On Advertising As Art by Steve Cuno

ON ADVERTISING AS ART

By Steve Cuno

Advertising

As Art

But great reviews have nothing to do with the art of selling. That art is manifest only when advertising gets its target to act in accordance with agreed-upon objectives.
Which is why, though you don’t hear it as often, Bernbach also said:

“Technique for its own sake can be dangerous ...you’re so anxious to do things differently ...and more brilliantly than the next guy, that that becomes the goal of the ad, instead of selling the merchandise.”

Results and acclaim needn’t be mutually exclusive, but to assume that one ensures the other is frivolous, irresponsible and naive.
Many successful salespeople make lousy entertainers.Many top-selling ads make lousy art.
But when it comes to the art of persuasion, those who create the top-selling ads are the masters.

ill Bernbach died in 1972, but creative wannabes the world over still quote him.
Well they should.The man was a genius.
I only object when people quote Bernbach to justify irresponsible advertising. Take, for instance, what is probably the most-oft invoked Bernbachism:

“Advertising is fundamentally persuasion, and persuasion happens to be not a science, but an art.”

No one would disagree. Without a doubt, there is an art to persuasion.
But some ad people want you to believe that advertising is an art form. Something to be hung on a wall and admired.
It’s understandable. Praise from critics and peers is heady stuff.Less beguiling priorities – like marketing objectives – are easily lost in all the excitement.