kommertsliku

Kommertsliku is a term used in Estonian-language discussions of advertising and visual media to refer to imagery created for commercial use. The phrase conveys images produced to promote products, services, brands, or campaigns, rather than images captured for editorial, documentary, or personal purposes. In this sense, kommertsliku denotes the commercial character and intended audience of the visuals.

In practice, kommertsliku imagery includes product photographs, lifestyle scenes used in marketing campaigns, and branded visuals produced by advertisers, creative agencies, or stock photography providers. Such images are typically managed under licensing arrangements that specify how they may be used, redistributed, or modified. Licenses may be royalty-free or rights-managed, and terms often cover multiple channels such as print, online, and broadcast.

The concept is used in media studies, copyright discourse, and digital marketing within Estonian contexts to distinguish commercial visuals from other categories of image use. It also intersects with discussions about branding, campaign strategy, and the economic value of visual content. While the exact terminology varies, kommertsliku is commonly understood to describe imagery created or commissioned for commercial objectives and intended for use in commercial communications.

Translations into English generally render kommertsliku as “commercial image” or “advertising image.” The term is closely related to related concepts such as stock photography and advertising photography, though kommertsliku emphasizes the commercial purpose of the imagery.