Creativity and Advertising: Affect, Events and Process - Hardcover

McStay, Andrew

Hardcover

ISBN 10: 0415519543 ISBN 13: 9780415519540

Publisher: Routledge, 2013

Synopsis

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.

About this title

About the Author

Andrew 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).

Review

"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

Edition details

• Publisher: Routledge
• Publication date: 2013
• ISBN 10: 0415519543
• ISBN 13: 9780415519540
• Binding: Hardcover
• Language: English
• Edition number: 1
• Number of pages: 192