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Creativity and Advertising by Andrew McStay

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2 Strangely revealing

This chapter provides insights into how people in advertising conceive of creativity so to provide non-specialists with a sense of agency perspectives, intra-agency discourses and the degree to which creativity is valued. It also provides a working overview of the numerous actors that play a role in the co-creative development of advertising. While some of the practitioners mentioned here will be very familiar to those practising or studying advertising, this chapter will help those unfamiliar with the internal workings of advertising to obtain a better sense of how central creativity is to the advertising industry. Insights into creativity in advertising are derived from a number of sources and approaches. These include ...

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