVISION ADVERTISING

The paper set out to examine the relevance of aesthetics in television advertising. The rationale behind the study is to find out whether aesthetics in advertising persuades consumers to patronise advertised products. The paper is anchored on two theories; they are social judgement theory and pleasure aesthetics theory. The paper gave a conceptual clarification of advertising and aesthetics. It identifies the aesthetic elements in television advertising to include: sound, dance, music, character, colour, etc. These elements are very important in television advertising because they go a long way in persuading people to patronise advertised goods and services. The paper concludes that television advertising needs aesthetic elements to appeal to the people. The paper recommends, among others that, advertisers should endeavour to make the audience have an aesthetic experience in the product or service that is advertised and that there is the need for products and services to be constantly advertised so as to make consumers to be loyal to such products and services.