Teaching contemporary Advertising Practice Thomas Richard Berry
Biography Art & Society Graphic Design Media Production Marketing Creativity Innovative research methods Teaching
Themes Fusion of industry and HE Fusion of digital, creative, interdisciplinary skills Curriculum design Partnerships
Approach Hypermodernist Interpetivist/subjective (except when its not) Participant/observation Practices (creative production) Bourdieu: Capital, Habitus, Dispositions, Field
Methods Observation Interview Visual ethnography
Participants Trade associations ‘The Industry’ Early career practitioners University leaders Students Staff
Literature Review Narrative overall Systematic approach to mapping fields Operationalising Bourdieu Literature Review approaches Educational Research Advertising Practice Advertising Education
Themes from Literature Pedagogy (37 articles) Digital media (28 articles) Careers/employability (23 articles) Creativity (17 articles) Account Management (12 articles) Diversity/internationalisation (10 articles, with a special issue)
Foci Duality of tradition. Advertising courses emerged from within either journalism/mass communication (with a functional skills focus) or business (with a management focus). The importance of American trade associations (and associated publications, programmes and competitions) in developing advertising teaching, research and employability. Either creative team (art director/copywriter) or account management focus for courses (closely related to the situation of the course within journalistic or business faculty) based on traditional industry structures. Is this appropriate? Accreditation and professionalisation of the field – Creative Skillset (UK), American Council of Education in Journalism (USA). Impact of digital technologies on both creative and account management practice and curriculum. Emergence of integrated marketing communications models in industry and courses. Alternative routes into the field internships/apprenticeships. Impact of digital and social media on practice and curriculum. Perception within practice of institutional failure to prepare graduates. Academic research tradition led by America – Journal of Advertising Education. Growing importance of research/theory in the field. Importance of interdisciplinary working in practice. Globalisation/internationalisation The engagement of two distinct fields – advertising education and advertising practice.
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