Thoughts about the Future of.docx

Thoughts about the Future of.docx

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ThoughtsabouttheFutureof

ThoughtsabouttheFutureof

AdvertisingEducation

AWhitePaper

by

TheFaculty

DepartmentofAdvertising

CollegeofCommunication

TheUniversityofTexasatAustin

Austin,Texas78712

512-471-1101

FAX:

512-471-7018

Internet:

http:

//advertising.utexas.edu

email:

advertising@mail.utexas.edu

ThoughtsabouttheFutureof

AdvertisingEducation

Foreword

AnalyzingtheCurrentStateoftheField

AnAssessmentofAdvertisingEducation

ChallengesFacingtheField

NotableOpportunities&NewDimensions

PhilosophicalFoundations

TheBalanceofTheoryandPractice

TheCallforanInnovativeResearchMission

TowardaNewDefinitionofAdvertising

OnEthicsandCriticalStudies:

RelevanceforProfessionalGrowth

TheMulticulturalSociety

NewPerspectivesinTraditionalAreasofStudy

TheFutureRoleofMediaPlanning

TheRoleofInteractiveMedia

TeachingSystemicApproachestoCreativity

AccountPlanningasEssentialParadigm

CorporateCommunicationasPartnership

TheChallengeofGlobalization

CriticalStructuralIssuesfortheDiscipline

IssuesParticulartoDegreeLevels:

Undergraduate,Master’s,andDoctoralStudies

ArchitectingDeliverySystemsoftheFuture

CurrentandFutureFundingofHigherEducationinAdvertising

QuestionsthatDefineOurDirectionintheFuture?

Conclusion

Foreword

Asacohortofscholarsleadingaburgeoningacademicfield,advertisingprofessorsandtheirprogramsaroundtheworldfaceuncompromisedchangeandopportunityinthenextseveralyears.TheFacultyoftheDepartmentofAdvertisingatTheUniversityofTexasatAustinbelievesitincumbentuponusalltoaddresstheseissuesofchangeinaformalmanner.ThisWhitePaperrepresentsourcollectivevisionforthedirectionofadvertisingeducation.•

ItistheobjectiveofthisWhitePapertoexplorethecurrentstatusofadvertisingeducationandsuggestdirectionsforitsshort-andlong-termfuture.Thepaperalsorepresentswillingnessonthepartofthefacultytoaddresscriticalobstaclesandopportunities.Theauthorsdosointhehopethatothersmayenlargeuponthesethemesand,infact,helpustomoveforwardwithknowledgeoftheirinstitutionalexperiencesandthoughtfuldiscussionofmanyoftheissuesraised.Thereaderwillfindadiversityofviewpointsofferedhere;oneoftheaspectsofagreatuniversityenvironmentisthatitprovidesaforumforallviewstoberepresentedandheard.

Wehaveattemptedtobecomprehensiveinthisdiscussion.Topicsrangingfrompastproblemsinadvertisingeducationtospecializedissuesindegree-levelprogramsandtheuniqueopportunitiesposedbycertaincurricularareasarecoveredhere,aswellastheverypracticalandpressingchallengesinfundingadvertisingeducation.Weexploretheissuesinherentinteachingcontemporarymediausageandimpact,creativeandaccountplanningstrategy,criticalandconsumerstudies,andintegratedmarketing.AspecialemphasisisgiventotheopportunitiesandchallengesoftheInternetanditsimpactonadvertising.Importantly,weincludeacallfortheinnovativeresearchmissionwithinourdisciplineandframewhatthatmeansfortheintellectualgrowthofthefield.Otherchallengesofanenduringnaturearediscussed,suchasstrikingthebalancebetweentheoryandpracticeinthecurriculum.

Clearly,webelieveitisinthelong-termaswellasshort-terminterestofadvertisingeducationtoembraceneithertheorynorpracticeassoledogma;rather,weseetheoryandpracticemergingtoformarigorous,relevantbasisforeducationalprograms.Infact,ourDepartmentofAdvertisinghasadoptedasitsfundamentalunifyingtheme,“TheoryxPractice.”Itisthehopeoftheauthorsthatyoufindthisthemeevidentinthethoughtsexpressedthroughoutthispaper,andthattheyarehelpfultoyouinyourworkwithstudentsintheyearsahead.

Weremainthankfulforengagingclassroomdiscussionwiththoughtfulstudentsandcolleagues,forenlighteninginteractionwithindustryleaders,andfortheimportantconversationsthattakeplaceatconferencesandovere-mailwesharewithourcolleaguesfromaroundtheworld.Allhaveinformedtheworkcollectedhere.

DepartmentofAdvertisingFaculty

TheUniversityofTexasatAustinAustin,Texas

Spring2000

ThoughtsabouttheFutureof

AdvertisingEducation

ThisWhitePaperfirstaddresseshistoricalfoundationsofadvertisingeducationandframessubsequentdiscussionwithAnAssessmentofAdvertisingEducation.Theheartofthepaperisthencomprisedofthreemajordiscussions.ThePhilosophicalFoundationssectionexploresthetheory/practicecurriculum,theevolvingdefinitionofadvertising,advertisinginatechnologicallydrivenworld,andsocialandethicalissuestobeaddressedinaprogramofstudy.TheNewPerspectivessectionoffersexpertdiscussionofcurricularunitssuchasmedia,creative,marketingcommunication,management,accountplanning,andresearch.TheCriticalIssues&Opportunitiesdiscussionoutlineswhatdecisionsadvertisingeducationarchitectsmustmakeinthenearfuture.

AnalyzingtheCurrentStateoftheField

AnAssessmentofAdvertisingEducation

Advertisingeducationininstitutionsofhigherlearningcontinuestoevolvesinceitsbeginningsinthefirstdecadesofthe20thcenturywhencoursesinthedisciplinewereofferedbyprofessorsofEnglish.Advertisingprogramsarenowfullydeveloped;manyhavedepartmentalstatusatsomeofthefinestuniversitiesintheUnitedStates.Yetthereisworktobedone.Tobeginthediscussionofwhatshouldbeaccomplishedinthefuture,wefirstturntothepast.

ThefirstDepartmentofAdvertisingwasfoundedbyDr.C.H.SandageattheUniversityofIllinoisatUrbana-Champaignin1959,aneventcoincidentalwiththebeginningoftheCollegeofCommunicationsthere.Thedepartmenthadgrownfromthemeldingoffacultiesfromthemarketingdepartmentandjournalismschoolinterestedinadvertising.Earlier,ithadbeennamedaDivisionofAdvertisinginthenewCollegeofJournalismandCommunications.Departmentalstatuswasanewstandardforthefield.

In1999,theDepartmentofAdvertisingatUT-Austincelebratedits25thyearofexistenceasaseparateunitwithintheCollegeofCommunication,althoughadvertisinghasbeentaughtatTheUniversitysincetheearly1900’s.Whilebothdepartmentsnotedherearestillyoungcomparedtothemoretraditionaldepartmentaldisciplines（e.g.English,LaworHistory）,nearlyahalf-centuryofexperiencehasformedstructuredandmaturedepartmentsinthedisciplineofadvertising.Othernotabledepartmentsandprogramshavegrownoverthelasttwodecadesasadvertisingeducatorsgrewthediscipline:

forexample,UniversityofGeorgia,UniversityofNorthCarolinaatChapelHill,UniversityofColoradoatBoulder,UniversityofFloridaatGainesville,UniversityofOregon,MichiganStateUniversity,UniversityofAlabama,SyracuseUniversity,andVirginiaCommonwealthUniversity.Indeed,therearenowmoredepartmentsofadvertisingatmoremajoruniversitiesthaneverbefore.Theyear2000editionofWhereShallIGotoStudyAdvertisingandPublicRelations?

Indicatesthat4,933bachelor’s,499master’sand22PhDdegreeswereawardedintheUSin1998.Bythecountofthisstudy,thereare154collegesanduniversitiesintheUSofferingadvertisingprograms.Morestudentsstudyinthesedepartmentsthanpreviouslyhasbeenthecaseandthenumberappearstobegrowingasindicatedbytheabovestudywhichhasbeenconductedannuallyforovertwentyyears.

Thesizeandstatureoffacultiesinadvertisinghasgrownalso,withendowedchairsandprofessorshipsdedicatedtothedisciplineatvariousuniversities.TheJournalofAdvertisingandotherscholarlypublicationsdedicatedtothefieldnowexistwherepreviouslynorespectedjournalsinformedthediscipline.Studentsnowtakedegreesandspecializationinundergraduateandgraduateadvertisingprogramsofstudy,includingdoctoralworkencompassingawidearrayofspecialties.Undoubtedly,theacademicpursuitofadvertisingknowledgeandtheoryhasgrownfromasubsetofbusinessandjournalismtoanorganizedandrespectedfieldofinquiryandscholarship.

Thiscontinuedstrongscholarlyapproachisvitaltothearea:

therelationshipthatgreatadvertisinghastotheculturalmomentisnurturedbyacomprehensiveliberalartseducation.OurCollegesandUniversitiescontinuetobethebestsourceforsuchknowledgeanditsmeaningfulpresentation.Forthesereasons,wemustcontinuallyupdateourcurriculumandourapproachtothischangingdisciplineinordertoremainrelevant.

AgentsofChange

AprimarygoalofthisWhitePaperistofacilitategrowthofourfield.Thoughitevolvedrelativelyquicklyintoanacademicdisciplinetiedtoagrowingindustry,thelastdecadeofadvertisingeducationhasshownaparadoxicalnature.Becausethemergingofacademictraditionandindustryinnovationoftenresults--especiallyinthiseraoftechnologicalchange--inaclashofcultures,curricularchangesreflectingtechnologicalandindustryshiftshappenslowly,theirmovethroughinstitutionalbureaucracyofteninordinatelylengthy.Thissituationhasfosteredthecompetitiveriseofentrepreneurialprofessionalschoolsfordevelopmentofcreativetalent,the1980’s-drivenMBAinsurgenceintotheclient-sideandagencymanagementareas,andthebreedingofsmallspecializedpolishingschoolsforthestudyofaccountplanning,accountmanagement,andinteractivemessaging.

Ratherthandriveinnovationwithintheranksoftheacademy,advertisingprofessorshaveoftenrationalizedtherealityoftheacademy’sslowprocess.