Advertising as a Creative Industry

Advertising as a Creative Industry

Business
Commerce

At the crossroads of culture and commerce, the advertising industry is a regime of paradoxes. This book examines the place of advertising on 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.

Izabela Derda

https://library.oapen.org/bitstream/handle/20.500.12657/63865/9781000970425.pdf;jsessionid=208C9C7C4D4D3E17A6750F9D16004648?sequence=1

Taylor & Francis

2024

Mustabsyirah

Creative Commons

PDF

English

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