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在英文中,“广告”这个中文词汇对应的是两个不同的名词:Advertisement和Advertising。Advertisement指的是一则则平面或其他形态的广告作品,Advertising则指的是广告活动、广告策划或广告产业。简单说,Advertisement是艺术,而Adve rtising是科学,前者是后者的表现形式和必要组成部分。忽略了这种区分,“广告究竟是艺术还是科学”就成了一个伪问题。广告业内人士当然并非不清楚这一点,批评者也绝非对此一无所知,那么,究竟是什么使得20世纪80年代以来,中国广告人要持续围绕着这个看似无解的问题一直辩论到如今?本应是艺术和科学相融并存的广告,为何偏要在片面的“科学”托辞下与艺术渐行渐远呢?
In English, the Chinese term “advertisement” corresponds to two different terms: Advertisement and Advertising. Advertisement refers to a flat or other forms of advertising works, Advertising refers to the advertising campaign, advertising planning or advertising industry. Simply put, Advertisement is art, and Adve rtising is science, the former is the form and an integral part of the latter. Ignoring this distinction, “is art or science advertising” an issue? Of course, it is not clear to advertisers that critics do not know anything about it. So what exactly has caused Chinese advertisers to continue arguing around this seemingly inconclusive issue since the 1980s? Nowadays, this should be an advertisement in which art and science coexist. Why does it drift away from art under the one-sided “scientific” excuse?