Sidney J Levy is an internationally recognized writer whose ideas began to influence marketing executives in the late 1940s. They continue to impact today on: how we think about marketing's role in management; how managers develop product and brands; how they understand their consumers; and how corporate and academic researchers investigate marketplace concerns. Brands, Consumers, Symbols and Research is a comprehensive collection of Sidney J Levy's essays and studies of marketing.
Chapter 8: Marketing and Aesthetics
Marketing and Aesthetics
Marketing managers give aesthetics a lot of practical attention because they frequently make decisions about products, packages, logos, and advertisements and inevitably take account of form, color, sound, composition, and other sensory elements. Nevertheless, outside of specialized circles, the aesthetic motive as a matter for deliberate consideration has been relatively neglected. Managers' decisions are often made on grounds of personal preference alone, or on clichéd beliefs about what people will like. As a field of study, aesthetics has been left largely to artists, teachers of humanities, critics, and some psychologists. Nevertheless, the relationship between business and aesthetics is growing vigorously on several fronts.
The Utilitarian Outlook
In its short history, from the early 1900s when it was separated out and defined ...