PDF pending restoration
ERIC Number: ED188177
Record Type: RIE
Publication Date: 1980-Aug
Reference Count: 0
The Quest for Professional Advertising Education Before 1917.
Schultze, Quentin J.
Historical sources show that advertising practitioners actively sought to improve the respectability of their profession between 1885 and 1917. Advertising professionals during that time wanted to rid their occupation of its poor public image and to create public acceptance by eliminating nonprofessional conduct and by patterning the advertising business after more traditional professions, such as law and medicine. This attitude of professionalism became a self-serving ideal that advertising practitioners believed would make their business more profitable and respectable. The Associated Advertising Clubs of America played a crucial role in establishing advertising degree programs at major universities throughout the United States. By 1917, however, university instruction had not produced the desired professional autonomy, and the social status of those in business had improved considerably. Consequently, the advertising business abandoned its quest for professional advertising education. Since that time, advertising instruction has developed largely as a combination of applied social science, common-sense craftsmanship, and professional aspiration. (Author/RL)
Publication Type: Information Analyses; Speeches/Meeting Papers; Historical Materials
Education Level: N/A
Authoring Institution: N/A
Note: Paper presented at the Annual Meeting of the Association for Education in Journalism (63rd, Boston, MA, August 9-13, 1980). Not available in paper copy due to marginal legibility of original document.