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Creativity and Advertising by Andrew McStay

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4 Playful combinations

The aim of this chapter is to account for combinatory conceptions of creativity. There are two parts to this: the first relates to what Koestler (1970 [1964]) labels bisociation; and the second has to do with more familiar semiotic, structural and critically-led accounts of advertising. While these share similarities, there are also significant differences worthy of exploration particularly in regard to surprise and the requirement of audience involvement. In exploring the role of combinations, the chapter also accounts for the centrality of play, reflexivity and meta-communication to creativity. The chapter progresses to expand the premise of creativity beyond combinatory logic, to explore what Boden (2004; 2010) designates ...

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