ABSTRACT
In this sense, we can view a model as the outline of a picture, and theory as the detail and nuance that color it in and give it life. As children, we were taught that we are supposed to color within the lines. However, sometimes the lines constrained our artistic senses and, indeed, better pictures emerged if we colored outside the lines (or so we believed). In this spirit, we address some potential limitations of McGuire’s model for advertising theory and suggest that a more in-depth consideration of the uniqueness of advertising as a field can enhance this model and provide a richer and more varied picture of important theoretical areas for advertising.
