Role-Based Models of Advertising Creation and Production

Although researchers have frequently examined advertising production from various functional perspectives, they have largely ignored its collaborative and processual aspects. Centered in the “production of culture” perspective, this paper compares six role-based models of the advertising production process. Propositions arising from these models deal with (1) the subjectivity of participants' perspectives, (2) the determinants of perceived authorship of the advertisement, and (3) inherent processual conflicts due to the varied personal utilities of the produced advertisement. Discussion focuses upon how these issues may influence the content and structure of the advertising message.