11 Conclusions
Creativity and Advertising is unlikely to be the final or authoritative account on creativity, and nor does it seek to be. It is hoped however that the new insights generated on creativity and their relationship to advertising might be applied, amended, expanded, overturned or connected to others’ analytical and/or practice-based endeavours. Indeed, in the spirit of pragmatism, the point of this book has been to facilitate new ways of looking at advertising and creativity, particularly in relation to thinking of these in terms of events and machines, and that which is locally, sensationally and affectively engaged with. Such a renewal of how we think about advertising has been overdue for some time, not least because co-creative ...
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