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OverviewCreativity and Advertising develops novel ways to theorise advertising and creativity. Arguing that combinatory accounts of advertising based on representation, textualism and reductionism are of limited value, Andrew McStay suggests that advertising and creativity are better recognised in terms of the ‘event’. Drawing on a diverse set of philosophical influences including Scotus, Spinoza, Vico, Kant, Schiller, James, Dewey, Schopenhauer, Whitehead, Bataille, Heidegger and Deleuze, the book posits a sensational, process-based, transgressive, lived and embodied approach to thinking about media, aesthetics, creativity and our interaction with advertising. Elaborating an affective account of creativity, McStay assesses creative advertising from Coke, Evian, Google, Sony, Uniqlo and Volkswagen among others, and articulates the ways in which award-winning creative advertising may increasingly be read in terms of co-production, playfulness, ecological conceptions of media, improvisation, and immersion in fields and processes of corporeal affect. Philosophically wide-ranging yet grounded in robust understanding of industry practices, the book will also be of use to scholars with an interest in aesthetics, art, design, media, performance, philosophy and those with a general interest in creativity. Andrew McStay lectures at Bangor University and is author of Digital Advertising, and The Mood of Information: A Critique of Online Behavioural Advertising and Deconstructing Privacy, the latter forthcoming in 2014. Full Product DetailsAuthor: Andrew McStayPublisher: Taylor & Francis Ltd Imprint: Routledge Dimensions: Width: 15.60cm , Height: 1.50cm , Length: 23.40cm Weight: 0.294kg ISBN: 9780415519557ISBN 10: 0415519551 Pages: 192 Publication Date: 03 April 2013 Audience: College/higher education , Tertiary & Higher Education Format: Paperback Publisher's Status: Active Availability: In Print  This item will be ordered in for you from one of our suppliers. Upon receipt, we will promptly dispatch it out to you. For in store availability, please contact us. Table of ContentsReviews"""Creativity and Advertising would be useful to Ph.D. students studying the philosophy of creativity or teachers who teach in-depth about creative processes and their potential."" - Heather Crandall, Gonzaga University, Communication Research Trends" Creativity and Advertising would be useful to Ph.D. students studying the philosophy of creativity or teachers who teach in-depth about creative processes and their potential. - Heather Crandall, Gonzaga University, Communication Research Trends Author InformationAndrew McStay is a Lecturer in Media Culture at Bangor University. His previous publications include The Mood of Information (2011), Digital Advertising (2009) and Media Studies: Texts, Production and Context (2009, co-authored with Long, Wall, and Bakir). Tab Content 6Author Website:Countries AvailableAll regions |
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