Is the Buying Experience an Aesthetic Experience?

Giacomo Fronzi

Abstract


Da alcuni anni è cambiato il modo di intendere e di “fare estetica”. Dopo essersi concentrata esclusivamente sull’arte e, al massimo, sul paesaggio, l’estetica ha iniziato a dialogare con altre discipline: filosofia della mente, antropologia, psicologia, economia. In questo articolo, viene affrontato un nuovo rapporto, quello tra estetica e marketing, alla luce degli elementi che ne motivano la sua possibile strutturazione. Per un verso, il marketing si rivela un interessante terreno di verifica e applicazione delle categorie estetiche. Per altro verso, l’estetica, per secoli legata alla categoria del “disinteresse”, trova nel marketing un campo d’analisi inedito e tradizionalmente considerato a essa antitetico. 

The way of understanding and “doing” aesthetics has recently changed. Once focused exclusively on the arts and, at most, on landscape, aesthetics has begun to dialogue with other disciplines: philosophy of mind, anthropology, psychology, economics. This paper intends to explore a new relationship between aesthetics and marketing, in the light of those elements which motivate its possible organization. On the one hand, marketing proves to be an interesting field through which aesthetic categories can be verified and applied. On the other, aesthetics, which has been for centuries linked to the category of “disinterestedness”, finds in marketing a field of analysis which is new and traditionally considered antithetical to it. 

 



Keyword


Aesthetic experience; Creativity; Marketing Aesthetics; Profit

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