Relevant Reading...

There's an interesting article in a recent issue of Mass Communication and Society. It's called, "Is Advertising Creativity Primarily an Individual or a Social Process?" As the title implies, it is pretty relevant to this course. The authors use scientific understandings of creativity and social systems to argue that the social (although they never refer to it as such) is an undeniable factor in the creation of today's popular advertising. The article analyzes the stories about how famous campaigns such as Foster's Lager's "Australian for Beer," Budweiser's "Whassup," and Snicker's "Why Wait" were created. You can't get the article from EBSCO yet because they hold articles for a year before oh-so-generously granting us access to them, but I'll bring the hard copy to class this week in case anybody is interested.