This non-religious aesthetic form of art was soon to become valued for itself, creating “art for art’s sake”. Art was now on its way to becoming an autonomous entity, divorced from worship, ethics, or religiously useful effects on the head and heart. Instead, these works of art were valued as badges of social status, goods to be marketed or components of a “growing culture industry”.
After more than a century of grappling with Descartes’ division of knowledge into “subjective” and “objective”, eighteenth-century thinkers developed a way to rescue the concept of beauty. The conversation about beauty moved away from a discussion of harmony, proportion, or unity and towards the idea of taste. In fact, at this early stage, the attention to taste as a theme in the discussion of beauty was an attempt to prevent the complete subjectivization of beauty, and to retain some level of objectivity by defining standards of taste. Even David Hume argued for refined taste: “In many orders of beauty, particularly those of the finer arts”, Hume writes in his Enquiry Concerning the Principles of Morals, “it is requisite to employ much reasoning in order to feel the proper sentiment; and a false relish may frequently be corrected by argument and reflection”
Alexander Gottlieb Baumgarten (1714–1762) seems to have coined the term aesthetics. Baumgarten used the term to refer to judgement of good and bad taste, defining taste in his Metaphysica (1739) as the ability to judge using the senses and not the intellect. For Baumgarten, beauty was nothing less than perfect sense knowledge.
Though it had its opponents (notably the Earl of Shaftesbury), the Enlightenment departed from the classical and traditional Christian notions of beauty as being or as a property of God. A growing sense of the individual’s subjective consciousness and a growing awareness of cultural diversity further challenged simplistic ideas of equality, symmetry and harmony as the sum total of beauty. An increasingly secularized intellectual world was now struggling to account for taste apart from any theological moorings. The newly-coined term aesthetics was to become a distinct discipline within philosophy, focused mostly on the beaux arts, rather than a basis for ethics, or as one of three transcendentals that explained immanent reality.