ABSTRACT
In the concluding chapter, advertising is explored as a regime of paradoxes. As the industry grapples with the tension between established practices and the need for fluidity and constant change, dominant values struggle to maintain their hold. Key tensions include those surrounding creative effectiveness, artistry, collaboration, and the notion of “cool”, which speaks to the current state of advertising within the larger realm of the creative industries. The chapter also looks into the direct implications of these notions for practice and explores how understanding the contradictions within the advertising industry can be a valuable tool for professionals as they inform the roles, dynamics, and environment of advertising.
