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Teaching Advertising for the Public Good.

Rutherford, and Cownie, F., 2022. Teaching Advertising for the Public Good. Journal of Promotional Communications, 9 (1), 37-50.

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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.

Item Type:Article
Uncontrolled Keywords:Advertising; brands; climate crisis; Higher education; UN Sustainable Development Goals
Group:Faculty of Media & Communication
ID Code:36819
Deposited By: Symplectic RT2
Deposited On:05 Apr 2022 10:14
Last Modified:05 Apr 2022 10:14


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