ABSTRACT
The introduction contextualizes and explores the tension between commercial principles and cultural values of creative industries and the advertising industry specifically. It introduces advertising as a hybrid genre that serves as both a persuasive tool aimed at driving sales while simultaneously acting as a social barometer and providing a space for cultural critique and creative experimentation in today’s media landscape.
The chapter provides an elaboration on the book’s premise, which seeks to investigate advertising’s position within today’s creative sector by looking at the seemingly paradoxical dynamics of the industry’s placement at the crossroads of the cultural and commercial. Second, it introduces some of the industry challenges that this book considers. More specifically, their examples encompass how the industry is monetizing creativity in competitive media and business landscapes and the related need for new business models, re-engaging audiences in a world of content abundance, ad blockers, advertising-restricting platforms, and consumer mistrust through approaches more typically associated with arts and entertainment, attracting and retaining fresh creative talent and establishing creative cultures to satisfy the needs and expectations of the youngest generations of creatives, and managing the intricacy of cross-sectoral collaborations and reconsidering the paradigm of conventional creative teams in the advertising sector.
