ERIC Number: ED159677
Record Type: RIE
Publication Date: 1978-Aug
Reference Count: 0
The Politics and Pedagogy of Advertising and Society.
Schultze, Quentin J.
Advertising and society courses have suffered from conflicting educational goals, superficial scholarly research, and a lack of critical intellectual perspectives. The institutional perspective on advertising research has the major strength that it elucidates structural and functional factors of advertising. However, it ignores cultural understandings of advertising. Cultural analysis provides insight into the struggles of the social order which are behind current regulatory battles, public criticism, and practitioners' struggles which are based on the content of advertising (cultural values); it offers a useful perspective for discussing such current issues in advertising as professionalism and self-regulation; and it offers a way to discuss "social responsibility" in the light of the relationship between advertising and culture. Without a commitment to long-range scholarship, historical knowledge, sociological sensitivity, and "sociological imagination," however, cultural analysis can result in near-sighted intellectual vision merely affirming fashionable cultural values. (TJ)
Publication Type: Speeches/Meeting Papers
Education Level: N/A
Authoring Institution: N/A
Note: Paper presented at the Annual Meeting of the Association for Education in Journalism (61st, Seattle, Washington, August 13-16, 1978)