Departing from the central concept of creativity in the context of advertising, this module provides historical and theoretical knowledge appropriate to research, methodologies, and development of scholarship in advertising. You will develop your critical understanding of the nature of multidisciplinary approaches in the production of advertising outcome. You will explore theoretical tools and historical methods in disciplines such as literature, art history, anthropology, ethnography, linguistics, film and visual studies to evaluate critically advertising practices in their social, cultural, regulatory, and political contexts, and issues that subsequently arise. The knowledge acquired throughout this module will support you in the formulation of a sophisticated, reflective and fully referenced creative process in advertising practice, which will be applicable to your own work in other modules. This will be evidenced through research presentations, advertising analyses and written work in the form of an essay.