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Creativity and Advertising by Andrew McStay

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5 Sensational dimensions

In creating a meal we select ingredients from different regions, planes and domains, and do this for a purpose – to intensifyflavours, and to stimulate an experience for a given end. The end result is the generation of properties and affects that do not belong to its constituent parts. While combinatory approaches might be the dominant mode to understanding creativity in advertising we should not lose sight of the purpose of using multiple ingredients, which is to deepen and enrich sensory experience. The initial question then is less ‘what do we think?’, but instead, ‘how do we feel?’

The aim here is to further the task of de-coupling discussion of advertising away from representation, signification and ideology to one ...

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