Professional Competition within the Advertising Community: the Social and Institutional Conditions for its Formation

This master's thesis is devoted to the study of professional competition among representatives of the advertising industry, as well as the sources of its formation, which were previously divided into social and institutional. As a result of the research, it allows to disclosed these categories and look at the problem more broadly. As a result of interviews with informants, it turned out that: the advertiser is an umbrella concept that includes all employees of the advertising industry (strategists, analysts). This concept, indeed, belongs to the category of creative, but has its own limitations and conditions, because of which the representatives of the advertising industry cannot be considered to be one common profession. In this case, the most successful term is a professional community, which is built on the existence of ethical norms, professional knowledge and professional autonomy. Competition between individuals and within the professional community as a whole is a consequence of the desire of employees to an effective result and depends from several parameters: multiparadigmality and multitasking of the profession, colleagues and the head of the individual in the working environment, a complex market of advertisers and the structure of the company, state control.