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Creativity and Advertising by Andrew McStay

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3 The poetics of advertising

Chapter 2 provided detail and background on how creativity is perceived within the advertising industry, and then proceeded to theorise the creative process within advertising as deeply phenomenological and predicated on what is phrased here as positive indeterminacy that, in regard to advertising, is the action of privileging engagement with phenomenological and experiential dimensions of culture. However, this focus on formative processes and rootedness-in-the-world does not tell of the fruits of this engagement, nor does it provide much insight into the craft of making. This is what is meant here by poetics, that is, the ways in which advertising is assembled to produce a desired effect of some sort.

The aim of ...

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