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DOCUMENT RESUME CS 509 657 Proceedings of the Annual Meeting DOCUMENT RESUME ED 415 532 CS 509 657 TITLE Proceedings of the Annual Meeting of the Association for Education in Journalism and Mass Communication (80th, Chicago, Illinois, July 30-August 2, 1997): Advertising. INSTITUTION Association for Education in Journalism and Mass Communication. PUB DATE 1997-07-00 NOTE 309p.; For other sections of these Proceedings, see CS 509 658-676. PUB TYPE Collected Works Proceedings (021) Reports Research (143) EDRS PRICE MF01/PC13 Plus Postage. DESCRIPTORS *Advertising; Comparative Analysis; Females; Internet; *Marketing; *Mass Media Effects; *Mass Media Role; Media Research; Participative Decision Making; *Persuasive Discourse; Propaganda; Student Attitudes IDENTIFIERS Advertising Education; *Advertising Effectiveness; *Media Campaigns ABSTRACT The Advertising section of the Proceedings contains the following 13 papers: "Offering a Creative Track in the Advertising Major: A Case History" (Beth E. Barnes and Carla V. Lloyd); "Messages of Individualism in French, Spanish, and American Television Adve.ri74,,i.-1-.." L. and Joyce Wolburg); "Frequency Levels and Activity Level Portrayals of the Mature Market: A Content Analysis of Magazine Advertising" (Cecelia Baldwin and Girard Burke); "Campaign Up in Flames: Negative Advertising Backfires and Damages a Young Democrat" (Maggie Jones Patterson, Anitra Budd, and Kristin L. Veatch); "Developing Integrated Marketing Communications Message Delivery Strategies: Challenges and Opportunities Associated with the Brand Contact Concept" (Denise E. DeLorme and Glen J. Nowak); "Animation and Priming Effects in Online Advertising" (S. Shyam Sundar, George Otto, Lisa Pisciotta, and Karen Schlag); "Protecting the Children: A Comparative Analysis of French and American Advertising Self-Regulation" (Ronald E. Taylor and Anne Cunningham); "Applying Integrated Marketing Communications Strategy to Strategic Market Planning: Implications for the Role of Communications in Building and Maintaining Brand Equity" (Saravudh Anantachart); "An Investigation of Three Cultural Values in American Advertising: The Role of the Individual, the Depiction of Time, and the Configuration of Space" (Joyce M. Wolburg and Ronald E. Taylor); "Get Hooked on Collecting: A Qualitative Exploration of the Relationship between the Hallmark Brand and Hallmark Collectors" (Jan Slater); "Calvin Klein's 'Kiddie Porn' Campaign, What's the Fuss? A Q-Sort of Student Attitudes toward Objectionable Advertising" (Robert L. Gustafson and Johan C. Yssel); "A Study of the Underrepresentation of Women in Advertising Agency Creative Departments" (Larry Weisberg and Brett Robbs); and "Preparing Campaigns Students for Groupwork" (Fred Beard). Individual papers contain references. (CR) ******************************************************************************** Reproductions supplied by EDRS are the best that can be made from the original document. ******************************************************************************** PROCEEDINGS OF THE ANNUAL MEETING OF THE ASSOCIATION FOR EDUCATION IN JOURNALISM AND MASS COMMUNICATION (80th, Chicago, Illinois, July 30-August 2, 1997): ADVERTISING U.S. DEPARTMENT OF EDUCATION Office of Educational Research end Improvement PERMISSION TO REPRODUCEAND EDUCATIONAL RESOURCES INFORMATION DISSEMINATE THIS MATERIALHAS CENTER (ERIC) BEEN GRANTED BY This document has been reproduced as received from the person or organization iptiginating it. Minor changes have been made to improve reproduction quality. Points of view or opinions stated in this TO THE EDUCATIONALRESOURCES document do not necessarily represent INFORMATION CENTER (ERIC) official OERI position or policy. 1 BEST COPY AVAILABLE 9 Offering a Creative Track in the Advertising Major: A Case History Submitted for consideration for Teaching Standards Advertising Division 1997 Annual Conference Association for Education in Journalism & Mass Communication Beth E. Barnes, Ph.D. Associate Professor and Carla V. Lloyd, Ph.D. Associate Professor both at: S.I. Newhouse School of Public Communications Syracuse University 215 University Place Syracuse, NY 13244 (315) 443-4004 Offering a Creative Track in the Advertising Major: A Case History Beth E. Barnes, Ph.D. & Carla V. Lloyd, Ph.D. S.I. Newhouse School of Public Communications Syracuse University Abstract Many undergraduate advertising programs struggle with the question of how best to deal with students interested in a career on the creative side of the advertising industry, particularly since these students may have different curricular needs than students preparing for managerial careers. This paper describes an accredited undergraduate advertising program's experience in phasing in a two-track major, with different course requirements for creative and management students. Offering a Creative Track in the Advertising Major: A Case History Introduction Most undergraduate advertising programs are concerned with turning out students who are advertising generalists. The curricula of these programs offer courses in the fundamentals of the major functional areas in advertising, generally structured with an introductory class followed by one course in each area: media, research, and creative. Such a curriculum may also include an advertising management course and/or a course in advertising campaign development. This approach may in part reflect the realities of the advertising job market. Donnelley (1994) found that entry- level advertising jobs were concentrated in account management (45% of all jobs) and media planning/buying (42%), career areas for which generalist training is appropriate. However, a growing body of academic research and industry commentary suggests that the student interested in pursuing a career on the creative side of the advertising industry would benefit from a very different curriculum (Simko, 1992; Otnes, Spooner, & Triese, 1993; Otnes, Oviatt, & Triese, 1995; Robbs, 1996). This paper details the efforts of one of the top ten undergraduate advertising programs in the country (Richards & Taylor, 1996) to introduce two tracks under an advertising umbrella: a management track and a creative track. The difficulties (and successes) encountered along the way speak to some of the challenges facing all undergraduate advertising programs. How the Tracks Were Developed The department conducted a comprehensive review of its undergraduate curriculum beginning in 1990. The department took this initiative for four specific reasons. 1. The advertising department faculty had been closely monitoring the many changes in the marketplace, especially the increased interest in integrated marketing communications, changes in technology, and budgetary shifts out of traditional advertising media into other persuasive communications. 2. Informal exit interviews with graduating seniors, showed a growing number of advertising majors wanting more copywriting courses. 3. A change in University administration resulted in a new mission statement for the university which placed more emphasis on teaching, with all colleges and schools being asked to become more "student-centered." 4. A new dean requested that all seven departments within the school undertake curriculum review. The department's objective for this review was to identify a curriculum that would meet both student interests and advertising/marketing communications industry needs. To accomplish this goal, the department developed an intensive four-part process that included: two focus groups conducted with professionals from advertising agencies, direct 2 marketing, public relations, sales promotion and advertising sales organizations; in-depth interviews with advertising agency media directors; in-depth interviews with Fallon McElligott personnel in Minneapolis; and curriculum profiles developed for 49 institutions offering undergraduate advertising course work. The focus groups, depth interviews and curriculum profiles pointed to new curricular needs. Prior to the review, the department had been offering students a generalist program similar to that described above, with all majors taking the same courses that provided instruction in media, research and creative. The curriculum was revised to include two tracks of study: creative and management. This resulted in some courses being dropped, others modified and several new ones added. Implementing the Two-Track Curriculum To get the new curriculum up and running, the department had to abide by the school's four-step approval process for curricular change. After this was secured the department began to phase in the new curriculum beginning with the incoming freshmen class in 1993. The curricular changes brought about changes in the department faculty and classroom facilities. The department hired professionals with major market experience in copywriting to teach the three creative courses. The department also secured grants for a multi- Media computer laboratory to house the new courses. 3 Prior to the curriculum review, only one creative course, Introduction to Copywriting, was offered on a regular basis. An advanced copywriting course was scheduled only when an appropriate visiting professor could be secured. With the new creative track, the department now offers students three creative courses: Introduction to Copywriting, Advanced Copywriting and Campaigns Writing. After taking an introductory advertising course and a class in writing advertising strategies and executions, students wanting more creative instruction enroll in Introduction to Copywriting. The
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