Teaching Advertising for the Public Good

Authors: Rutherford, D. and Cownie, F.

Journal: Journal of Promotional Communications

Volume: 9

Issue: 1

Abstract:

Evidence that citizens and consumers demand meaningful changes from brands and organisations in addressing urgent social and environmental challenges grows by the day. Brands and organisations – and the agencies charged with ensuring their continued relevance and viability – need employees able to respond creatively and effectively to these challenges. This article outlines how these issues informed the redesign of an MA Advertising programme to address three important trends: the demand by consumers that brands and organisations address our world’s urgent social and environmental challenges; the demand by brands and agencies for graduates able to design strategies and materials that respond creatively and effectively to these challenges; and the demand by university applicants that programmes prepare them for careers in which they can ‘make a difference’. We explain how the redesign prepares student practitioners to meet industry needs and pursue a personally fulfilling career engaging with the UN Sustainable Development Goals.

https://eprints.bournemouth.ac.uk/36819/

Source: Manual