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- Title
The Advertising Curriculum and the Needs of Creative Students.
- Authors
Robbs, Brett
- Abstract
The article discusses the advertising curriculum and its creative components and explores such issues as the most effective ways to teach creative courses. The article further addresses the issues whether programs should focus on first principles or basic skills; and what courses should make up the advertising curriculum in the U.S. The article addresses these issues in the light of two recent studies which have explored the perspectives of "new" and "experienced" creatives in order to determine what sorts of skills should be acquired in the classroom in order to do well in an entry-level creative post and progress in a career. The article suggests that it might be wise for more programs to consider creating a special track for creatives. Not only do respondents question the value of media and research courses for creative students but they also indicate that they are demanding more conceptual ability and stronger portfolios. Establishing a separate track for creative students would give them more opportunities to develop the strengths agencies are seeking. Furthermore, the article suggests conceptual, strategic ability, and consumer insight are the essential requirements for entry level creatives.
- Subjects
UNITED States; PROFESSIONS advertising; ADVERTISING departments; COPYWRITERS; CURRICULUM evaluation; ADVERTISING management; ADVERTISING executives; EMPLOYMENT
- Publication
Journalism & Mass Communication Educator, 1996, Vol 50, Issue 4, p25
- ISSN
1077-6958
- Publication type
Article