Advertising as a Creative Industry

Regime of Paradoxes

Izabela Derda

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English

Routledge
30 January 2025

Humanities; Media studies; Advertising; Advertising industry

Series: Routledge Research in the Creative and Cultural Industries

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.

By: Izabela Derda
Imprint: Routledge
Country of Publication: United Kingdom
Dimensions: Height: 216mm, Width: 138mm,
Weight: 190g
ISBN: 9781032203041
ISBN 10: 1032203048
Series: Routledge Research in the Creative and Cultural Industries
Pages: 92
Publication Date: 30 January 2025
Audience: College/higher education , Professional and scholarly , Primary , Undergraduate
Format: Paperback
Publisher's Status: Active

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

Izabela Derda is Assistant Professor in Media & Creative Industries at the Erasmus School of History, Culture and Communication, Erasmus University, the Netherlands. She is also an advertising professional, former head of entertainment at Havas SE, and a jury member for major advertising festivals, such as Cannes Lions or Eurobest.

Reviews for Advertising as a Creative Industry: Regime of Paradoxes

""A significant look at how the history, discourse and practice of advertising has always been and is increasingly so a creative industry."" Carrie Westwater, Artist & Academic, Cardiff University, UK