Advertising is the art of persuasion.
Persuasion is not a science but an art
There is no such thing as a good or bad ad in isolation. What is good at one moment is bad at another. Research can trap you into the past.
It may well be that creativity is the last unfair advantage we're legally allowed to take over our competitors.
Properly practiced creativity can make one ad do the work of ten.
Good advertising does not just circulate information. It penetrates the public mind with desires and belief.