Communication mediated by primary media channels in mass society is increasingly distinguished by the pictorial character of transmitted information. Aesthetic experience becomes a universal transmitter of messages, and symbolism an immanent instrument for understanding the obtained information. In this context, we can consider art as the driver force of a unique cognitive activity that encourages the understanding and interpretation of media discourse. That is why the goal of this paper is to try to clarify the connection between the communication of attitudes in the mass society and art, using the examples of selected advertising campaigns by established fashion brands, which use visuals of the most famous works of art as templates for their campaigns. The first part of the paper focuses on the history of development of the mass media and the society in which said media dominates, with an emphasis on the position of art and the implications which the means of mass communication can have on society and culture as a whole. Next chapter focuses on the importance of aesthetics and art in today's visually oriented society, and their communication potential in the context of advertising is re-examined. The theoretical part of this paper is concluded with a chapter on visual communication and fashion advertising, with the focus on clarifying the concept of reproduction in the context of multiplication of different artworks for advertising purposes. Through a comparative content analysis the research part of the paper examines how the artistic form affects the communicatory messages of the fashion brands and the way in which the intention of the message is implied by the use of different works of art as templates in fashion advertising.