| 马克思主义实践观和广告的科学与艺术之争 |
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| 引用本文： | 税彪.马克思主义实践观和广告的科学与艺术之争[J].湖南农机,2008(3):104-105. |
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| 作者姓名： | 税彪 |
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| 作者单位： | 武汉科技学院人文社科学院,湖北武汉430073 |
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| 摘 要： | 广告的科学与艺术之争在广告发展史上有着举足轻重的影响,两大广告派别在各自的广告实践中都有其合理性,如何将两者有机结合是一个只有在广告实践中才能解决的问题。广告科学派强调从广告主的销售目标出发,广告艺术派追求广告人的创意表现,马克思主义实践观下的两大派别之争还应该引入消费者因素。
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| 关 键 词： | 马克思主义实践观 广告 科学 艺术 |
Argument of Marxism Practice Viewpoint and ADS Scientific Art |
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| Shui Biao.Argument of Marxism Practice Viewpoint and ADS Scientific Art[J].Hunnan Agricultural Machinery,2008(3):104-105. |
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| Authors: | Shui Biao |
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| Institution: | Shui Biao (College of Humanic and Social Science,Wuhan University of Science ＆Engineering, Wuhan Hubei 430073 ) |
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| Abstract: | The argument of ads＇ scientific art has pivotal influence in advertisement history. Both ads＇ scientific art school have its rationality in the respective advertisement practice, and how to organically synthesis is the question which can only solve in the advertisement practice. The ads＇ science school has stressed that embark from the sales target and the ads＇ art school pursued adman＇s creativity performance. Under the Marxism＇s practice viewpoint, the argument of ads＇scientific art should also introduce the consumer factor. |
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| Keywords: | Marxism＇s practice viewpoint advertising science art |
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