关于广告的科学性与艺术性问题,历来是学界争议的焦点。不管哪一种界定,都或多或少存在缺憾。针对广告是否是艺术问题,本文倡导一种个案分析,而不是笼统定位。也就是说,我们不是争论广告是否是艺术的问题,而是具体分析某条广告在何种情况下被当成了艺术问题。即创造性、虚构性和理想性的统一,是衡量广告是否成为一门艺术的标准。 On the scientific and artistic issues of advertising, has always been the focus of academic controversy. No matter what kind of definition, there are more or less shortcomings. In response to whether the advertisement is an art issue, this article advocates a case study rather than a general one. That is, we are not arguing whether advertising is a matter of art, but rather a specific analysis of the circumstances under which an advertisement is treated as an issue of art. The unification of creativity, fictionality and ideality is a measure of whether advertising has become an art standard.