著者

加島 卓

出版者

日本マス・コミュニケーション学会

雑誌

マス・コミュニケーション研究 (ISSN:13411306)

巻号頁・発行日

no.71, pp.66-86, 2007-07-30

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The purpose of this article is to make the history of relationship the category of "Advertising Creator" with the ambiguous ability such as "Creativity" clear. The methodology of this article is discourse analysis in 1920's. First, "Shougyou-Bijyutsuka" was the origin of the "Advertising Creator", and that wasn't ambiguous category at all. Second, "Creativity" had negative meanings when "Advertising Creator" defined by distinguishing from the "Artist". Third, the positive of the "Advertising Creator" and the negative of the "Creativity" are constructed by the discourse network Psychology and Marxism. By them, this article submitted the perspective as "Formalist" for the "Advertising Creator".