Advertising Education Research Articles

Call for editor(s) of the Journal of Advertising Education

Call for editor(s) of the Journal of Advertising Education

The Importance and Method of Deep Integration of Innovation and Entrepreneurship Education and Advertising Education

<p style="text-align: justify;"><span style="font-size:16px;font-family: 'Times New Roman','serif'">D</span><span style="font-size:16px;font-family:'Times New Roman','serif'">evelop entrepreneurial innovation ability of university students, colleges and universities for the community, an important measure for economic education market, especially for advertising specialty training college and pay attention to their innovative ability is essential. In the exploration and research of the innovation and entrepreneurship education in advertising majors, it should be based on the research resources of advertising majors and teaching reforms, focusing on the reform of transformation curriculum reform and talent training programs, and guided by the training mechanism of innovative entrepreneurs. Gradually strengthen the deep integration of innovation and entrepreneurship education and talent training system, curriculum teaching content, practical education activities, curriculum assessment and credit assessment, so as to improve the teaching level of college advertising majors.</span>

Journal of Advertising Education Special Issue: Cases in International and Multicultural Advertising New Submission Deadline: March 15, 2021

Journal of Advertising Education Special Issue: Cases in International and Multicultural Advertising <i>New Submission Deadline: March 15, 2021</i>

Advertising and Public Relations Professional Education in the Regions of Russia: Educational Organizations Branding Issues

Introduction. The Russian higher education market in the sphere of Public Relations and Advertising is represented in the paper. The basic approach to the market is shaped by the vision on higher education in the frame of service paradigm. The need to analyze and implement professional communication activities while promoting university education organizations is stressed by the authors. A special attention is put to the necessity of professional communication technologies, such as branding, their application to universities, because it influence such institutions managerial efficiency, helps to systemize a share of their voice, and it is already the necessity for the present day society.Methodology and sources. Theoretical and methodological basis of the paper was composed by scientific works of Russian researchers in the field of university branding, brand-management, including papers on Russian Federation regional universities branding. Empirical study base was designed by materials of regional leading universities, which give higher education in PR and Advertising. Underlying rationale for defining the leadership were the following: number of state-funded student places; 1st year students’ unified national exam results; the dynamics of prospective students in PR and Advertising on tuition payment basis enrollment. Russian regions, the most of enrollees are coming from to Saint Petersburg Electrotechnical University, were also unveiled. The elements of value-based branding platforms of departments responsible for Public Relations and Advertising education in regional leading higher education institutions are also brought in focus.Results and discussion. Empirical study revealed that PR and Advertising education departments of the universities studied did not fulfill their scientific and methodological potential in practice to the full extent. The education institutions examined in the research mostly communicate their objective quantitative indicators positioning Public Relations and Advertising education rather than core value messages. Thus it does not seem possible to typify these communication components as examples of branding process and brand element of university. It would help to structure the market share and influence positively on university promotion.Conclusion. Following the results of the study the authors conclude the necessity to apply communication technologies of brand development and brand management for structuring the market share and influencing positively on university promotion. It directly impacts on education institutions managerial efficiency and proves its relevance to modern society.

What We Stand to Lose With Fully Online Advertising Education

What We Stand to Lose With Fully Online Advertising Education

Journal of Advertising Education Special Issue: Cases in International and Multicultural Advertising

Journal of Advertising Education Special Issue: Cases in International and Multicultural Advertising

The Application of Modern Advertising Education andProfessionalism in Nigeria

The Application of Modern Advertising Education andProfessionalism in Nigeria

Constant Learning, Reflecting, and Adjusting Experiences of Asian Scholars in U. S. Advertising Education

Both Asian advertising graduate students and faculty members attending higher academic courses or working in U.S.A. face cultural and linguistic challenges that may cause real difficulties in their lives in their host country of U.S.A. Systematic research is needed to address those challenges and to expand our theoretical understanding of diversity in advertising education. Such research may help Asian graduate students and scholars to succeed in U.S. higher education. Hence, a phenomenological study was conducted to explore Asian advertising faculty members’ experiences as educators and scholars in the U.S. A broad research question of the study is “What is Asian faculty members’ lived experience of being advertising faculty members in U.S. higher education?” In order to answer the research question, sixteen in-depth interviews were used to collect data. Findings revealed three major themes regarding Asian scholars’ experience in U.S. advertising education: “Being a Student: Adjusting to U.S. Educational System,” “Being a Teacher: Building Confidence,” and “Being an Asian Teacher: ‘I am Who I am’.” Theoretical and practical implications are offered.

Journal of Advertising Education Special Issue: Cases in International and Multicultural Advertising

Journal of Advertising Education Special Issue: Cases in International and Multicultural Advertising

Expectations for Advertising and Public Relations Education From Agency Executives: A Comparative Study Between China and the United States

Rapid changes in technology and an increased emphasis on globalization are placing new demands on advertising and public relations (PR) educators and their students. Many schools have already developed combined advertising and PR programs; practitioners in both the United States and China are receptive to integrated communications and consider it foundational to practice. This study thus examines advertising and PR agency executives’ opinions in response to the question of how educators are preparing students for evolving responsibilities, through 42 in-depth interviews in the United States and China. The findings revealed that industry practices, including those overseas, real-world scenarios, and digital media should be incorporated into curricula. Fundamentals such as writing, presentation skills, creativity, and storytelling remain a priority in both countries. However, executives in the two countries placed a different priority on other areas such as global literacy, foreign language skills, and math skills. Discussion and pedagogical implications are provided.

4차 산업혁명과 광고 · 홍보 교육 과정의 미래

정보 통신 기술의 혁명적 발달에 힘입어 세계 주요 경제권의 산업 생태계는 데이터의 생산, 유통, 소유, 관리, 분석 및 활용이 산업적 가치 창출의 핵심 동력으로 기능하는 방향으로 급변하고 있다. “4차 산업혁명”으로 통칭되는 이러한 변화는 클라이언트 니즈(needs), 광고 · 홍보 산업과 클라이언트의 관계, 소비자 의사 결정 과정, 광고 · 홍보 전략 도출과 효과 측정 등 광고 · 홍보 산업의 학문적 · 실무적 해결 과제 역시 급변할 것임을 의미한다. 따라서 현재 광고 · 홍보 관련 교육 프로그램들에 던져진 과제는 학생들이 이러한 시대적 요구에 대응할 핵심 역량을 갖추는 데 충분히 기여하고 있는지 냉정하게 평가하고, 더 크게 기여하는 방향으로 프로그램을 개선하는 것이다. 이러한 배경에서 본 연구는 학계와 업계가 현재 한국의 광고·홍보 교육 프로그램을 어떻게 평가하고 개선 방향에 대하여 어떠한 견해를 가지고 있는지 소개하기 위하여 실행되었다. 연구 결과, 학계와 업계 전문가들은 예비 광고인들이 우선적으로 갖추어야 할 핵심 역량에 대하여 데이터 분석 능력과 인사이트 추출 능력, 콘텐츠의 혁신적 활용 능력 및 융합적 사고 능력을 꼽았다. 또한 커리큘럼이 구글 애널리틱스와 같이 데이터 분석 능력을 키울 수 있는 데이터 애널리틱스 또는 데이터 사이언스 과목들과 기초 통계 지식을 배양할 수 있는 수업, AR/VR/MR 등 디지털 기반 테크놀로지 수업들, 그리고 공학 분야와의 융합을 통한 콘텐츠 제작 기술을 포함해야 한다고 인식하고 있었다. 마지막으로, 교수자와 업계 종사자 모두 현재 국내 대학의 광고홍보학 커리큘럼은 디지털 시대의 변화를 시의성 있게 커리큘럼에 반영하지 못하고, 업계가 필요로 하는 지식과 기술을 갖춘 인재를 양성하는 데 실패하고 있다고 지적하였다. 이러한 문제점의 해결책으로는 다양한 학문과의 융합 교육과 현장 실무를 사전에 경험할 수 있는 현장 실습의 강화, 그리고 학생들의 실습 기회를 늘려 주는 교육이 필요하다고 제시하였다.

From Introducing the World Wide Web to Teaching Advertising in the Digital Age: A Content Analysis of the past Twenty Years of the Journal of Advertising Education

For 20 years, the Journal of Advertising Education (JAE) has “toiled in the vineyards of advertising academe” to become the primary venue for advertising education scholarship (Johnson, 1996, p. 3). The chronology of the journal has seen many changes in the way advertising professors and instructors educate their students about various topics in advertising. We explored the last 20 years of literature in JAE. A content analysis revealed patterns in areas such as topical focus, methods, authorship and Carnegie classifications of university authors. The study also compared JAE's data with two other journals that have a partial focus on advertising education. The study sets the stage for an exploration of new scholarship for JAE's next 20 years.

Advertising education and the Journal of Advertising Education: The 20-year evolution

I started teaching as an assistant professor 20 years ago, and I met Brett Robbs at my first academic conference. Like me, he started in the professional world then moved to academe. And, also like me, he was a copywriter. I naturally gravitated to him. He was not only a limitless source of ideas and inspiration, but also a believer in making the next generation better - and willing to share. We became friends and co-authors and continued our exchanges until he retired from the University of Colorado after 21 years of teaching. It seemed especially fitting to talk with Brett about the past 20 years - how we evolved as teachers as well as the evolution of advertising education and JAE. This is a retrospective of our conversation.Our evolution as teachersAs we evolve as teachers, we seem to move from a content-oriented approach to focus on the bigger picture. That is, the longer we teach the less (content) we teach and the better we teach it. This was true for both Brett and me and, undoubtedly, for others. For example, in a 15-week semester there may have been 14 different assignments that were, with time, cut in half. Or five campaigns cut to three. The result is that there is more emphasis on the process and problem solving - something that is important for students as they move into their careers. It should be noted that creative is used in a larger context that applies not only to classes such as copywriting, but to the thinking and problem-solving involved, especially in upper-level classes.Perhaps more importantly, students have the self-discovery that everyone is creative (or can solve problems) and have a newly found confidence in themselves. Many may never actually create an ad after they leave our classes, but if they understand the process, they can apply that to any problem whether in their professional or personal lives.The same would apply to other classes. In a planning or research class students learn how to figure out what the problem is, then find the resources to help solve that problem. In media planning there is less number crunching - because computers do that for us - and more learning how to understand data and apply it. In campaigns, students learn how to pull a large project together and pitch it (aka presentation skills).Consider this: how much does each of us remember from the classes we took in college? Again, it isn't the as much as learning where to find information as well as the larger thinking and problem solving we apply every day. Our job is to give our students the tools to fill up their toolbox that they'll use in their future. For students in our classes they learn that everyone is creative, which in turn gives them more confidence. That selfdiscovery is an important part of the collective experience we call college. As faculty, we see our goals for our students evolve as well. First we think we're teaching them how to create advertisements and later realize it's the process that's more important. Again, a move from content to a thinking process that is applicable to our student's larger lives. We, in advertising, teach this process: figure out what the problem is, gather information, come up with a solution then put that in a form that our clients/bosses/whoever can use.The evolution of advertising educationTwenty years ago advertising education in many ways followed the agency model. We structured our curriculum based on areas within a traditional agency: account management, research, media and creative, then brought it all together in a campaigns class. Today those in advertising have to solve a variety of problems, and the solution may or may not be an advertising message. This is a seismic shift in both the advertising industry and for those of us teaching the next generation of advertising professionals.Of course the biggest change - a second revolution perhaps with as big an impact as the Creative Revolution in the 1960s - is the reverberations of social/digital media. …

The Times are Changing. Is it Time to Change your Major?

This essay is adapted from two articles that first appeared in the Fall 2015 and Winter 2016 issues of AdNews, the newsletter for the Advertising Division of the Association for Education in Journalism and Mass Communication.The times they are a-changin'.- Bob Dylan, The Times They Are A-Changin', 1964They call the 1960s the decade because of all the changes that happened. This sentiment was summed up nicely in Bob Dylan's song of that decade. This fall, my department set out to revise our major and minor curriculum. In researching academic programs, industry statistics and education research to inform and justify our modifications, I found that we are living through one of the most turbulent times in marketing, advertising and public relations history.As we celebrate the 20th anniversary of the Journal of Advertising Education, it is appropriate to consider the changes in the advertising field and advertising education that have occurred since the first issue of this journal in 1996. Anniversaries are for reflection, so let's take a moment to consider what has changed in and around the advertising discipline, and how those changes affect our instruction and curriculum.First, we must acknowledge that the name 'advertising' itself is changing. The Billy I. Ross and Jef. I. Richards (2015) Where Shall I Go to Study Advertising and Public Relations? is the directory to help students select a college or university where a program in advertising or public relations education is offered. The 49th annual edition listed more than 110 college or university programs, yet a look at the names of the programs or departments reveals nearly 50 different versions of names for advertising education.Yes, there are still departments of advertising and public relations, but many programs have changed their names. The specific wording differs, but a wide variety of words are now used to describe our programs, including media, communication arts, communication studies, communication information, communication design, mass communications, mass media, media and culture, and strategic communication. Integration of disciplines and inclusion of marketing seem to be themes, with other variations, including integrated strategic communication, integrated marketing communication, marketing communication and a department of advertising, marketing and public relations.Changes in academic department or program names follow a similar trend in the industry. Agencies have moved away from the name 'advertising,' as they have integrated disciplines and moved into digital and social media. Many ad agencies have rebranded themselves, using terms such as 'digital,' 'integrated,' 'brand,' 'communications,' 'engagement,' 'ideation,' 'consumer connection' and 'experience.' These new words all have a sense of indicating a broader set of capabilities beyond traditional advertising and mass media, with an integration of brand strategy and new specialties in digital media.Many advertising programs and agencies have changed their names, because so much has changed in practice. In the last two decades, marketing communications has experienced significant changes in the field. Unless your program is fairly new, marketing, advertising and public relations have changed dramatically since your major was created. The extent of these changes became very apparent to me as we set out to review our own major and minor, which was developed many decades ago. I knew the facts outlined below, but it really changed my perspective when placing them on a timeline in contrast to when our existing courses and curriculum were de- signed.The World Wide Web has only been around since 1996. Albeit a short-lived existence by most measures, it has changed so much in the profession. Important areas such as digital marketing and e-commerce have grown from zero impact to great importance in the last 15 years.Social media have changed everything even faster. …

Looking Backward, Looking Forward: A Systematic Review of 20 Years of Research and Commentary Published by Journal of Advertising Education

This article presents a systematic analysis of all refereed articles, research reports and invited commentaries (N = 197) published in the Journal of Advertising Education from 1996 to 2015. The analysis revealed that the most common article theme was classroom and course instruction (52.8%; n = 104). Within that theme, articles about using a tool or approach in the classroom (e.g., using a class wiki; 47.1%, n = 49) and achieving a learning outcome (e.g., developing teamwork skills; 30.8%; n = 32) were most popular. The authors performed additional analyses on articles reporting data collection and analysis (N = 122). The researchers found that only 26.2% (n = 32) of these articles identified a theory by name, and only six (4.9%) offered a theoretical implication in the discussion. However, a significant majority of these articles provided practical implications for educators (86.1%; n = 105).

Annual Best Article Award: Journal of Advertising Education

Annual Best Article Award: Journal of Advertising Education

Inhaling Democracy: Cigarette Advertising and Health Education in Post-war West Germany, 1950s-1975.

In the late 1960s and early 1970s, the West German government was faced with the challenge of addressing a damaging health behaviour, smoking, in the context of an emerging late modern democracy, when the precedent for addressing that behaviour was set in the Nazi past. This paper details the two-pronged approach which the government took: seeking restrictions on cigarette advertising, whilst educating young people to adopt positive health behaviours in the face of pressure to smoke. This approach can be understood in the social and economic context of the time: an economic commitment to the social market economy worked against restrictions on the sale of cigarettes; whilst concerns about past authoritarian structures prompted the health authorities to seek novel ways of addressing smoking, emphasising choice. In a nuanced way, post-war anti-smoking strategies were a response to West Germany's National Socialist past, but more importantly, a signal of an increasingly international outlook.

Demand for and availability of online support to stop smoking

OBJECTIVES: Estimate the frequency of online searches on the topic of smoking and analyze the quality of online resources available to smokers interested in giving up smoking. METHODS: Search engines were used to revise searches and online resources related to stopping smoking in Brazil in 2010. The number of searches was determined using analytical tools available on Google Ads; the number and type of sites were determined by replicating the search patterns of internet users. The sites were classified according to content (advertising, library of articles and other). The quality of the sites was analyzed using the Smoking Treatment Scale- Content (STS-C) and the Smoking Treatment Scale - Rating (STS-R). RESULTS: A total of 642,446 searches was carried out. Around a third of the 113 sites encountered were of the 'library' type, i.e. they only contained articles, followed by sites containing clinical advertising (18.6) and professional education (10.6). Thirteen of the sites offered advice on quitting directed at smokers. The majority of the sites did not contain evidence-based information, were not interactive and did not have the possibility of communicating with users after the first contact. Other limitations we came across were a lack of financial disclosure as well as no guarantee of privacy concerning information obtained and no distinction made between editorial content and advertisements. CONCLUSIONS: There is a disparity between the high demand for online support in giving up smoking and the scarcity of quality online resources for smokers. It is necessary to develop interactive, customized online resources based on evidence and random clinical testing in order to improve the support available to Brazilian smokers.

Social Media: Changing Advertising Education

Creating an academic assignment that closely parallels an advertising agency‟s real world business experience is a challenge, but social media has destroyed many of the barriers that historically limited media options and completion of advertising plans. Because digital media is cost effective and easily used, commercials, videos, podcasts, and multimedia messaging can be filmed, edited, and broadcast, within the time frame of an advertising course This article presents an applied advertising project that incorporates YouTube, Flicker, MySpace, Face book, Twitter, Linkedin, Ning, Tagged, Google +, and other online social networking sites as the foundation for an integrated marketing communication strategy. Infusing social media into communication preferences expands the options students have at their disposal to visually display their ingenuity. Engaging students through media they identify with and comprehend augments learning while their familiarity and expertise with social media increases the likelihood of producing a germane product. This project is an experiential learning process where the real world business client benefits from the creative deliverables produced by motivated, technology savvy undergraduates.

Popular Culture, Art Education, and the Committee on Public Information During World War I, 1915-1919

Abstract During World War I, the advertising industry and public schools in the United States were subjected to intervention from the Committee on Public Information (CPI), a clearinghouse established by President Woodrow Wilson to promote propaganda of wartime patriotism. In this history, I discuss how the CPI used strategies of social efficiency to marshal advertising and art education in public schools as a unified mass media for transmitting a patriotic culture imbued with racial and gender stereotypes. I argue that the CPI used adventure tropes from American popular culture to romanticize the war in advertising images and school lessons. In this way, the CPI portrayed Germany as a sinister enemy in order to convince Americans that war was necessary for keeping the world safe.