Advertising art refers to the art of expression for the purpose of merchandise sales. It is a creative and practical art form with a clear purpose and under many restricted conditions. Advertising art is a unique form of music separated from modern art. Advertising art involves almost all modern art fields. It is a splendid branch in the jungle of modern art and has its own characteristics and development laws.
Including painting. Photography, language and literature, music and performance, sculpture and architecture, etc.
Advertising art belongs to the category of practical art, belonging to the category and field of modern design. It is not a “pure” art. We believe that the distinction between advertising art and pure art is of great significance for further understanding the characteristics of advertising art and for the creation and production of advertising art. The difference between advertising art and pure art is at least manifested in the following aspects.
Pure art is an integral part of the superstructure. However, due to the particularity of its purpose, means, service and target, advertising determines that it is not entirely a superstructure. The creation and performance of advertisements are all to promote the sale of goods and ultimately gain profits. In other words, advertising art is just a means of profit, that is, it is part of the economic foundation. However, advertising art has the unique nature of art, that is, creative activities in ideology, so it is also a part of the superstructure. Therefore, we believe that advertising art is a combination of art and economy, art and science and technology, it involves spiritual civilization and material civilization at the same time, and is a form between the superstructure and the economic foundation.
Pure works of art are characterized by the individual psychological feelings of the artist, while advertising works are based on the psychological characteristics of the advertising target and start from their feelings.
Art works are generally made by artists with “sense”. The personality and style of the works are related to the artist’s psychological characteristics, personal long-term artistic cultivation, personal experience and personality, and specific feelings in a specific environment; and advertisements The individuality and style of art works are firstly embodied as the individuality and style of the enterprise and the product, and as the individuality and style of the advertising object. It is not and should not be the personality and style of the ad creator (sometimes a group). Although the creator of the advertisement is also a consumer, any personal psychological feeling has a certain degree of particularity. In advertising creation, one must not simply substitute personal psychological feelings for specific consumer groups’ feelings about products. As the advertising thinker Leo Burnett said: “If you can’t turn yourself into your customer, you should hardly be in advertising.”
The artist creates works of art that he feels, and he can ignore those things that he is not interested in. But advertising creators cannot do this, or in most cases it is not. Regarding the creation of advertisements commissioned by advertisers, regardless of whether the creators have already felt it at the time, it is first treated as a “task” and then followed. Therefore, his freedom in the choice of creative objects is far less than that of artists. This also determines that market research and data collection must be used as a “prelude” to advertising creation. Advertising creators must look for “feeling” in these materials to give full play to their creativity. It is impossible to create excellent advertising works without feeling.