The article presents theoretical and methodological approaches to the analysis and classification of visualized marketing communications based on the evolution of communication models. A critical review of classical models (Shannon-Weaver, Berlo, Schramm, Maletzke) and specialized marketing models (AIDA, DAGMAR, IMC, RACE) is conducted. Six basic elements of the communication process, sufficient for a detailed classification of visual content, are identified and substantiated: source, recipient, intermediary, channel, experience-based encoder, and feedback. In contrast to existing hierarchical classifications, an object-oriented classification model of visualized marketing communications is proposed that implements multi-criteria relationships between elements without transitive dependencies and redundant attributes. The developed scheme allows for the classification of visual content (images, infographics, video, text, brand character) both by individual objects of the communication process and by their totality, followed by expert assessment on a 10-point scale. The need to take into account intermediaries (micro- and macro-environmental factors) as targeted signal modifiers, and not just “noise”, is substantiated.