In the practice of advertising, there is a large number of “pay attention to the awareness of design, light text case creativity” phenomenon, it seems that advertising activities are color, point, line, surface problems. Therefore, the fundamental solution of these problems must make advertising science become a discipline with strict concept, category and rigorous theoretical logic, regulate advertising behavior with scientific theory, so as to make advertising theory and practice orderly and standardized. Advertising science is a practical and highly operational discipline, advertising science should always pay attention to the practice of advertising activities, advertising practice from the abstract, summary and induction of the significance of guiding the practice of advertising theory. In the study of advertising, we should not only promote the national culture, excavate the excellent advertising performance methods and skills in traditional culture, but also actively learn the successful advertising experience and theory of foreign countries. Since the reform and opening up, China’s advertising industry, like other industries, has developed rapidly. Generally speaking, the advertising creation and chief creative personnel engaged in advertising business activities often feel inadequate in comprehensive knowledge background and skills, especially in the mastery of modern advertising theory. This is bound to restrict the development of China’s advertising industry. It should be one of the tasks of advertising science to change the current situation that the existing staff quality is poor and the advertising level is low.
In a word, the task of advertising science should be to absorb various successful advertising experience and theories, standardize the concept and category of advertising science and improve the theoretical system of advertising on the basis of China’s national conditions and the reality of advertising activities.