Advertising education is 100 years old in 2005. What was necessary to earn a degree in advertising, and how American universities prepared students for it, had a research champion in Billy I. Ross, who did extensive study on curriculum and degree requirements beginning in the 1960s. His last study was in 1991. The World Wide Web, Internet, digital communications and emerging consumer communication choices and preferences have educators discussing changes in advertising curriculum in the new millennium. Some challenges remain constant, while others present a new frontier. An advertising education summit in 2001, sponsored by the American Advertising Federation and the Advertising Department of the University of Texas at Austin, produced a White Paper with thoughtful recommendations that meant to shape advertising study in the future. This research project and paper is designed to update Ross' work, providing a descriptive study in advertising curricula for 2005, and to provide benchmarks for the curricula-based recommendations provided by the 2001 Advertising Education Summit.
Master of Arts (M.A.)
College of Arts and Sciences
Length of Campus-only Access
Masters Thesis (Open Access)
McCain, Joan, "The Status Of Advertising Education In The New Millennium" (2005). Electronic Theses and Dissertations. 356.