As Seen on TV: How the Pitch Depicts the Advertising Creative Process

Abstract

This study examines the depiction of the creative process in AMC's The Pitch. Using textual analysis, three themes emerged: 1) competition is necessary to succeed in advertising; 2) creative ideas come with experience; and 3) the advertising creative process is a hierarchical autocracy These themes are explained, and, through the lens of cultivation theory, researchers discuss how this depiction of the creative process could positively and negatively impact students of advertising when used as a resource in undergraduate advertising curricula.