The steady trend in advertising is to manifest the product as an integral part of large social purposes and processes. With very large budgets the commercial artists have tended to develop the ad into an icon, and icons are not specialist fragments or aspects but unified and compressed images of complex kind. They focus a large region of experience in tiny compass. The trend in ads, then, is away from the consumer picture of product to the producer image of process. The corporate image of process includes the consumer in the producer role as well.
