ABSTRACT
We have focused very specifically on dyadic collaboration to answer the calls
from the disciplines of technical communication, college composition, and
business communication for detailed research on verbal-visual composing. To
conclude our analysis, we return to the beginning: the research questions. The
first and overarching question is “What is the nature of verbal-visual dyadic
collaboration in an advertising system of creativity?” What we have witnessed
is a narrative tracing a cross-section of verbal-visual collaborative composing,
from the surrounding economic and field conditions (e.g., Olympics TV ads),
to the client, vendor, and customer contributions and constraints, to the agency
managerial influence (CEO, Account Manager, Chief Creative Officer, Creative
Director), to the dyadic collaborations, to individual processes at night that in
Jason and Craig’s cases prepared them to collaborate the next day. This is
verbal-visual collaborative composing in a social context. Such detailed research
in our case includes the following subquestions:
• To what degree is the composing visual? Verbal? – In ad concepts? – In discussion topics? – In intradyadic communication?
