In the traditional media-dominated consumer landscape, advertising serves not merely as a vehicle for product information but as a profound aesthetic practice. Through meticulously crafted visual compositions, narrative structures, and symbolic metaphors, it constructs the cultural essence of brands and fosters enduring emotional connections. However, with the widespread adoption of the internet and mobile devices, the rise of e-commerce has fundamentally reshaped the advertising ecosystem and creative paradigms. This study explores the profound transformations in advertising aesthetics within the e-commerce paradigm, where click-through rates, conversion rates, and algorithmic recommendations form the core metrics. The study first examines the aesthetic pursuits inherent in traditional advertising, then demonstrates that contemporary e-commerce advertising has fully embraced an "effect-first" approach to meet the demands of fragmented communication and instant conversion efficiency.

This shift manifests a pronounced "utilitarian turn" in aesthetic expression: creative processes have yielded to data-driven optimization, subtle symbolic language has been replaced by blunt promotional rhetoric, and narrative depth has been reduced to standardized, homogeneous functional displays. The research contends that while this paradigm shift enhances short-term commercial efficiency, it simultaneously erodes the aesthetic dimension of advertising, resulting in impoverished visual language, flattened brand identities, and superficial aesthetic experiences. This paper attempts to critically reflect on the imbalance between "artistry" and "commerciality" in advertising during the e-commerce era, and calls for finding a new equilibrium between the two in future creative endeavors. This exploration provides a theoretical perspective to understand the evolution of advertising art under digital business logic, while also offering potential reference paths for industry practices.