That said, the book is far from being a practice-based handbook and is quite philosophically involved as I conceptualise creativity in terms of 'events', affect and process. With more than a nod to Whitehead, the general aim here is to shift away from the obsession with representation to an understanding more focused on the lived moment of interaction with creative objects. This focus on lived moments is an attempt to shift the terrain of discussion away from ontology (interested in categories and being) to ontogenesis (interested in ongoing growth, development and process). This to me seems a more sensible of approaching things because, after all, we live our lives immanently and a key part of this involves development and interaction with all sorts 'bodies' capable of affect (whether these be ideas or material objects).
Advertising then, while closely assessed within the book by means of of a wide range of classic and of the moment campaigns, is intended to provide a gateway into a much more extended discussion of creativity that has applicability to a wide range of disciplines. Have a look at the link here to the Routledge home page for blurb and detail.