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Images, the main object of imagological analysis, are by nature value-charged. Despite this fact, previous research has neglected the axiological foundations of imagology. This article discusses in brief some fundamental axiological questions of imagological investigations. The here analysed corpus includes an eighteenth-century visual-textual source (the so-called "Leopold-Stich"), and a famous imagological handbook ("Imagology", by Beller and Leerssen). The analysis starts with the problem of value connotations of the signifier of geocultural spaces and continues with a cluster of questions concerning the nature of value of imagotypical representations. The final part examines two relevant imagological phenomena—diachronic changes in evaluation of certain geocultural spaces and a somewhat opposite phenomenon of evaluative apriorism.