The Influence of Artwork Images in Advertising on the Product Perception and Evaluation

The work is devoted to the study about the influence of artwork images in advertising on the product perception and evaluation. The scientific interests of this research are within the framework of visual communication, aesthetic perception and marketing. To date, there are no ready-made solutions and unanimous opinion on this matter. In the course of the work hypotheses were put forward on the dependence of positive perception and evaluation of the product on the presence of art in its advertising, on the influence of respondents' parameters on the perception of advertising ideas, and on the effectiveness of using art in advertising products, depending on their type. These hypotheses were checked by the online survey method with subsequent statistical analysis of the data obtained. The first hypothesis was refuted, the second was accepted, the third - partially accepted. The findings will complement the existing scientific debate, and will also be useful in the field of marketing communications.