The poetics of advertising
DOI link for The poetics of advertising
The poetics of advertising book
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 this chapter is to ﬁrst isolate what a creative advertisement is
and how this is constituted. In developing this I argue that, until recently, creativity in advertising may be deﬁned as a distillation of complexity. The ﬁrst part of this chapter considers some of the inﬂuences to have given rise to this premise. While the ‘distillation of complexity’ idea still holds for the majority of advertising, recent years have seen a weakening in what is a proposition supported by a pictorial conception of advertising where stimuli are fashioned upfront to make a point or achieve a goal of some sort. The second part of this chapter examines creative advertising practices in a digital context, particularly in regard to participatory inﬂuences on production, social over semiotic substitution, and the ways in which advertising might be better thought of as an event rather than a text.