ERIC Number: ED248503
Record Type: RIE
Publication Date: 1984-Aug
Reference Count: 0
The Professor as Intern: Approaches to Teaching Advertising Creativity.
Drawing upon the experiences of a participant in the Visiting Professor Program sponsored by the Advertising Education Foundation of the American Advertising Federation and the American Academy of Advertising, this paper discusses the advantages such programs can have for both the host company and the participant. The first section of the paper describes the Visiting Professor Program, a summer program that places professors in advertising agencies for 8 weeks, and the experiences of one of the participants during a summer with the Ogilvy and Mather agency. The second section examines how the program has benefitted both host and participant, while the third presents impressions of the experiences. The fourth section offers teaching ideas for the advertising course drawn from the program, and the fifth presents ideas for improving the advertising curriculum. The sixth section discusses the roles of the visiting professor, specifically those of diplomat, representative, and network builder. The concluding section offers suggestions for developing and promoting the internship concept. (FL)
Publication Type: Opinion Papers; Speeches/Meeting Papers; Reports - Descriptive
Education Level: N/A
Authoring Institution: N/A
Identifiers: Advertising Industry
Note: Paper presented at the Annual Meeting of the Association for Education in Journalism and Mass Communication (67th, Gainesville, FL, August 5-8, 1984).