论广告的科学性与艺术性

On the Science and Art of Advertising

广告无论是在信息传播技术还是在表现形式上都应该是科学性和艺术性的完美结合。分析了广告在广告活动和广告学科中的科学性表现,以及在广告活动和广告作品中所体现出的艺术性。介绍并评析了广告科学派与艺术派的论战观点,得出结论:广告是科学,但不是单纯的科学;广告是艺术,但也不是纯粹的艺术。广告的科学性与艺术性是对立统一的,现代广告活动如果坚持科学性与艺术性的统一,就能立于不败之地。

Advertising should be a perfect combination of science and art both for the technology of information spreading and the way of presentation. This paper analyzes the scientific character of advertising activity and advertising subject, as well as the artistry in advertising activity and advertising works. In addition, it introduces and evaluates some points of views from the controversy between the advertising science and advertising art school. It concludes that advertising is science but not pure science and advertising is art but not pure art. The scientific and artistic character of advertising is both opposite and unification. It would be a success for modern advertising to insist on the unification between science and artistry.