Advertising's Two Cultures: Finding the Sweet Spot Between Art and Science
In his iconic Two Cultures essay, C. P Snow sounded alarm over the growing chasm between “the arts” and “the sciences” in academia, insisting that we must find a way to connect these seemingly disparate fields. By applying Snow's ideas to the ongoing debate over whether advertising is an art or a science, we can begin to explore how this industry might offer a unique opportunity to bring the two worlds together. This is particularly true for companies like Benco, whose boutique video production expertise adeptly bridges these two fields. With the rapid advancements of the 21st century digital age, the stage is set for an exciting and dynamic synergy between the two previously opposed spheres.
Advertising tools are like a pendulum, swinging between the poles of art and science, and companies' success depends on finding the right balance. As Edgar Degas once observed, "Art is not what you see, but what you make others see." This sentiment resonates strongly in the world of advertising, where the ultimate goal is to make consumers see the need for a particular product or service. But while data can be a powerful tool for understanding consumer needs and preferences, it can also stifle creativity when it becomes the sole driver of strategy.
While advertising may be viewed as a science, driven by technology and data, it's the artistry and creativity that truly captivate and persuade audiences. When we rely too heavily on the "old science" of advertising, we risk losing the intangible qualities that make people sit up and take notice. Original and effective advertising requires us to think outside the box, to take risks and push boundaries, and to embrace the intrepid spirit that lies at the heart of the creative process. At Benco, this is achieved through harnessing the power of the "wow factor" - using humour, striking visuals, and engaging narrative arcs to create branded content that leaves a lasting impression. Creating effective branded content requires more than just showcasing a product - it's about telling a story that captures people's attention and makes them feel something.
When it comes to the two elements of scientific data and creative artistic courage, on the surface it is easy to believe the two are diametrically opposed. As Karl Popper observed, science is a spiritual adventure that requires vision, creativity, and a willingness to challenge the status quo. In this "new science" definition, the binary divide between the two cultures begins to fade away.
Scientific problem-solving is all about approaching challenges from unexpected angles and without creativity, all the data in the world won't help you successfully solve the problem. Without creativity, scientific problem solving is impossible.
Art in advertising needs some scientific influence to back up the idea and successfully make it persuadable to audiences. But in this digital, technology, data-driven age it is easy to lose that intangible, risky innovative creativity that makes others “see” the envisioned end product.
In the world of advertising, specifically when Benco approaches the field, creativity and science go hand in hand. While it's true that artistic vision is essential for crafting compelling ads, a solid foundation in data and technology can help make those ideas truly persuasive. At Benco, we keep the advertising pendulum swinging in the middle, having round the table artistic creators and analysts, whose contributions gain equal weight.
C.P. Snow may have seen a divide between the two cultures, but in advertising, we like to blur the lines. Our industry is both a bridge and a continuum, with great opportunities for collaboration between the two fields. Numbers may not inspire the same way that a breathtaking creative concept can, but that doesn't mean they can't spark a fire under an advertising idea. It's not about choosing between the two cultures - it's about finding the sweet spot where they work together in perfect harmony.
Art and science may not always see eye to eye, but in advertising, they're like two peas in a pod. They work together to create something greater than the sum of their parts. But just like any good partnership, there needs to be compromise. If we swing too far in one direction, we risk losing the heart and soul of what makes advertising great.