Advertising as a creative industry: regime of paradoxes

By:

Derda, Izabela

Material type: Text

TextSeries: Routledge FocusPublication details: Routledge New York 2024Description: ix, 92 pISBN:

9781032203010

Subject(s):

DDC classification:

659.1 DER

Summary: At the crossroads of culture and commerce, the advertising industry is a regime of paradoxes. This book examines the place of advertising in today’s creative industries, exploring the major challenges advertisers confront as they engage with other creative sectors. Izabela Derda, author, media scholar, and industry expert, offers insights into how the industry keeps deconstructing its own creative processes and collaborative models as it attempts to stay relevant. Through extensive case studies and interviews with industry professionals and thought leaders, this book examines the sector’s struggle to adapt to new business models and to monetize creativity in today’s media landscape, from re-engaging audiences through media more typical of arts and entertainment to managing intricate cross-sectoral creative collaborations. From redesigning workplaces to satisfy the expectations of the youngest generations of creatives to reconsidering the paradigm of conventional creative teams, the advertising sector has swiftly adjusted to the seismic changes in today’s media landscape. The book will be of interest to scholars and students of creative media, advertising, and media studies, as well as those interested in understanding the changing complexities and latest innovations of the creative industries. Advertising professionals, artists, and policymakers will find relevant insights and possible solutions for the major challenges facing the advertising industry today. The Open Access version of this book, available at www.taylorfrancis.com, has been made available under a CC-BY license. (https://www.routledge.com/Advertising-as-a-Creative-Industry-Regime-of-Paradoxes/Derda/p/book/9781032203041?srsltid=AfmBOorRqFfXzwndTUkcnQmZAD15082AKoIgECxSNJIB_vWv2MZAGact)

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Holdings
Item type	Current library	Collection	Call number	Copy number	Status	Date due	Barcode
Book	Indian Institute of Management LRC General Stacks	Marketing	659.1 DER (Browse shelf(Opens below))	1	Available		007365

Browsing Indian Institute of Management LRC shelves, Shelving location: General Stacks, Collection: Marketing Close shelf browser (Hides shelf browser)

Previous								Next
Previous	659.1 CHA Advertising works 4	659.1 CLA The want makers: the world of advertising: how they make you buy	659.1 CLO Integrated advertising, promotion, and marketing communications	659.1 DER Advertising as a creative industry: regime of paradoxes	659.1 FEL Advertising works 5	659.1 HAL Adkatha: the story of Indian advertising	659.1 LAN Advertising by design:	Next

Table of content:
Introduction. Between Cultural and Industrial 1. Advertising X Creativity 2. Advertising X Innovation 3. Advertising X Entertainment 4. Advertising X Other Creative Sectors 5. Advertising: Regime of Paradoxes

[https://www.routledge.com/Advertising-as-a-Creative-Industry-Regime-of-Paradoxes/Derda/p/book/9781032203041?srsltid=AfmBOorRqFfXzwndTUkcnQmZAD15082AKoIgECxSNJIB_vWv2MZAGact]

At the crossroads of culture and commerce, the advertising industry is a regime of paradoxes. This book examines the place of advertising in today’s creative industries, exploring the major challenges advertisers confront as they engage with other creative sectors. Izabela Derda, author, media scholar, and industry expert, offers insights into how the industry keeps deconstructing its own creative processes and collaborative models as it attempts to stay relevant.

Through extensive case studies and interviews with industry professionals and thought leaders, this book examines the sector’s struggle to adapt to new business models and to monetize creativity in today’s media landscape, from re-engaging audiences through media more typical of arts and entertainment to managing intricate cross-sectoral creative collaborations. From redesigning workplaces to satisfy the expectations of the youngest generations of creatives to reconsidering the paradigm of conventional creative teams, the advertising sector has swiftly adjusted to the seismic changes in today’s media landscape.

The book will be of interest to scholars and students of creative media, advertising, and media studies, as well as those interested in understanding the changing complexities and latest innovations of the creative industries. Advertising professionals, artists, and policymakers will find relevant insights and possible solutions for the major challenges facing the advertising industry today.

The Open Access version of this book, available at www.taylorfrancis.com, has been made available under a CC-BY license.

(https://www.routledge.com/Advertising-as-a-Creative-Industry-Regime-of-Paradoxes/Derda/p/book/9781032203041?srsltid=AfmBOorRqFfXzwndTUkcnQmZAD15082AKoIgECxSNJIB_vWv2MZAGact)

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