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 : Derda I. Advertising as a Creative Industry: Regime of Paradoxes

First published in 2024 by Routledge



 2024 Izabela Derda /  BY 4.0

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     , 2026


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     1980-   5B    -            .           ,             .            ,     .        ,     ,    .

5B       (   )    (  ),    [1 - Krauss D., Haggis P. (Directors). 5B [Film]. Hwy61, Saville Productions, f/8Filmworks, 2018.].        -       ,          .         2019      ,   픻      -.        [2 - Rooney D. '5B': Film review// Cannes. The Hollywood Reporter. May18, 2019. https://www.hollywoodreporter.com/movies/movie-reviews/5b-cannes-2019-1212008/.]        [3 - Reddish D. Director Dan Krauss on AIDS doc '5B': History is, in a very frightening way, repeating itself// Queerty. November5, 2018. https://www.queerty.com/director-dan-krauss-doc-5b-history-frightening-way-repeating-20181105.]. ,           -    𻠖     .             ,     94,         .


    ,    ,    .   ,   ,          ,     ,       (festival of creativity)[4 -        . . .]    (creative circle)[5 - Creative Circle        ,     1945.     Advertising Creative Circle of Great Britain.                . . .]          ,  . ,   ,        .       1960- ,           ,    [6 - O'Barr W.M. Creativity in advertising// Advertising and Society Review. 2011. Vol.11. No.4. https://doi.org/10.1353/asr.2011.0006.],    ,       .    ,           ,       ,       ,            ,     .

      ,      , -   ,       1990- .       ,   ,             ,       .        , ,     ,            .    ,                          .      ,   ,     .

              ,  , ,    ,           .  push- (  , , )      ,       .     XXI     ,      pull- (  ,  )[7 -    ,      push-,   ,        ,    .],            [8 - Serazio M. Your ad here: The cool sell of guerrilla marketing. New York: New York University Press, 2013.].     [9 - Crawford M.B. World beyond your head: On becoming an individual in an age of distraction. New York: Farrar, Straus and Giroux, 2016.],        ,       [10 - Pine B.J., Gilmore J.H. The experience economy: Competing for customer time, attention, and money. Boston, MA: Harvard Business Review Press, 2020; [. .: .., ..  :      . .:  PRO, 2024].].

Red Bull   .              ,               [11 - Kunz R., Els?sser F., Santomier J. Sport-related branded entertainment: The Red Bull phenomenon// Sport, Business and Management: An International Journal. 2016. Vol.6. No.5. https://doi.org/10.1108/sbm-06-2016-0023.].          -    , -  ,                       [12 - Red Bull Mediahouse. About// Red Bull Mediahouse. www.redbullmediahouse.com/en/network/red-bull-studios/at (  08.09.2022).].       ,        [13 - Kunz R., Els?sser F., Santomier J. Sport-related branded entertainment].

    ,       ,       ,     .       ,  ,             .        ,     ,  ,          ,       [14 -  ,          : (1)       (2)      (.: SerazioM. Your ad here: The cool sell of guerrilla marketing. New York: New York University Press, 2013), ,           ,      .].

       ,    ,        .            [15 -          ,          ,           1940-   1950- .]      ,     ,      .

            , -,      ,    ,   ,         [16 - Donaton S. Madison and Vine: Why the entertainment and advertising industries must converge to survive. New York: McGraw-Hill, 2005.].     ,       -,    (  , )      [17 - Ibid.].           ,     -,      ,       ,     , ,    [18 -              ,     .].

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         ,                [19 - Havens T., Lotz A.D., Tinic S. Critical media industry studies: A research approach// Communication, Culture and Critique. 2009. Vol.2. No.2. P.234253. https://doi.org/10.1111/j.1753-9137.2009.01037.x.].   -,         ,   ,        ,    ,     ,     .  ,       ,                     .




 


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       ,    ,      .    ,    ,        . ,     ,  ,   ,      ,   ,     [20 - Louden S. The artist as culture producer: Living and sustaining a creative life. Bristol: Intellect, 2017.].           ,     .       (,  ,  ),          .     .

      ,         ,      , ,   .         1990-    [21 - Department of Communications and the Arts. Creative nation: Commonwealth cultural policy. October, 1994. https://webarchive.nla.gov.au/ awa/20031203235148/; http://www.nla.gov.au/creative.nation/contents.html.]        ,    ,            .                ,      [22 - Lovink G., Rossiter N. (eds). MyCreativity reader: A critique of creative industries. Amsterdam: Institute of Network Cultures, 2007.].         ,       2000-,   ,   .     ,  ,       ,   : 1)  ; 2); 3); 4) ,   ; 5), , ,   ; 6)    ; 7),   ; 8)   ; 9) [23 - UK Parliament. Creative industries sector report. 2017// Parliament.uk. www.parliament.uk/globalassets/documents/commons-committees/Exiting-the-European-Union/17-19/Sectoral-Analyses/10-Creative-Industries-Report.pdf (  23.08.2022).].                   [24 - Ross A. Nice work if you can get it: The mercurial career of creative industries policy// G.Lovink, N.Rossiter (eds). MyCreativity reader P.1740.].

 ,             ,       [25 - Kroeber A.L., Kluckhohn C., Meyer A.G., UntereinerW. Culture: A critical review of concepts and definitions. Cambridge, MA: Peabody Museum Press, 1952.],               .      ,                      ,      [26 - Cunningham S. Creative industries as a globally contestable policy field// Chinese Journal of Communication. 2009. Vol.2. No.1. P.1324. https://doi.org/10.1080/17544750802638814.]. ,    ,                ,   ,    ,       [27 - Moore I. Cultural and creative industries concept  a historical perspective// Procedia  Social and Behavioral Sciences. 2014. Vol.110. P.738746. https://doi.org/10.1016/j.sbspro.2013.12.918.].          ,      ,     ( , ,    ),           .   :



  .          13 . .    <>.    ;      ,   .            .               .     .     [28 - Creative Nation: Commonwealth cultural policy, Department of Communications and the Arts (now Office for the Arts). October 1994.].


      ,      [29 - Banks M., O'Connor J. After the creative industries// International Journal of Cultural Policy. 2009. Vol.15. No.4. P.365373. https://doi.org/10.1080/10286630902989027.].               ,  ,        2000-      500.    36,4  . ,     (Mapping Documents) 1998     57 ,    2001     112,5,  5% [30 - Department for Digital, Culture, Media and Sport. Creative industries mapping documents. 1998, April9// www.gov.uk/government/publications/creative-industries-mapping-documents-1998 (  03.09.2022).].  ,       1998 2001    , ,    , ,      ,            [31 - Heartfield J. The creativity gap. ETP Ltd., 2005.].           ,  ,           2000  ,    [32 - Ibid.].

           : ,             ,         . ,   ,  ,               ,  [33 - Ibid.].

         ,   ,      .            ,       ,  ,         .        ,       (, ,   ),       [34 - Throsby D. Economics and culture. Cambridge: Cambridge University Press, 2004 [. .: .   . .: .  , 2013].]




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notes


Notes





1


Krauss D., Haggis P. (Directors). 5B [Film]. Hwy61, Saville Productions, f/8Filmworks, 2018.




2


Rooney D. '5B': Film review// Cannes. The Hollywood Reporter. May18, 2019. https://www.hollywoodreporter.com/movies/movie-reviews/5b-cannes-2019-1212008/.




3


Reddish D. Director Dan Krauss on AIDS doc '5B': History is, in a very frightening way, repeating itself// Queerty. November5, 2018. https://www.queerty.com/director-dan-krauss-doc-5b-history-frightening-way-repeating-20181105.




4


       . . .




5


Creative Circle        ,     1945.     Advertising Creative Circle of Great Britain.                . . .




6


O'Barr W.M. Creativity in advertising// Advertising and Society Review. 2011. Vol.11. No.4. https://doi.org/10.1353/asr.2011.0006.




7


   ,      push-,   ,        ,    .




8


Serazio M. Your ad here: The cool sell of guerrilla marketing. New York: New York University Press, 2013.




9


Crawford M.B. World beyond your head: On becoming an individual in an age of distraction. New York: Farrar, Straus and Giroux, 2016.




10


Pine B.J., Gilmore J.H. The experience economy: Competing for customer time, attention, and money. Boston, MA: Harvard Business Review Press, 2020; [. .: .., ..  :      . .:  PRO, 2024].




11


Kunz R., Els?sser F., Santomier J. Sport-related branded entertainment: The Red Bull phenomenon// Sport, Business and Management: An International Journal. 2016. Vol.6. No.5. https://doi.org/10.1108/sbm-06-2016-0023.




12


Red Bull Mediahouse. About// Red Bull Mediahouse. www.redbullmediahouse.com/en/network/red-bull-studios/at (  08.09.2022).




13


Kunz R., Els?sser F., Santomier J. Sport-related branded entertainment




14


 ,          : (1)       (2)      (.: SerazioM. Your ad here: The cool sell of guerrilla marketing. New York: New York University Press, 2013), ,           ,      .




15


         ,          ,           1940-   1950- .




16


Donaton S. Madison and Vine: Why the entertainment and advertising industries must converge to survive. New York: McGraw-Hill, 2005.




17


Ibid.




18


             ,     .




19


Havens T., Lotz A.D., Tinic S. Critical media industry studies: A research approach// Communication, Culture and Critique. 2009. Vol.2. No.2. P.234253. https://doi.org/10.1111/j.1753-9137.2009.01037.x.




20


Louden S. The artist as culture producer: Living and sustaining a creative life. Bristol: Intellect, 2017.




21


Department of Communications and the Arts. Creative nation: Commonwealth cultural policy. October, 1994. https://webarchive.nla.gov.au/ awa/20031203235148/; http://www.nla.gov.au/creative.nation/contents.html.




22


Lovink G., Rossiter N. (eds). MyCreativity reader: A critique of creative industries. Amsterdam: Institute of Network Cultures, 2007.




23


UK Parliament. Creative industries sector report. 2017// Parliament.uk. www.parliament.uk/globalassets/documents/commons-committees/Exiting-the-European-Union/17-19/Sectoral-Analyses/10-Creative-Industries-Report.pdf (  23.08.2022).




24


Ross A. Nice work if you can get it: The mercurial career of creative industries policy// G.Lovink, N.Rossiter (eds). MyCreativity reader P.1740.




25


Kroeber A.L., Kluckhohn C., Meyer A.G., UntereinerW. Culture: A critical review of concepts and definitions. Cambridge, MA: Peabody Museum Press, 1952.




26


Cunningham S. Creative industries as a globally contestable policy field// Chinese Journal of Communication. 2009. Vol.2. No.1. P.1324. https://doi.org/10.1080/17544750802638814.




27


Moore I. Cultural and creative industries concept  a historical perspective// Procedia  Social and Behavioral Sciences. 2014. Vol.110. P.738746. https://doi.org/10.1016/j.sbspro.2013.12.918.




28


Creative Nation: Commonwealth cultural policy, Department of Communications and the Arts (now Office for the Arts). October 1994.




29


Banks M., O'Connor J. After the creative industries// International Journal of Cultural Policy. 2009. Vol.15. No.4. P.365373. https://doi.org/10.1080/10286630902989027.




30


Department for Digital, Culture, Media and Sport. Creative industries mapping documents. 1998, April9// www.gov.uk/government/publications/creative-industries-mapping-documents-1998 (  03.09.2022).




31


Heartfield J. The creativity gap. ETP Ltd., 2005.




32


Ibid.




33


Ibid.




34


Throsby D. Economics and culture. Cambridge: Cambridge University Press, 2004 [. .: .   . .: .  , 2013].


