The Rise of Contemporary Abstract Advertising – Aesthetic Chaos or Marketing Genius?

Mingzi Sang

doi:10.54097/n0a79706

Authors

Mingzi Sang

DOI:

https://doi.org/10.54097/n0a79706

Keywords:

abstract advertising, aesthetic chaos, social media.

Abstract

This study set out to explore the function and reception of abstract advertising in contemporary digital environments, particularly among Gen Z consumers. Through a combination of literature review, visual case analysis, focus group interviews, and social media content analysis, the research has shown that abstraction in advertising - though often ambiguous - can powerfully engage audiences when aligned with emotion, aesthetics, and identity.

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