Creativity 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.
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