Before deciding on this philosophical issue that
pops up occasionally, you must understand the difference between a science and
an art. And how they apply to advertising.
A science requires two basic qualities to be
considered a science: repeatability and predictability. One scientist or engineer
using a procedure should get the same result as another scientist or engineer
using the same procedure, each time. Because they employ the same formulas and
tested materials. When an engineer builds a bridge, he knows the load-bearing
qualities of reinforced concrete and the tensile strength of I-beams and steel
cables. He’s relying on scientific information.
That works in science. But formulas and
repeatability doesn’t work to foster creativity or interest in advertising. The
human mind is not intrigued by the familiar. It hungers for something new,
novel and excitingly different, to fascinate the imagination and interest.
(Once you see a movie with a surprise ending or hear the punch line of a joke,
you don’t find the repeating of them that interesting). That’s what makes
persuasion so challenging in advertising. There are no formulas to follow. No “safe”
way to be creative. That’s why advertising is an art.
Samsung Tablet Servisi
ReplyDelete