16Milleniage Advertising Reconceptualizing Advertising and Its Role in Forming Social Identities
Advertising is often characterized as an art form and/or a form of business communication. The former positions the advertising industry as a space wherein creativity, innovation, and pleasing aesthetics are paramount, while the latter places the practice of advertising firmly in the sphere of commerce, corporate interests, and market logic. Rather than situating these two dominant ways of understanding advertising as mutually exclusive, advertising curriculum typically positions them as interrelated and synergistic—advertisers leverage the tenets of the arts to generate and maximize ...
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