“An Honorable Place”: The Quest for Professional Advertising Education, 1900–1917

Schultze, Quentin J.

doi:10.2307/3114973

Cited by 22 publications

(13 citation statements)

References 6 publications

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“…In connection with the preceding, it becomes clear that the professionalisation project that the advertising industry launched at the beginning of this century (Schultze 1982) suffers an unexpected blow: a reversal initiated by its own practitioners. What would be needed for a fully fledged profession is a commonly accepted knowledge base that is both esoterically rich and theoretical in nature (Abbott 1988;MacDonald 1995).…”

Section: Discussionmentioning

confidence: 99%

Agency practitioners’ meta-theories of advertising

Nyilasy¹,

Reid

2009

International Journal of Advertising

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Research on practitioner theories of advertising uncovered that agency practitioners not only have definite theoretical beliefs about how advertising works, they also have meta-theoretical beliefs, fundamental presuppositions about the nature and possibility of knowledge in advertising. The meta-theoretical belief in creativity and its dictum of 'no rules' was found to be more important than any other guiding principle in advertising work. The primacy of creativity denies the possibility of any other moderator-focused theories that would prescribe 'rules' for creative content. Practitioners believe that the ontological status of advertising (as a territory defined by creativity, art and tacit skill) places it mostly outside the reach of scientific modelling. While practitioners acknowledge that knowledge about advertising is 'layered' (i.e. certain aspects of it are more explainable by the legitimation system of science), they also insist that the creative 'layer' is much thicker than other layers. A further qualifying factor is practitioners' epistemological scepticism, which questions the validity of both academic and commercial social research as applied to advertising, and suggests instead that knowledge about advertising is better understood as 'common sense'. The study's findings have fundamental consequences for the professional aspirations of the advertising industry as well as the academician -practitioner gap in advertising.

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Section: Discussionmentioning

confidence: 99%

Agency practitioners’ meta-theories of advertising

Nyilasy¹,

Reid

2009

International Journal of Advertising

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“…Certainly in regard to advertising education overall, the academy is in an unenviable position; from the beginning, it has played a role in legitimizing the advertising industry's attempts to move from the status oftrade to profession (Schulte, 1982). Advertising's perennial uneasiness with its own identity-trade or profession?may be at the root of such remarks about the legitimacy of the university's role in preparing people to work in "the business."…”

Section: It's All Too Academicmentioning

confidence: 99%

Real Worlds and Ivory Towers: A Survey of Top Creative Directors

Kendrick

Slayden

Broyles

1996

Journalism & Mass Communication Educator

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“…There have been retrospectives of other major journals in the field of marketing (Berkman, 1992;Muncy, 1991) and, while somewhat dated now, McCracken's (1987) is a very good review of the consumption history literature. More recently, there has also been less research about the history of marketing teaching (Lazer and Shaw, 1988;Schultz, 1982) but some on the teaching of marketing history (Witkowski, 1989a). There remains a need, however, to examine such developments that occurred outside the United States, such as in Jones' (1992) study of early marketing courses in Canada and Jonsson's history of early marketing education in Sweden (2009).…”

Section: History Of Marketing Thoughtmentioning

confidence: 99%

A History of Historical Research in Marketing

Jones¹,

Tadajewski²

2010

Marketing Theory: A Student Text

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The purpose of this chapter is to review historical research in marketing. Because of space limitations, this review is more a chronicle of what has been published about historical research in marketing than a critical historical analysis, hopefully providing the reader with a roadmap to further reading on historical topics of interest. Scholars in a wide range of disciplines have published historical research about marketing and have done so in various publications, many outside what would be considered the 'marketing literature'. Except for some overall frequencies of publication reported in this introduction, this review has focused mostly on historical research published in marketing periodicals and in books. The discipline of marketing emerged early in the twentieth century as a branch of applied economics strongly influenced by the German Historical School and its offspring, the American Institutional School (Jones and Monieson, 1990). Thus, from its beginnings the academic study of marketing was influenced by an historical perspective. However, for economists studying marketing at the turn of the twentieth century, history was a means to an end rather than an end in itself. Marketing economists during that era studied the histories of marketing practices carried out in industries and by firms in order to discover marketing functions and principles. The earliest university courses in marketing in North America were taught in 1902/03 when the Universities of Illinois, Michigan and California offered the 3

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“An Honorable Place”: The Quest for Professional Advertising Education, 1900–1917

Cited by 22 publications

References 6 publications

Agency practitioners’ meta-theories of advertising

Agency practitioners’ meta-theories of advertising

Real Worlds and Ivory Towers: A Survey of Top Creative Directors

A History of Historical Research in Marketing

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