Creativity and Advertising

<p><em>Creativity and Advertising</em> 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. </p><p>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.</p><p>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.</p><p>Andrew McStay lectures at Bangor University and is author of <i>Digital Advertising</i> and <i>The Mood of Information: A Critique of Online Behavioural Advertising</i> and <i>Deconstructing Privacy</i> the latter forthcoming in 2014.</p>