100多年来,西方广告界的思想家和大师们从未放弃过对广告创意的哲学思考,正是由于他们对创意的不同哲学的理解,才提出了与之相应的创意策略理论。 艺术派 艺术派认为:广告在基本上是说服,而说服的发生并不是科学而是艺术。伯恩巴克是国际广告界公认的第一流的广告大师,被誉为60年代美国广告创意革命时期的三位代表人物和旗手之一。他率先提出“广告就是说服的艺术”。从而确定了他在艺术派中的领导地位。他在他的“宣言”中指出“目前广告行业出现了太多的广告技术员,可怜的是他们太注重规则,太遵循‘过于绝对’的游戏规则。他们认为自己是广告科 For more than 100 years, the thinkers and masters of the Western advertising industry have never given up on the philosophical thinking of advertising creativity. It is because of their understanding of the different philosophy of creativity that the corresponding creative strategy theory is proposed. The Art School The art school believes that advertising is basically persuasive, and that persuasion is not science but art. Bernbach is recognized as the first-rate advertising master in the international advertising industry, and is regarded as one of the three representative figures and flag bearers of the US advertising creative revolution in the 1960s. He took the lead in proposing “the art of advertising and servitude.” This confirmed his leadership in the art school. In his “Declaration”, he pointed out that "at present, there are too many advertising technicians in the advertising industry. What’s pitiful is that they are too rules-oriented and follow the ‘too-absolute’ rules of the game. They think of themselves as advertising departments.