The paper discusses the ways how various forms of phonological iconicity are used in multimodal promotional discourse in three languages (English, Latvian, Russian) to represent such aesthetic categories as the beautiful, the cute and the interesting. The paper provides an overview of the theoretical premises and assumptions supported with some examples illustrating realization of the axiological language function in localizing multimodal promotional messages, analyzing how euphony can be employed to create the impression of the beautiful, how size symbolism can be used to create the impression of the cute, and how phonological reduplication and punning can be used to create the impression of the interesting.