ERIC Number: ED158328
Record Type: RIE
Publication Date: 1978-Aug
Reference Count: 0
Where Does the Teaching of Advertising Belong: The Case for the Journalism School.
Jugenheimer, Donald W.
In order to determine whether advertising should be taught in the journalism school or the business school, it is necessary to consider the strengths of both schools and then to compare them to the objectives of advertising education and the needs of advertising students. The strengths of the business school grow from its systems approach while the strengths of the journalism school grow from its emphasis on language, thinking, and creativity. Among the reasons given for selecting their major, advertising students often list a desire to be creative, an interest in writing, and a desire to be involved with their work. All of these reasons fit into the journalism environment. Further, many of the objectives of advertising are the same as those of journalism. Advertising, then, should be a part of the journalism school curriculum. However, in light of the long struggle for legitimacy by advertising education, both sides of the controversy should be working together toward the same goals. Advertising should be taught within the broader framework of business and journalism programs, not as an isolated institution, but as an integral part of living in the modern world. (FL)
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)