| 广告的科学性与艺术性之争:源流与辨析 |
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| 引用本文： | 余艳波,张明新.广告的科学性与艺术性之争:源流与辨析[J].湖北大学学报(哲学社会科学版),2006,33(6):789-792. |
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| 作者姓名： | 余艳波 张明新 |
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| 作者单位： | 湖北大学,文学院,湖北,武汉,430062 |
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| 摘 要： | 广告的科学性与艺术性之争渊源有自,世人对奥格威和伯恩巴克存在的误读是这一争论产生的根本原因。广告的科学性与艺术性之争直接关涉到广告理论研究逻辑起点的确认与整个广告理论体系的建构。在“现代广告”概念的观照下,科学与艺术是广告的两翼:科学性是广告的本质属性,而艺术性则是其特殊属性。
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| 关 键 词： | 广告 科学 艺术 现代广告 |
| 文章编号： | 1001-4799(2006)06-0789-04 |
| 修稿时间： | 2005年3月14日 |
Science or Art: A Reconsideration of the Debate on the Advertising Attribute |
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| YU Yan-bo,ZHANG Ming-xin.Science or Art: A Reconsideration of the Debate on the Advertising Attribute[J].Journal of Hubei University(Philosophy and Social Sciences),2006,33(6):789-792. |
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| Authors: | YU Yan-bo ZHANG Ming-xin |
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| Abstract: | This paper reviewed the origin and development of the famous debate on the scientific or artistic attribute of advertising with a documental research approach.After a detail comparison of both the sides of the debate,the authors argued that the main reason of the breakout of the debate was misunderstanding to the scientific school and the artistic school of advertising creation.This paper suggested that science and art be the two sides of advertising with the perspective of "modern advertising": the former is the essential attribute of the advertising and the latter is its' special attribute. |
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| Keywords: | advertising scientific artistic modern advertising |
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